Issue 4, 2011. August-September



Georgian industrial designer Zviad Tsikolia has left his mark on designs for Bugatti, Castel beer, Khvanchkara wine and Georgia's latest military hardware. spoke to him about his work and how it feels to see his impact on cars, planes and other consumer goods.

Maia Edilashvili

Over the past 21 years, Zviad Tsikolia's signature designs have left his mark on consumer items on everything from luxury cars and watches to hot dog stands and military hardware.

His signature style was immortalized in 2006, when a Bugatti car he designed was displayed at the Concorso d'Eleganza Villa d'Este, a prestigious motor industry competition.

Once a senior designer with Design Club International - a Japanese company, Tsikolia has also exhibited his work at motor shows in Frankfurt and Geneva.

A graduate of Tbilisi State Academy of Fine Arts, Tsikolia said finding clients - foreign or local - has never been a problem.

He has found success at home, as well. During this year's May 26 Independence Day parade; the military unveiled its new Didgori armored vehicle, designed by Tsikolia.

The vehicle is named after a pivotal battle in the 12th century when Davit the Builder recaptured Tbilisi and made the city the royal capital. But his real passion however, is packaging.

Tsikolia Design R&D Ltd. has been credited for revolutionizing glass bottle design in Georgia. He has designed bottles for 3D beer, Herzog beer, Castel beer, Argo beer, Khvanchkara wine and Likani mineral water, among others.

Packaging - a second skin for marketing in Europe and the United States - is still not prioritized in Georgia, Tsikolia noted.

Designs for labeling, bottling and packaging Georgia products are starting to take off, but industrial design is lagging behind, he added.

"The development of industrial design is associated with industrial development, which is still a new process here. Since we have wine and soft drinks, packaging design - labels, postcards, etc. are necessary and thus the graphic design has succeeded more or less."

"If our businessmen were aware of how important design is to the company's profits... Georgia's industrial design would not be so archaic looking," Tsikolia noted.