Today we’d like to introduce you to Itamar Amrany.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I am a designer by trade and an artist at heart. After playing ice hockey for twenty-five years, assuming the role of both athlete and artist has allowed me to develop a distinctive vision and approach in all aspects of my work; continuously seeking a horizontally integrated context to push the limits of design.
I have been surrounded by the arts my entire life. My parents who encountered one another from opposing sides of the globe, moved to Chicago just after I was born in Israel to start an art studio. Growing up I tried my hand at various mediums in drawing, painting, sculpting along with glass blowing while playing hockey. After pursuing a degree in art, business and philosophy and playing hockey in college, I decided to work with the family business and artists in the studio on further pursuing installation projects around the country. In managing the Rotblatt Amrany Studio, I have been an integral part of many recent projects. The more notable works include the design of Fan Walls Art Installation at the New Mosaic Stadium in Saskatchewan, and the Los Angeles Kings 50th Anniversary Monument.
In realizing that I did not yet possess the design skills to express the ideas that I was generating, I went back to school to the Architectural Association in London. After an intensive year of research and design exploration, I was able to communicate, visualize and reproduce strategies and concepts from an installation to architectural scale. Through my recent development as a sculptor and theoretical artist, to a performance-driven architectural designer, I am focused on a cross collaboration between design, engineering, and scientific methods.
We need to facilitate society’s adaptation to the changing world with the enhancement of urban settings in such a way that buildings and environments continue to exist for culture rather than consumption. I strive to create settings that command a relatable, emotional connection between the users and the physical spaces they occupy. Ideally, the experience would help people better understand the challenges that designers face and encourage them to be a part of the solution via the development of advanced circular feedback systems.
My mission is to develop this philosophy and act as a progressive catalyst to advance the industries of art, architecture and urban development. Through the tools of traditional sculpture techniques, digital modeling, and advanced digital fabrication, we can effectively test theories of kinetic systems’ functionality and aesthetic.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Diversity breeds innovation. I feel the status quo isn’t acceptable on any level, even temporarily; in fact, the current state is unacceptable almost as soon as the desired state is achieved.
The struggle for an artist will always be consistent; that is to sell work which is one’s vision and an attempted persuasion to the viewer of how he or she sees the world. In that way, art will always be subjective, and thus difficult to get someone elses’ investment; whether it be an individual, gallery, museum, sports team, university, or any other location.
Artists are always told to pursue a specific medium and body of work. In general, this is for the reason that people comprehend objects and experiences when a label is attached to it, or such has a rational framework. But what happens when a person continuously generates a variety of ideas, not only as a means of expression which is a reflection of one’s reality, but as well contributions to society’s performance. A painting or sculpture is merely not enough. Thus, the gap lies in the fortuity for an artist to grow through a range of ideas that are not necessarily a consistent body of work.
Convincing a client or patron to push the boundaries of design and create something new is what many creatives struggle with. People want to buy something from a person or business who has created it a hundred times, not once or never before. Convincing someone to take a chance is the ultimate success, as nothing is guaranteed.
To find appropriate representation to showcase your work is yet another task. Someone who understands and respects your vision, and can place it in front of people in the manner you intend is vital. I welcome a risky yet vastly open and unpaved road and am determined to lay new ground in the field of art and architectural design.
Alright – so let’s talk business. Tell us about Performative Synergy – what should we know?
I’m a part of a specialized team whose aim is to build upon research and collaboration to simplify complexity in design. By leading with an interdisciplinary team of computational designers, artists, and architects, we utilize design platforms which allow for the improvement of material, structural and energy efficiencies in achieving a high design aesthetic.
It is essential to rely on one’s intuition. In the current era of big data and computing, it is ever more important as instinct is the only faster and more suitable feature we retain than the extensive flow of real-time data. I would also say I have an insatiable appetite for creating new concepts, to invent and reinvent; to dream about new opportunities. I know that differentiation, through disruptive innovation of typical methods or results, creates a rare synthesis of features that define the state-of-the-art.
Our team incorporates a thorough knowledge of the specific concepts, techniques, and practices within emergent technologies of design for the built environment. We are currently working on a large scale kinetic installation project in downtown Chicago. Our team is called the Performative Synergy, and we design art installations, architecture and urban projects.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
I consider myself very fortunate to have a supportive family and friends who challenge me, whether an idea has the potential to grow or should be tossed out the window.
Over the past several years I’ve also had a select group of people, with whom I’ve connected and have been mentor-like to push and guide me forward. As helpful as family and friends are, it’s always productive to bounce ideas off others and take risks. No matter how much personal drive one has, I feel that having a select few people like this within reach can truly push you beyond your own expectations.
Contact Info:
- Website: www.performativesynergy.com
- Instagram: https://www.instagram.com/performativesynergy/
Image Credit:
Rotblatt Amrany Studio, L.A. Kings, Performative Synergy
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