“I know when I’ve got a good idea when I can’t stop thinking about it and can’t wait to start working on it,” says Elad Yifrach, the founder of interior objet and homeware brand L’Objet.
Yifrach’s output is truly prolific and ranges from intensely researched scented candles and indulgent lotions in the Apothecary collection, to surrealist objets such as the bestselling gold eared rabbit sculpture, furniture and lighting and the newly launched Tulum collection of ceramics and throws with its modern primitive forms and patterns.
Creativity for Yifrach is a verb, an ongoing process that is recorded. “I have a few notebooks, one by my bed, one at the office and one always in my bag when I travel. I also use the Notes App on my iPhone,” he says.
“I know when I’ve got a good idea when I can’t stop thinking about it.”
When ideas take shape, he works with his New York based studio crew to tease the ideas into form. “My design team is my best sounding board for new ideas and concepts, we always feed off each other’s thoughts and I love giving them an inspiration and seeing how it evolves from there,” says Yifrach, who also works with ceramic specialists in Portugal to realise his collections.
But it is being on the road that truly triggers his imagination, “Travelling and meeting creative minds is always my biggest source of inspiration.”