“Hofmans studio is suspended between the contradicting yet complimenting realms of art and design.”
What is Studio Naama Hofman
Studio Naama Hofman designs and crafts objects of light, offering a new meaning to the word lamp: ambient objects which diffuse a soft and even light, across the spaces they occupy.
Derived from a deep belief of the importance of quality and long-lasting artifacts, Hofmans studio is suspended between the contradicting yet complimenting realms of art and design, employing skilled craftsmen and artisans for its delicate manufacturing process.
Based in Tel Aviv, the studio is occupied with the serial production of light object collections, in addition to special edition pieces and site-specific, tailor-made art installations.
"Early on, it’s very important to follow your inspiration and ideas in order to define your design and your voice as much as possible."
What works are you most proud of?
I’m really proud of my first object 001, as everything evolved from this. It was my guide throughout the years, regarding my idea of light and design and what an object of light should look like.
For me it was a personal triumph to open the studio.
How do you balance being commercial with authenticity?
It’s a balance you learn to make over time. Early on, it’s very important to follow your inspiration and ideas in order to define your design and your voice as much as possible. Even if the selling price is less. When you are more secure, you can make modifications to your own design without losing authenticity.
Be flexible. Hear what people and clients need and see how you can provide it in your own style. If you’re doing something really out of the norm, it will go slowly, and it will take time, but people need to get used to new ideas. I believe that if you are sure and persistent in what you do, you will succeed doing both things.
“Hofmans studio is suspended between the contradicting yet complimenting realms of art and design”
What’s the hardest personal challenge you’ve had to overcome?
Confidence. That's the hardest thing for me. When I started to gain more confidence in my designs and in the way I manage my studio I felt a change in my personal life and in the studio. I let myself design more freely and with less pressure. I think it made my work a lot better and it made a real difference to the business side of the studio.
How has your experience helped your career and your work?
More peaceful and less afraid that everything, in a moment, will fall apart.
What advice and you offer regarding managing projects and creative teams?
In my opinion, one of the most important things in managing a project is to be available. The client needs to feel they’re being heard and taken care of, all of their wishes and thoughts. You have to be engaged in this project like they are.
All interviews are directly penned by the disrupters.
Edited by Maria Micu