Paulina Nassar is the creative director of West Coast Craft and the Co-Founder of Press Works on Paper. West Coast Craft is an exhibition of juried designer craftsmen and artist, all of which are inspired by the West Coast lifestyle. These artisans are innovative yet laid back – an approach that inspires their design aesthetic. Their exhibits are hosted on a regular basis and are free to the general public, taking place on the San Francisco waterfront. So we are proud to bring you the Designer Insights of Paulina Nassar.
Image Credit: 1) All Knitwear 2) Otto Otto Otto 3) Meg Franklin 4) Four Quarter 5) Lancaster History
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1) In your own words describe your unique style and creative aesthetic?
As a child of the ‘80s, I am always drawn to the fun and colourful, the audacious, the unique. Ettore Sottsass, Esprit, neon, Issey Miyake- these make my heart sing!
2) When starting a new project, what is your creative process?
I start with some kernel of an idea, then build on it by doing a ton of research, talking it out with my very creative and talented colleagues, and then just going for it! I like to think that I bring the pioneering, no holds-barred spirit characteristic of the West Coast to all of my projects.
3) Out of the creative people you have worked with, who is it that you respect and admire the most?
I am very fortunate to partner with my husband, Nick, in both owning our book shop and running WCC. Not only is he a brilliant writer and voracious reader, he has a great sense of style and taste that is both all his own and drawn from so many diverse influences. Most importantly, he takes great joy in all aspects of his life, and brings that to work every day.
4) When looking for inspiration is there a particular thing you do to get inspired?
Hit the books! I always, always, always start by poring through old interior and graphic design books, and photography, art, and craft books. Owning a design bookstore very much helps in this process!
5) What has brought you to this point in your career? And what is your advice for people looking to follow in your footsteps?
I read an interview with a fashion designer recently where she was asked if she was surprised by her success. She quickly said “no” as it had taken her years and loads of hard work to get where she was. I work constantly, I try to learn from my mistakes, and I surround myself with really talented, kind people. The best advice I can give is to do what you love; it makes all the long days and nights much easier.