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What would you recommend to young designers, what should they pay special attention to in their projects?
The important thing is easy handling, technology that is pared down and simplified. For me, there is a great fascination in products which maintain a high aesthetic quality through their use of particular technical components.
The roots of aesthetic design often lie in technology itself.
Aesthetics and beauty together generate a product's longevity. You don't throw away beautiful things that you like. But this shouldn't be confused with things that are currently trendy and 'in' but which lack an "inner" aesthetic quality and are quickly swapped for something new. To me, this "inner" aesthetic quality includes the technical components, the function aspect.
Beauty and aesthetics are very dependent on the tradition and culture from which they are seen. Function is something that remains almost the same all over the world.
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Can you give us an example of what you consider to be successful design within and outside of Braun?
Let me begin with examples from elsewhere. There's the classic Porsche. The design of this car has been changed very little over the past 40 years or more. Design, product language and attention to detail still exercise a huge fascination even today.
And the Ixus II camera from Canon, because of the different combinations of metal surfaces, polished, brushed etc., the highest technical standards, compact size and quality - this is also one of the most remarkable products in my view, both technically and in terms of design.
In terms of Braun products the new iron is significant on account of the range of innovative detailed solutions and the overall impression of the product, which is very successful. This product was a big challenge for us in terms of technology and design, because it took us to the limits of what was feasible. And of course the Braun classic, the compact coffee machine range. Often emulated but never matched, a lot of "bad copies" confirm that Braun went down the right road with this product. Its simple cylindrical shape has made it into a design statement per se.
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Thank you very much for this informative interview.
Thanks to you too, and may I take this opportunity to wish all the students and young designers every success in the BraunPrize competition.
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