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“Designers need to go miles deeper than the cosmetics and understand that their work contributes to the employment of a host of people… Success in this respect guarantees additional work.”


-Todd Bracher Trea for Humanscale


For two decades New York-based Todd Bracher has been making an unforgettable impact on the international design scene. From heading Tom Dixon’s design studio to acting as Professor of Design at l’ESAD in Reims, France, and serving as Creative Director of Scandinavian luxury brand Georg Jensen, his client list boasts the most innovative brands across the industry. During the last quarter of the year Dubai will welcome the launch of his Trea chair – winner of a Red Dot Award. His design philosophy is succinct. “I subscribe to balancing business


objectives, the human condition and contemporary culture,” he says. “This chair (as an example) demonstrates that balance where we match cost targets


and manufacturing processes with a market need / ergonomics, and execute in a way that is relevant to our contemporary culture.” Recipient of nominations for International Designer of the Year, Bracher’s


theory and praxis have resulted in endless accolades from the industry, including: Best New Brand Wallpaper* magazine; Best New Designer ICFF New York; Design Miami Designer of the Year nomination; a Red Dot Award; International Designer of the Year 2015; and many more. Given his extensive accomplishments, it’s no surprise that Humanscale was


keen to work with Bracher. “The collaboration was born out of dialogue with me,” says Robert King, founder and CEO of Humanscale. “We have the shared


SEPTEMBER 2016


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