Design stories DESIGNED FOR LIVING
TIJN VAN ELDEREN, CEO, BRABANTIA, TALKS TO JADE TILLEY ABOUT THE REVITALISATION OF THE BRABANTIA BRAND, AND THE QUEST FOR PRODUCTS DESIGNED FOR LIVING
JT: WHERE DID ‘DESIGNED FOR LIVING’ COME FROM? TVE: We conducted some research to really get to the crux of what consumers want and need and what they expect of a brand such as Brabantia. We asked our target group what they thought of Brabantia, they replied that they really loved us, wanted to change our products once in a while and use our products as long as THEY wanted (not as long as WE thought i.e. a 10 year guarantee). From there we set out to focus our efforts on designing household goods that are beautiful and smart. We also recognised that we need to create products that last as long as they want, meaning that if they want to use our products for 20 or 2 years, that’s ok. We’ve designed the products to be almost completely recyclable. Our newest FlatBack pedal bin has received a C2C certificate to prove just that point. Underneath this all lies an awareness and a will to make our processes as eco-friendly as possible. Simply put, we aim to find the ‘sweet spot’ between design and sustainability, beauty and practicality, smart and stylish. This is ‘Designed for Living’.
JT: WHAT IS YOUR AIM WITH THIS NEW BRAND EMERGENCE? TVE: We aim to delight and positively surprise those who buy our products.
JT: YOU ARE PRIMARILY PRODUCT DESIGNERS, DO YOU HAVE AMBITIONS TO BRANCH OUT INTO FULL-SCALE INTERIOR DESIGN? TVE: Each year we develop new colours, prints and decors. Last year we received 3000 design proposals in a design competition we organised. We also made an ironing table décor that the interior design section of a big UK newspaper coined as ‘a design too cool to hide in the closet.’ So the potential is there. Whatever happens in the future we want to make sure we seduce our consumers with beautiful,
functional and sustainable products.
JT: HAVING BEEN IN THE INDUSTRY FOR OVER 90 YEARS, WHAT HAS BRABANTIA SEEN AS THE BIGGEST EVOLUTION IN HOMEWARE DESIGN? TVE: Some 15 years ago we saw a big influx of cheap ‘knock offs’ of quality products coming on to the market. I believe by now many of those who bought those products now see them for what they truly are: knock offs. The true value is in beauty and sustainability.
JT: WHAT WAS THE BIGGEST CHANGE FOR THAT SECTOR OF THE INDUSTRY? TVE: Obviously the advent of the digital consumer is the biggest change. And I am sure that the way things are developing on a technological level, there are many more evolutions to come. We just need to pick those that can help us make products that are ‘Designed for Living’.
JT: WHAT DOES BRABANTIA ASPIRE TO LOOK LIKE IN 10, EVEN 20 YEARS TIME? TVE: I honestly do not know what the future holds for us but I am sure that if we continue to build our brand the way we are building it right now, we shall be able to hand over a prospering company to the fifth generation!
JT: WHAT ARE YOUR TOP HOMEWARE PICKS OF 2014/2015? TVE: I love the designs by Norm for Menu; simplistic, minimalistic, yet very stylish. I always look forward to seeing what they come up with. As for ourselves, I expect a lot of good coming from the bright colours (Minty Metal and Passion Red) and the Pauline décor, as well as our beautiful FlatBack pedal bin with its Cradle to Cradle certificate.
www.brabantia.com/uk July 2014 Interior Design Today 71
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