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The Braun Prize Competition always attracts a lot of entries from all over the world, but a disproportionately small number from Canada and the US. What do you think is the reason for this?
In my view this lack of participation can be attributed to two factors: the lack of awareness regarding the Braun brand (generally in North America) and the lack of historical references with respect to Braun's role in shaping design thinking. The former is market driven and it is hard to combat - most students equate Braun with small hand held appliances rather than the larger company scope- the latter is a product of history of design courses that may not expand enough on the "historical" Braun product lines and their innovation over the years, from 8mm cameras to hi-fi equipment. It is here that an opportunity exists for Braun to create awareness materials to be used in the teaching of design history and theory courses world wide.
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What do you value in your communication with young designers?
Freshness, honesty and curiosity.
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How should a young designer approach a new assignment?
The best approach is through the eyes of a child: be curious about everything, experiment, reason everything before you draw any conclusions, do not jump on forms but rather define what the form must do and how it interacts with the user before you decide how it looks while doing it.
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What advice do you have for young designers?
Develop a passion for knowledge. There is an increasing demand for designers as "concept makers" - idea generators rather than problem solvers. This demand is present at all levels of employment and all situations, from corporate in-house groups to private consultancies. The new context requires knowledge and insight, that which now forms the true skill set of the designer. Knowledge is no longer an option and it is no longer minimized in the development process. Rather, it has become an imperative. Design is a sequence of choices. Knowledgeable/insightful designers make smart choices.
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