In a recent interview with ALMA de LUCE in Portugal, Lorenc Design’s founder Jan Lorenc delved into the philosophy that underpins our work.
Central to this philosophy is the belief that design should transcend aesthetics, serving as a bridge between cultures and communities.
Lorenc emphasized the importance of cultural immersion in the design process. By understanding the nuances of a community’s history, traditions, and values, we create spaces that resonate deeply with their intended audiences. This approach ensures that our designs are not only visually appealing but also meaningful and contextually relevant.
Although one can become familiar with a culture by reading and other forms of media, it is through travel that Lorenc truly understands the nuances and details needed to relate designs to audiences properly.
“Travel is a constant source of inspiration. I always carry a camera to capture the essence of a place, creating photo books as resources to revisit what moved me and why. During my first visit to a location, I wander freely; on subsequent visits, I focus on specific sites—museums, historic buildings, and cultural landmarks. For example, next week I’ll visit Poland and spend time in Vienna to delve deeper into the work of my favorite architect, Otto Wagner. Though I’ve been to Vienna six times, I’m eager to experience it alone again.“
A notable example of this philosophy in action is our collaboration with Samsung. Tasked with creating a product display, we went beyond mere presentation. By conceptualizing the display as a sculptural representation of human connectivity, we encapsulated the brand’s essence in a tangible form. This design not only showcased the product but also conveyed the company’s core values in a bold and extremely visible way.
Lorenc’s insights underscore our commitment to culturally sensitive design that lasts.
We believe that by deeply engaging with the communities we design for, we can create spaces that are both beautiful and impactful.
For a deeper understanding of our design approach, we invite you to watch Lorenc’s interview with Archi and Design: