Ada Kezić, a product designer who got her Masters Degree in Design in 1996 in Zagreb. Until 2010 she worked as an in-house designer, after which she founded her own design studio called A1 FORMAT. She works on projects that integrate industrial/product design, interior, exhibition and graphic design. She is a member of the CCIA, CDA, CAAAA and IDA, CCE. She exhibited at International fairs and exhibitions in Zagreb, Spliz, Belgrade, Ljubljana, Cologne, Stockholm, Milan. Her motto is: „Simplicity.“ At this year's Zagreb Design Week she will present a seating program called Sitty. It is a seating programe primarily intended for interior use, but also for public surfaces such as green zones in shopping centres. The use of materials is adapted to interior conditions (wood, fabric, leather). The idea behind the Sitty program is to incorporate interior elements, identical in shape and color but made from different materials like polystyrene or concrete (mobility or staticity of the elements), into the environment.