Our Philosophy
What is design?
Design is a step by step process. At its core, something called "design thinking". Design thinking is a systematic approach to each challenge and project. By using this approach, we try to solve every challenge in the most effective way possible in order to satisfy the client's needs, respect the given budget and make the world a better (and healthier) place.
Design is a result. By using a methodology and respecting key principles which include "balance", "harmony" and "psychology", design performs at its best. Design is a complex mechanism involving many different people from different backgrounds - at its centre, the designer, who is supposed to provide assistance, guidance and firm judgment in every and each case.
What is good design?
Design is everywhere today. Everyone talks about it, everyone seems to "do" it, everyone seems to know something about it. Our company comes from an educational standpoint: we teach design for a living, we help many individuals to understand design and to apply it in their projects, and we try to use the same approach when we design something - maybe it's a stool, maybe it's a Japanese restaurant - it doesn't matter. Every project is an opportunity to do good design. But what is good design? Good design is based on firm principles that have our common best interest at heart.
We have written ten principles for good design:
1. Design should last. If it doesnt pass the test of time is just pointless luxury.
2. Design should be humanised to the very last detail. If you can't feel, grab or enjoy it as a human being, is not for humans.
3. Design must be responsive. It should always work with you and not against you.
4. Design should be emotionally empty. People should be able to attach their emotions to it and not the other way around.
5. Design’s goal should be to enhance, simplify and boost the human experience, every other purpose is secondary.
6. Design should be for all, not for the people who can afford it.
7. Design should speak a universal language yet adapt to different cultures.
8. Design should be circular, not linear, the main question should be “How can we reuse it?” And not “Where we will throw it?”
9. Design should speak for itself. If it needs additional explanations it’s already a failure.
10. Design should be all about proper communication to the user, every and each time an object is used.
Design is a step by step process. At its core, something called "design thinking". Design thinking is a systematic approach to each challenge and project. By using this approach, we try to solve every challenge in the most effective way possible in order to satisfy the client's needs, respect the given budget and make the world a better (and healthier) place.
Design is a result. By using a methodology and respecting key principles which include "balance", "harmony" and "psychology", design performs at its best. Design is a complex mechanism involving many different people from different backgrounds - at its centre, the designer, who is supposed to provide assistance, guidance and firm judgment in every and each case.
What is good design?
Design is everywhere today. Everyone talks about it, everyone seems to "do" it, everyone seems to know something about it. Our company comes from an educational standpoint: we teach design for a living, we help many individuals to understand design and to apply it in their projects, and we try to use the same approach when we design something - maybe it's a stool, maybe it's a Japanese restaurant - it doesn't matter. Every project is an opportunity to do good design. But what is good design? Good design is based on firm principles that have our common best interest at heart.
We have written ten principles for good design:
1. Design should last. If it doesnt pass the test of time is just pointless luxury.
2. Design should be humanised to the very last detail. If you can't feel, grab or enjoy it as a human being, is not for humans.
3. Design must be responsive. It should always work with you and not against you.
4. Design should be emotionally empty. People should be able to attach their emotions to it and not the other way around.
5. Design’s goal should be to enhance, simplify and boost the human experience, every other purpose is secondary.
6. Design should be for all, not for the people who can afford it.
7. Design should speak a universal language yet adapt to different cultures.
8. Design should be circular, not linear, the main question should be “How can we reuse it?” And not “Where we will throw it?”
9. Design should speak for itself. If it needs additional explanations it’s already a failure.
10. Design should be all about proper communication to the user, every and each time an object is used.