Aqua Creations Designer Albi Serfaty Talks Design And 20-Year-Old Business In Exclusive Interview
The furniture and lighting atelier Aqua Creations was founded by Ayala and Albi Serfaty in '94.
The distinctive works of Aqua Creations combine art and function. Each piece is couture quality, individually handmade featuring substainable lighting technology and materials, which result in one-of-a-kind designs.
What began out of the Serfaty's home over two decades ago has today remained a brand committed to craftsmanship and providing individuals with the finest lighting and furniture products.
Aqua Creations' embrace many indoor and outdoor residential and commercial environments around the globe. The brand continues to have a growing international clientele while also producing site-specific installations of a limitless scale.
The brand's flagship gallery is located at 78 Grand St. in Soho where you can experience an array of Aqua Creations designs.
And scroll down for our exclusive interview with Albi Serfaty.
MB: Could you define the design aesthetic of Aqua Creations in three words?
AS: Creative, original and beautiful.
MB: When did you experience an "ah-ha" moment that propelled you to build a brand?
AS: The "ah-ha" moment happened while in a taxi during the Milan design week in '97. The taxi driver asked us if we are in town for the design week, when we replied yes, he said you must go and see Aqua Creations at Via Cappucio. That was our first show ever.
MB: Where do you continue to find inspiration?
AS: Inspiration is something you don't find, it's something that comes to you from nowhere, when you least expect it. I think that there is a need to solve an issue that bothers me and then that issue becomes what heats and illuminates you.
MB: What do you believe it is about your work that intrigues people? What is that thing your clients can rely on from Aqua Creations?
AS: Creativity, originality and beauty.
MB: How does Aqua Creations differentiate itself amongst other art/lighting/furniture brands?
AS: We design and build all of our lamps by ourselves, so we are more of an Atelier than a company. I think that when you see an Aqua Creations lamp you know it's an Aqua Creations, and this is the strongest brand identity I can think of. Our work looks like us, and we look like our works.
MB: What was the hardest challenge you had to overcome while building your brand?
MB: What is the legacy of Aqua Creations?
AS: Aqua Creations is about creating classic pieces and not fashion. We work for the long run.
MB: What can we expect to see from Aqua Creations in the near future?
AS: Currently I am working on technology combined with hand work. You will see it in the upcoming New York design week at our gallery on 78 Grand St.