Interview with Kátia Bello, CEO of Opus Design, Brazil

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Kátia Bello

Kátia is the CEO of Opus Design, where her experience in commercial designs allowed her to create a functional and harmonious space.

Interview with the 2020 MUSE Design Awards Winner - Kátia Bello

1 Please give us a brief bio of yourself and your design background.

I'm Kátia Bello, CEO of Opus Design, a company that exists for 18 years, always focusing on Retail in Brazil with several customers throughout the national territory. My background is architecture and I have being working in retail for 30 years.

2 What made you become/why did you choose to become a designer/artist?

I became a commercial designer and retail designer because at the beginning of my career, I worked in a retail chain and it was there that I discovered the love for commercial architecture. So, that's why I became a retail designer and why I decided to found Opus, also because of this experience in retail itself.

3Tell us more about your business/company, job profile, and what you do.

We at Opus Design, are dedicated exclusively to Retail and we do not do any other type of project other than Retail. Our work is to develop the entire strategy of implementing retail and do all the translation of the brand into that space, focusing on the brand strategy.

4What does “design” mean to you?

Retail Design is the conception of a space that combines the human dimension creating a functional and harmonious space, combined with the business strategy.

5What’s your favorite kind of design and why?

My favorite design is the one that uses the necessary resources to be able to solve that design issue and change people's lives as much as possible, using design only in what is needed, so that the result that one wants to achieve.

So, a good design is the one that uses the necessary resources in the necessary amount in the right place. For me, this is a good example of our design, as it reaches all the strategy, amd we think everything together from the furniture to the layout.

We think of all the dimensions that human being will experience in retail to provide an integrated consumer journey. This is our main characteristic we are able to work with various types of design furniture design graphic design, where everything in our design process begins first with the understanding of the needs of that place and that client then we will hold a briefing meeting where everyone who had shared with the team.

6To you, what makes a “good” design?

So, a good design is the one that uses the necessary resources in the necessary amount in the right place. For me, this is a good example of our design, as it reaches all the strategy, as we think everything together from the furniture to the layout.

7Describe your design style and its main characteristics.

Our work follows a strategy. We think of all the dimensions that a human being will experience in retail and achieve a design that provides an integrated consumer journey. This is our main characteristic at Opus Design, where we are able to work with various types of design furniture and graphic design.

8Tell us about your design process.

Our design process begins with the understanding of our client's needs and then theirs. After that, we hold a briefing meeting that is shared with the team.

Then, we have approval and intermediate meetings until the project is presented to the client. Once he approves it, we can detail all the project and send the clients instructions so that it can be produced.

9Do you think your country and its cultural heritage has an impact on your design process?

Certainly, the culture of our country and our heritage has a big impact on our design. Brazilians are known for being very creative and having several options for the same situation,. These characteristics certainly improve the design process. When you have a problem to solve, it is very important to know how to innovate and know also how to be creative and artistic at the same time. Brazilians naturally have a keen artistic sense, so we work on this design. Even when we work abroad, we understand the culture of that country and apply all our creativity to translate the culture of the place where we work.

10Congratulations! As the winner of the 2020 MUSE Design Awards, what does it mean to you and your company and team to receive this award distinction?

We were very honored with this award. It comes in addition to other awards we received in Retail Design and we are very happy to have won a prize of this magnitude, which is an international recognition for the work we have been doing for 18 years in our company.

11Can you explain a bit about the winning work you entered into the 2020 MUSE Design Awards, and why you chose to enter this project?

We chose this work because it is the first supermarket project in Brazil, truly omnichannel, in other words, when you are in the store you can buy online, you can buy online also not being in the store and withdrawing from the store. So, this space brings everyone the purchase channels of that brand, Super Muffato in the same sales space. This is very innovative in our country, as it is the first supermarket that actually manages to be onmichannel in its sales space. This supermarket has a very innovative and different design comparing to others in our country.

12What was the biggest challenge with this project?

The biggest challenge of this project was to integrate all the technologies so that the store could be a pleasant space for clients to be and interact with the technology. The result was excellent, and it was really cool to see people using and enjoying the space, interacting naturally with what was on and what was offline in the purchase process. It was really, really, really cool!

13How has winning an Award developed your practice/career?

Earning this recognition is a seal of quality that we acquire and are very honored because of it.

14What are your top three (3) favorite things about our industry?

The three things I like most about our industry are: the need for constant innovation, things happen fast, projects get off the ground quickly and become reality and also the large number of people who use the spaces created. So, working with design is working for a large number of human beings who will go to the places we design is very rewarding!

15What makes your country specifically unique in the design industry?

The design in our country is plural. Regional references, natural wealth, added to the urban and gray mood of large cities, providing an inspiring setting.

The multiple references expand ideas and possibilities, and result in compositions that combine technique, art and design.

Brazilian design translates the freedom of choice of each one, in unique environments, which relate to the user, and which promote new dialogues.

So is our design, which leaves its mark on every project: color, sensitivity, regionalism, sensory experience, form and function.

16Where do you see the evolution of design industry going over the next 5-10 years?

In the next five to ten years, I think this industry will become more and more specialized, so whoever specializes in retail design will do more and more retail design and whoever specializes in product design will do more and more product design, because the variables and complexity are increasing a lot.

17If you were a student entering this industry or an aspiring MUSE Design Awards submitter, what advice would you give them?

Draw with your heart! The technique is important, but the technique without a soul does not reach the maximum level of design.

18What resources would you recommend to someone who wants to improve their skills in the design industry?

Read a lot about design, because we can't reach excellence without having the technique. As I said earlier, the heart is important, and for me a person only reaches excellence by first having the technique, so have technique, but try to evolve and create your own style with the technique you have learned.

19Tell us something you have never told anyone else.

Design is putting your soul at the service of a problem, a purpose. Design above all is soul.

20Who has inspired you in your life and why?

The biggest inspiration was always my parents because they taught us, me and my sister not to give up but to be persistent . Sometimes you start a project and you go along the way and realize it's not the correct way, so you have to go back and do it again. I think that the persistence we have is because my parents always taught us that.

21What is your key to success? Any parting words of wisdom?

To be successful in this industry you must learn every day, and at the same time, have the wisdom to use your repertoire, and you must have enough repertoire.

22Do you have anything else you would like to add to the interview?

This award is to our team and the methodology we have built over these 18 years of work. We are very honored and happy to participate and belong to Muse Design Awards gallery of winners . Thank you!

Winning Entries

Super Muffato Santa Felicidade Omnichannel Design | 2020

Super Muffato Santa Felicidade Omnichannel Design | MUSE Design Awards

Super Muffato Santa Felicidade project was made with the objective of creating an innovative physical store,in the omnichannel...
(read more at MUSE Design Awards)

Opus Design

Opus Design specialises in curating a strategised retail design for all their clients in native Brazil.