• innovative..

… innovative design always develops in tandem with innovative technology, and can never be an end in itself.

•  makes a product useful…

… it has to satisfy certain criteria, not only functional,
but also psychological and aesthetic…

•  aesthetic…

…only well-executed objects can be beautiful.

• makes a product understandable…

… better still, it can make the product talk. At best, it is self-explanatory.

• unobtrusive…

products fulfilling a purpose are like tools. They are neither decorative objects nor works of art. Their design should therefore be both neutral and restrained, to leave room for the users self-expression.

• honest…

it does not make a product more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept.

•  is long-lasting…

… unlike fashionable design, it lasts many years – even in todays throwaway society.

• is thorough down to the last detail…

nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer.

• is environmentally friendly…

design makes an important contribution to the preservation of the environment…

• is as little design as possible…

less, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity.