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Interview with Diamon Diaz

28 April 2023

His exciting journey, recently started with Codital


Can you tell us about you, your design process and your approach to market?

At our studio, we keep things simple – designed in London, made in Italy. And while the studio bears my name, every final design idea that we create is the result of a true team. Of course, with limited financial resources, we must approach each and every design with the utmost care and attention to detail. That means we can’t simply churn out a bunch of collections all at once to make a splash in the market. Rather, we pour our own funds into each idea and take the necessary time to ensure that they are just right. Sure, we might make mistakes, but we learn from them and keep going. Our passion for creating remains unwavering.


Are you planning just to produce your own products, or do you have any plans to collaborate with other factories and design products for them?

Yeah, we’re already working on some designs for other lighting factories, and hopefully you’ll be able to see them in the near future. We also have some cool ideas for designer furniture and other interior items, but we’re keeping things measured and taking them one step at a time. If there are any investors who would like to get in on the action and speed things up, we’d be happy to have you on board. And if any factories or designers out there would like to cooperate with us, you are very welcome too!


Could you share with us your main goal as a designer and any plans you have for lighting business development?

As an artist, I strive to create products that make people feel special and enhance the atmosphere of any room. As an entrepreneur, I would like to see our light everywhere – in people’s flats and mansions, restaurants, hotels and all sorts of cool places around the world, that’s obvious. Exhibit our products on global expos and one day, I envision having my own showrooms that showcase the beauty and vibe of our designs. It’s an exciting journey, and we are proud to be embarking on with the recent signing of our contract with Codital.


What do you think about AI breaking into design,are you afraid of competition with it?

Honestly, I think it’s absolutely freaking amazing how AI is revolutionizing the world of design. Some may argue that human creation is irreplaceable in that area, but let’s not be hypocritical here. I truly believe that AI can work alongside us to make the design world even more fascinating. We have to collaborate with progress and innovation. My team is already working on integration into the blockchain and the world of product design in the metaverses. The future is not an event, it’s a path.


Diamon Diaz

Val Sarukhanyan

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