In Profile:
JPA Design

Name: Elliott Koehler

Company Name: JPA Design

Position Within Company: Creative Director

Website: jpadesign.com

Tell us a little about your background in the sector:
My background in design stems from a lifelong passion for both art and problem-solving. I initially pursued fine art but soon transitioned to Industrial Design, drawn by the endless possibilities of creating functional and aesthetically compelling products. My career began with a strong interest in car design, which served as my entry point into the industry.

With over five years in my first role, I expanded my perspective through extensive travel, experiencing diverse spaces that deepened my passion for designing global environments and travel solutions. Today, my work blends artistry with functionality, always aiming to enhance how people interact with the world.

How would you describe your design ethos?
My design ethos is rooted in a balance between artistry, functionality, and human-centred innovation. I believe that great design goes beyond aesthetics—it should enhance the way people interact with the world. My approach is shaped by the idea that every detail matters to create seamless, immersive experiences that evoke emotion and comfort.

I also prioritize adaptability, tailoring each project to its unique context rather than relying on a formulaic approach. Whether designing a space or a user interface, my goal is to craft solutions that feel intuitive, engaging, and thoughtfully considered. Above all, I see design as a means to elevate everyday experiences, transforming the ordinary into something extraordinary.

Where does your design inspiration come from?
My design inspiration comes from a blend of art, exploration, and human experience. From an early fascination with movement and mechanics to my extensive travels, I’ve found that exposure to diverse environments and cultures fuels my creativity. Experiencing different spaces firsthand—whether a meticulously designed aircraft cabin or a simple, well-crafted object—helps me understand how design shapes interactions and emotions.

I also draw inspiration from nature’s efficiency, the precision of engineering, and the emotional power of art. I aim to create solutions that seamlessly merge form and function, elevating the way people engage with their surroundings.

In what direction do you feel that design is moving towards in a general sense?
Design is increasingly moving toward a more human-centric, immersive, and sustainable future. Across industries, there is a growing emphasis on creating experiences that prioritize emotional well-being, comfort, and personalization. In aviation, for example, we are seeing a shift from purely functional interiors to spaces that feel warm, welcoming, and thoughtfully designed—blending aesthetics with psychological comfort.
Technology and innovation are also playing a major role, enabling smarter, more adaptable designs that respond to individual needs. At the same time, sustainability is no longer an afterthought but a driving force, with a focus on reducing waste, optimising materials, and improving efficiency. Ultimately, the future of design lies in crafting solutions that are not only visually compelling but also deeply considerate of the people who interact with them and the world they impact.

Name five key themes to consider when approaching design in the future. :
1.Human-Centric Design – The future of design prioritizes user experience, ensuring that spaces and products are not just visually appealing but also intuitive, comfortable, and emotionally engaging. This is evident in aviation, where interiors are evolving to feel more personal and welcoming.

2.Seamless Integration of Art and Function – Great design goes beyond functionality; it should evoke emotion and create memorable experiences. Whether it’s eliminating visible screws in an aircraft cabin or curating an in-flight art gallery, every detail should contribute to a refined, immersive experience.

3.Adaptability and Customization – Design should be tailored to its context rather than relying on rigid formulas. By understanding the specific needs of users and spaces, we can create solutions that feel natural, efficient, and engaging.

4.Sustainability and Efficiency – The industry is moving toward more eco-conscious design choices, from material selection to reducing waste and optimizing efficiency. Incremental innovations—like rethinking weight distribution in aircraft interiors—can contribute to significant environmental benefits.

5.Technology as an Enabler, Not a Distraction – Smart design integrates technology seamlessly rather than overwhelming the user. Thoughtfully implemented innovations, such as intelligent lighting and personalized digital interfaces, should enhance rather than complicate the experience.

If you could offer one piece of advice when it comes to designing, what would it be?
If I could offer one piece of advice on designing, it would be to approach challenges with a positive, constructive mindset. A talented designer once taught me that this perspective is far more powerful than a purely critical approach. Embracing solutions rather than just identifying problems leads to more innovative and effective designs.

How important are The International Yacht & Aviation Awards?
The International Yacht & Aviation Awards play a significant role in recognising and celebrating excellence in design across these highly specialised industries. These awards provide a platform for innovation, creativity, and craftsmanship to be acknowledged on a global scale, fostering a culture of continuous improvement and pushing boundaries in both yacht and aviation design.

For designers, they serve as an important benchmark, highlighting the evolving standards of luxury, functionality, and sustainability. Being part of such an esteemed recognition not only validates the dedication and expertise behind a project but also encourages dialogue and inspiration among industry leaders, ultimately shaping the future of design in these fields.

Associated: Collins Aerospace