Crafting a canvas

Steelite’s reputation for quality is undisputed, but talk about your approach when it comes to designing a new collection, what key elements must each Steelite assortment have?

A new Steelite collection is created in response to several ongoing and changeable criteria. It may be that a new trend has emerged for which we see an opportunity, or functionally and aesthetically, with existing ranges, and across different product types. This adds levels of complexity and perceived value to the entire offer and allows the chef the freedom to mix and match the ware he chooses from many different, but complementary patterns.

Regardless, all Steelite ranges must functionally perform each factory’s strengths are made best use of and respected during the design and development process. This approach ensures manufacturing efficiencies and a positive outcome for the quality of the end result. It also maximises profitability and reduces waste. Designers should be responsible for not imposing a design on a factory ill-equipped, either through know-how or machine capability, to deal with producing it. it may be that an older collection has the possibility to be updated and enhanced by the addition of another, to add further perceived value through association, and enhanced functional and visual richness. Many Steelite ranges are designed to be aesthetically strong when used on their own but are also intended to be backwards compatible, both exceptionally well in busy kitchens as well as delight the consumer by best showcasing the skill and artistry of the chef.

In addition, it is incredibly important to design to the strengths of the manufacturing resource. All factories are different and have inherent abilities and methods, some of them unique. I go out of my way to ensure that

That is not to say that factories should not be pushed to innovate, they absolutely should, but this should be done sympathetically and with full knowledge of the resource’s current and potential future capabilities.

I am incredibly fortunate to work with a small but highly creative, dedicated and innovative in-house team and between us, we work through the challenges and opportunities of shape and surface across many substrates and factories for Steelite International.

I have ongoing dialogues with many industry professionals throughout the industry at all levels. Steelite’s own global sales teams are invaluable in providing insight and intel into what is resonating in their markets. However, I particularly enjoy trade shows, not to see what everyone else is doing, but to talk to people. This gives me invaluable insight into what they’re thinking and how they see the markets progressing, even when they’re not talking directly about new products. I take a generalist approach in that we are designing for mass appeal and so