You may not realise it, but you’ve been seeing a lot of Lyrics 4 Lyrics’ designs. It’s the label behind that necklace Will.i.am was sporting last night on the X-Factor final. Based in London and Los Angeles, Lyrics 4 Lyrics is creating a following both sides of the Atlantic. With fans such as the Black Eyed Peas, Pharrell, Ciara and Russell Simmons the Lego-inspired label is making its presence felt. Koko Magazine caught up with its creator Paul ‘Bwoywonder’ Allimadi to find out more!
Can you tell us a bit about yourself and how you got into designing?
I’m a North London based designer, I graduated in Product Design from University of Hertfordshire and started my label lyrics4lyrics with my cousin Justin Mwaka back in 2005.
Why Lego?
Many people ask me why I chose to use Lego in my designs/clothing, I say why not! as a designer I was taught to not only be inspired by things around you but also USE them.
What’s the best thing about designing?
The best thing about designing is not knowing the end result until you reach it, sure I may have an idea or concept how it should look like but it always slightly differs from the image you have in your head.
What about the more challenging aspect?
Designing for others is simple when the client is creative or has laid out a full brief, the challenge is when even they don’t know what they want and leave you with a 1 word concept i.e. “design something theatrical!”
How long does it take you to create each piece – from concept to finished product?
Each piece takes me 20-40mins, customised Lego jewellery can take much longer as I am doing it for the first time.
What’s your favourite piece from your collection, and why?
My favourite piece of Lego jewellery that I have created is and will probably always be my first creation, the Super Mario like character which I premiered.
What has been your biggest achievement so far?
Biggest achievement so far is getting my products out to the states, Europe and far east!
What can we expect from Lyrics 4 Lyrics in 2011?
More sculpture pieces, stronger more theatrical designs and hopefully more people following the LEGO brick road!
