Interview with Pavel Vetrov

Design is not merely an aesthetic pursuit; it’s an original way of expressing a mindset, a lifestyle, and a personal perspective. Every artist shapes their own world by blending form, function, and emotion in unique proportions. This diversity is what makes design both universal and deeply personal.

In this episode of TALENT Insights: Design Stories, we welcome Pavel Vetrov, a designer who has brought an innovative perspective to the industry with his distinctive approach. Defining design as “the elimination of unnecessary noise,” Vetrov has signed numerous award-winning projects, including the Red Dot Award. In this interview, we take a closer look at his vision and philosophy, exploring his thoughtful and original approach to design.

Pavel Vetrov

How did you get started in design? Could you share any experiences from your childhood or your first projects?

I began my journey in design over a decade ago, initially working as a 3D artist. That early stage taught me to visualize form, texture, and space in a way that felt almost sculptural. Over time, my curiosity shifted toward the physical world, including interiors, furniture, and the emotional impact of the objects we live with every day.

My first mass-produced product was the Olly table, launched in 2014. That project was a turning point for me. It was not only my debut in furniture design but also a winner of multiple awards, including the Red Dot Award.

You describe your design approach as “eliminating unnecessary noise.” What does this mean to you?

When I talk about eliminating unnecessary noise, I’m referring to a design philosophy based on clarity, intention, and emotional focus. For me, it means removing everything that lacks a functional, aesthetic, or emotional purpose and keeping only what truly matters.

This is not minimalism for the sake of minimalism; it’s a pursuit of honesty in form. In practice, it requires great discipline. Every curve, every material, and every connection must justify its existence.

Which project are you most proud of, and why?

It’s hard to choose just one. Every project is the result of collaboration, not only my effort but also the shared success of manufacturers, engineers, craftsmen, and everyone who brings an idea to life.

Ollly

What is the most challenging part of the production process?

One of the greatest challenges is finding the right balance between design integrity and real-world constraints. Materials, production partners, and costs are all deeply interconnected. Material selection, for instance, is never just an aesthetic choice. It affects durability, sustainability, tactile experience, and how an object ages over time. Even the ideal material can become impractical due to cost or production limits.

Working with production partners adds another layer of complexity. It’s not only about technical capability but also about shared values, attention to detail, and a willingness to experiment. Building trust takes time, since innovative ideas often require rethinking traditional manufacturing methods. Cost is always a background factor. The challenge lies in staying within budget without compromising the soul of the object. Often, limitations, when approached creatively, lead to more refined solutions. Ultimately, the hardest part is aligning all these elements without losing the spirit of the piece.

Grid

How do you collaborate with brands? What does your creative process look like?

Working with brands is always a dialogue, an exchange of values, visions, and possibilities. Before sketching or conceptualizing, I try to understand the brand’s emotional DNA. What do they stand for? How do they want to connect with their audience? What’s missing from their story? From there, the creative process unfolds. Typically, I begin with a conceptual framework, then move to material, form, and function, constantly realigning with the brand’s identity and production realities.

Transparency and mutual respect are key. The best results come when both sides are open to exploration while remaining grounded in what’s achievable. Each collaboration is unique, but the goal is always the same: to create something authentic, memorable, and aligned with the brand’s story and user experience.

Cascade

How do design trends influence you? Do you actively follow them?

Design trends are part of our cultural rhythm. They reflect changes in values, technology, and emotional needs. I prefer not to follow them directly but to observe, analyze, and interpret. They can be inspiring when they introduce new materials, lifestyles, or emotional languages in design.

What are your thoughts on sustainable design and eco-friendly materials?

Sustainability begins with intention. It means designing objects that endure physically, emotionally, and culturally. This involves choosing materials that age well, can be repaired or recycled, and are produced with minimal resource waste.

Just as important is creating designs people want to keep, not discard. Emotional durability matters as much as physical longevity.

Ultimately, sustainable design is about respect—for the planet, for the people who make and use the products, and for the future we shape through every object we create.

Funky

Could you tell us about your upcoming projects or personal dreams?

I’m especially interested in working with new brands, those open to experimentation, honest design, and emotional depth. I enjoy the co-creation process, searching together for the right form, meaning, and material, a dialogue where ideas evolve into a unique identity.

On a personal level, continuous learning, exploring new technologies, cultural contexts, and ways of storytelling through objects, is essential for me. I want to expand my horizon visually and conceptually without being limited by familiar solutions.

My dream is to create projects that connect cultures, tell stories through form, and build long-lasting human connections. I also hope to collaborate with people who share this pursuit of authenticity and meaning.

What kind of inspiration or advice would you offer to people in Turkey or around the world?

Be curious about your own culture, but also look outward. Some of the most powerful ideas are born at the intersection of tradition and innovation, local craftsmanship and global dialogue. Turkey has a rich heritage of materials, patterns, and storytelling. There’s great potential in reinterpreting that heritage through contemporary design.

Surround yourself with what moves you—poetry, architecture, nature, music, silence. Inspiration doesn’t always come from design itself; it often emerges from how we live, what we feel, and what we notice when we slow down.

Thank you for sharing your valuable insights and taking part in this interview.

Thank you for the invitation. It was my pleasure.

In this episode of TALENT Insights: Design Stories, we had the pleasure of hosting Pavel Vetrov. We sincerely thank him for sharing his inspiring vision and philosophy on design. We believe his perspective will inspire our readers.

Until the next story, stay inspired, stay creative.