That is unusually public spirited. Since the beginning, we’ve had three words which explain our philosophy: logic, morals and magic. If you understand these three words you can understand how we think. Could you explain a little? The world out there, as well as design, it’s a logical thing. You have to use logic to decide what the future will be like, what will it mean for this product? You have to think first. Not sketching, but thinking. Where do the morals come in? It’s a big word, morals. In fact, they’re all big words, but this one means we solve problems in a good and helpful way, out there in the world. In an everyday sort of way. No BS. A product should be a problem solver and it has to be innovative. It should not be just a one hit wonder. It should last for several years. It must be well done, made to last.
German Design Award 2017 Gold Vorwerk Kobold VK200 Upright vacuum cleaner
Big ask in the age of ‘throw away’ consumerism. For our clients and from an ecological perspective, there is no other way. We don’t do plastic products that last for a week and get thrown away. So, you have standards… But we also need Magic! I think this is the most important one. You’ve got to love the product. Without emotions, for people out there in the world, nothing works well. You can think a lot, you can act morally, but you have to love it, and the people you design for have to love it too.