Afroditi Krassa
Encyclopedia
Afroditi Krassa is a British Product Design
er and Interior Design
er and founded her own design consultancy Afroditi Krassa LTD in 2002 in London. Krassa was educated at Central St Martins College of Art and Design and later on, the Royal College of Art
, under architect Ron Arad
.
, England
. She was raised near Mount Olympus
in Greece
. At the age of 17, she returned to her birthplace to become a designer
.
, DKNY
and design aficionados, such as Mourad Mazouz (Momo) of sketch.
In 2004 Krassa was commissioned by the entrepreneur Julian Metcalfe to design the interior and branding of sushi restaurant chain Itsu
. The pioneering low fat food store rapidly grew into a chain of 19 stores in London
and New York City
. She was then appointed Creative Director
in 2005.
Offers for the design of restaurant, office and retail establishments around the world followed soon after, as well as collaborations with various manufacturers, such as lighting for Ligne Roset
and Innermost, furniture for E&Y, packaging for Pret A Manger
and WMF
, and products for British American Tobacco
and Phillip Morris.
When not designing, she teaches, writes about and judges design. Her work has appeared in art and design publications worldwide and has been televised by the BBC
, Channel 4
, CNN
and NTV. Krassa's work ranges from political campaigns to car interiors and is always characterised by intellectual rigour and formal directness.
Product design
-Introduction:Product design is the process of creating a new product to be sold by a business or enterprise to its customers. It is concerned with the efficient and effective generation and development of ideas through a process that leads to new products.Product designers conceptualize and...
er and Interior Design
Interior design
Interior design describes a group of various yet related projects that involve turning an interior space into an effective setting for the range of human activities are to take place there. An interior designer is someone who conducts such projects...
er and founded her own design consultancy Afroditi Krassa LTD in 2002 in London. Krassa was educated at Central St Martins College of Art and Design and later on, the Royal College of Art
Royal College of Art
The Royal College of Art is an art school located in London, United Kingdom. It is the world’s only wholly postgraduate university of art and design, offering the degrees of Master of Arts , Master of Philosophy and Doctor of Philosophy...
, under architect Ron Arad
Ron Arad (industrial designer)
Ron Arad is an Israeli industrial designer, artist, and architect.-Biography:Arad attended the Bezalel Academy of Art and Design in Jerusalem between 1971–73 and the Architectural Association in London from 1974–79...
.
Early life
Afroditi Krassa was born in LondonLondon
London is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...
, England
England
England is a country that is part of the United Kingdom. It shares land borders with Scotland to the north and Wales to the west; the Irish Sea is to the north west, the Celtic Sea to the south west, with the North Sea to the east and the English Channel to the south separating it from continental...
. She was raised near Mount Olympus
Mount Olympus
Mount Olympus is the highest mountain in Greece, located on the border between Thessaly and Macedonia, about 100 kilometres away from Thessaloniki, Greece's second largest city. Mount Olympus has 52 peaks. The highest peak Mytikas, meaning "nose", rises to 2,917 metres...
in Greece
Greece
Greece , officially the Hellenic Republic , and historically Hellas or the Republic of Greece in English, is a country in southeastern Europe....
. At the age of 17, she returned to her birthplace to become a designer
Designer
A designer is a person who designs. More formally, a designer is an agent that "specifies the structural properties of a design object". In practice, anyone who creates tangible or intangible objects, such as consumer products, processes, laws, games and graphics, is referred to as a...
.
Career
She has worked at some of the world’s largest consultancies and was the first ever female designer to be employed by the design duo Seymour Powell. In 2002, Krassa decided to go it alone and founded Afroditikrassa Ltd. The young designer’s work was picked up by major brands such as CassinaCassina S.p.A.
Cassina S.p. A. is an Italian manufacturing company specialised in the creation of high-end designer furniture.-Origins:The "Amedeo Cassina" company was created by the brothers Cesare and Umberto Cassina in 1927 in Meda, Brianza,...
, DKNY
DKNY
DKNY is a label of fashion designer Donna Karan. It is also the name of a clothing store in New York City featuring Donna Karan's associated line.-History:...
and design aficionados, such as Mourad Mazouz (Momo) of sketch.
In 2004 Krassa was commissioned by the entrepreneur Julian Metcalfe to design the interior and branding of sushi restaurant chain Itsu
Itsu
Itsu Ltd, previously Tsu, is a chain of sushi eat-in and take-away restaurants in London, England. There are restaurants at Canary Wharf, Chelsea, Notting Hill and Soho, plus a further twenty eight branches, with many providing a delivery service...
. The pioneering low fat food store rapidly grew into a chain of 19 stores in London
London
London is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...
and New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
. She was then appointed Creative Director
Creative Director
A creative director is a position often found within the graphic design, film, music, fashion, advertising, media or entertainment industries, but may be useful in other creative organizations such as web development and software development firms as well....
in 2005.
Offers for the design of restaurant, office and retail establishments around the world followed soon after, as well as collaborations with various manufacturers, such as lighting for Ligne Roset
Ligne Roset
Ligne Roset is a French modern furniture company that has over 200 stores and more than 1,000 retail distributors worldwide. The company was founded by Antoine Roset in 1860 in Montagnieu, France as a small business manufacturing bentwood walking sticks...
and Innermost, furniture for E&Y, packaging for Pret A Manger
Pret A Manger
Pret a Manger is a British sandwich retail chain based in the City of Westminster, London, United Kingdom. The name "Pret a Manger" comes from the French prêt à manger, meaning "ready to eat", a reference to prêt-à-porter .The company was founded in London in 1986 by friends Sinclair Beecham and...
and WMF
WMF
WMF can stand for:*Wikimedia Foundation, a non-profit foundation that runs various open-content wiki projects*Windhoeker Maschinenfabrik, a Namibian armoured vehicle producer*Windows Media Format, also known as "AVI" after the container format it uses...
, and products for British American Tobacco
British American Tobacco
British American Tobacco p.l.c. is a global tobacco company headquartered in London, United Kingdom. It is the world’s second largest quoted tobacco company by global market share , with a leading position in more than 50 countries and a presence in more than 180 countries...
and Phillip Morris.
When not designing, she teaches, writes about and judges design. Her work has appeared in art and design publications worldwide and has been televised by the BBC
BBC
The British Broadcasting Corporation is a British public service broadcaster. Its headquarters is at Broadcasting House in the City of Westminster, London. It is the largest broadcaster in the world, with about 23,000 staff...
, Channel 4
Channel 4
Channel 4 is a British public-service television broadcaster which began working on 2 November 1982. Although largely commercially self-funded, it is ultimately publicly owned; originally a subsidiary of the Independent Broadcasting Authority , the station is now owned and operated by the Channel...
, CNN
CNN
Cable News Network is a U.S. cable news channel founded in 1980 by Ted Turner. Upon its launch, CNN was the first channel to provide 24-hour television news coverage, and the first all-news television channel in the United States...
and NTV. Krassa's work ranges from political campaigns to car interiors and is always characterised by intellectual rigour and formal directness.