In the last 16 years we measured 5000 women. From that research we found many new results…Why does the body work like this? What does the body do about walking?…The pants show the body. It should be a nice picture and painting. We want to make that possible. That was our purpose. We’ve never been satisfied by anything that is half.
Bread for us is an emotional product. How do we give it the level of attention it deserves? And how can we present bread in a different way? If we look at conventional bakeries, they stuff the bread on to one shelf. How do we make it a product you really desire, that triggers emotions and also reflect on traditional consumption and connect to bread in a different way?
“We try to keep the distance between the customer and the workshop as short as possible…These are objects that I want to be used. And it should be used hard. That’s what they’re made for…Buying a table takes a long time. It takes months….Most of these people are buying the last table for their life…For me it would be a success if the grandchildren still like the table.
“People see eggs and they ask ‘are these barn raised or free range raised?’ ‘Are they organic or not?’ It baffles me that wine is not the same. Where did it come from? How was it grown? Is it organic? People should be interested in the process and provenance of wine, the same way they are with food.”
For a long time I’ve called it a compulsion rather than a business because there are things that I can’t leave on the footpath. Obviously I don’t need any more chairs. You see the potential in something and you know you can make it something that other people will value again, and you can’t pass it up because you know that not everyone can do that or see it until you’ve had your way with it.
I am figuring out how to make that difference between obsolete and desirable. What makes desire last a long time? Some of the things I have found are considered to be “good design”, even “classic”. How do they become unwanted? What gives objects a staying power in desire? What imparts longevity?