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Re-thinking Design

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Some thoughts

I was at an airport, waiting for my flight back home in Berlin, when I stumbled upon an article titled "Hope" by Brian Collins. In it, he posits that hope is a power we need not surrender. As I lost myself in contemplation, I began to ponder my own superpower as a designer. It  was far more formidable than I had previously realized - to make things.


Build a
greater truth.

We are now at another crossroads, where we urgently need our lives to be radically redesigned and reconstructed after the grief and turmoil of the Covid-19 pandemic. It’s time to rethink as designer who have the knowledge, vision, and ambition required to deliver the innovations needed to secure our future.
Design as a ubiquitous force that influences every aspect of our lives by helping to ensure that developments of all types - social, political, economic, ecological, cultural, scientific, and others-are applied in ways that will affect us positively, not negatively. By doing so, I am fulfilling the vision of the Hungarian artist, designer and visual theorist László Moholy-Nagy, who described design in his 1947 book, Vision in Motion, as “not a profession but an attitude”, specifically, he saw design as an “attitude of resourcefulness and inventiveness which allows all projects to be seen not in isolation but in relationship with the need of the individual and the community.”
All my works are committed to the greater good of all communities, all geographies, and all species, and to making all our lives fairer, safer, healthier and more enjoyable, productive and inclusive.






There is a profound and enduring beauty in simplicity, in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter and ornamentation: It’s about bringing order to complexity.
It should be the invisible made visible. A mindset made tangible and communicated directly to the senses and the motivation. But it cannot be too literal, too finished, too complete. It must allow for change. Otherwise we make a prison, any design must be able to be used, to evolve, and continue to live with those who take it on.

I have developed an agenda of working to create a design that starts with human experience, that prioritises our well-being and enhances our humanity. My design puts the human being at the centre. I am fascinated by what drives us, brings us together and ultimately makes us feel alive. You can design the most incredible product and yet it requires people to make it a reality.
Good design is always about more than the way things look (although that is certainly an important part of the toolkit) it is about making sure the human experience is prioritised when we build. It is about human happiness and well being, it is about making life better.
The design amplifies and accentuates our lives by giving our everyday habits a special context, spirit and warmth, which makes the ordinary extraordinary.

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