Interview with Aura Design Group, China

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Aura Design Group

Aura Design Group's work in designing creative concepts for utilizing space has earned them critical acclaim in the industry.

Interview with the 2021 MUSE Design Awards Winner - Aura Design Group

1Tell us more about your business/company, job profile, and what you do.

Aura Design Group (AURA) is the most competitive design business section of Trendzone, providing the whole process solutions from consulting, planning, design, delivery and operation for the implementation of urban renewal. Its business scope includes urban planning, architectural design, landscape design, interior design, architectural engineering consulting, furnishings, etc.

It is committed to creating an urban design community that integrates smart city and humanistic spirit. Its subsidiaries include AURA Architecture, DC ALLIANCE (DC), CK Designworks (CKD), JCA Design (JCA), Quanpin Accessories ?Elite Facade Consultants (EFC) and Milan Design Center.

In the interior design sector where we work, the scope of services includes interior design for hotels, residences, offices, clubs, sales offices, hardcover residences and other projects. Our group has a design team of more than 1,000 people and is currently one of the largest design teams in China.

2What does “design” mean to you?

"Design" is a part of our life, exploring and discovering the possibilities of various combinations.

3To you, what makes a “good” design?

Putting the owner's expectations and the designer's feelings into the project will surely lead to a good design. A good design is inseparable from the careful communication of the creative team and the full trust of the owner. Each project has different attributes, different regional cultures, and different needs of the owners. It is the collision between these differences that creates new design inspiration, making each design unique.

4Do you think your country and its cultural heritage has an impact on your design process?

Yes, it has a big impact. Chinese culture is extensive and profound. Traditional architecture, gardens, calligraphy, painting, and opera are all treasures of world culture, from which there is much to be explored, learned and re-innovated.

5Congratulations! As the winner of the 2021 MUSE Design Awards, what does it mean to you and your company and team to receive this award distinction?

We are very happy. This reward is an encouragement to our team, and we hope to make more good projects in the future.

6Can you explain a bit about the winning work you entered into the 2021 MUSE Design Awards, and why you chose to enter this project?

A designer wants to receive projects that provide freedom with budget the most. The characteristic of this project is that the owner has strict cost control for the project, and hopes to make up for the budget deficiency through design creativity. This is exactly what we think the interior design industry needs to think about and pay attention to.

7What was the biggest challenge with this project?

The biggest challenge is the cross-consideration and trade-off of creativity, cost control, material characteristics, process details and construction period. This is also the particularity of the interior design industry.

8What makes your country specifically, unique in the design industry?

It has a strong historical and cultural support. When everyone pays attention to and values this industry, the future of this industry is promising.

9If you were a student entering this industry or an aspiring MUSE Design Awards submitter, what advice would you give them?

Please attach importance to interaction and communication. The progress of science and technology makes face-to-face interaction and communication between people has now become a luxury.

Winning Entries


Aura Design Group | MUSE Design Awards

In the depths of the sobriety of technology is an aspiration for the ultimate sensory experience. At a low cost, this project aims...
(read more at MUSE Design Awards)

Aura Design Group

Aura Design Group provides whole process solutions from consulting, planning, design, delivery, and operations in urban renewal projects and more.