By Marie Kulik, Manager of Exhibitor Business Development
Ohlig Ralf of blomus sat down this week with Marie to discuss the idea to include high design in the International Home + Housewares Show, appreciation of the skill that goes into design and the emergence of gia as a high design award.
Marie: What is the inspiration behind the design and functionality of your home and housewares products?
OR: We strive to create products for everyday use combined with an outstanding design. Functionality usually is a clearly defined fact with a product while the design is a variable. To create an outstanding design among a product with a clear function is our inspiration.
Marie: What makes a design “great”?
OR: “A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.” This quote from Antoine de Saint-Exupéry outlines our perception of great design really well.
Marie: How much does cost influence design?
OR: The environment we are in sets clear limits to what price you can ask for a certain product. The appreciation of details and design skills, combined with quality workmanship will always cost more than a generic “off the shelf” product you can find anywhere. Design-savvy consumers are happy to pay a little extra for a great design, but clearly within limits. It is therefore the task of the designer in cooperation with the sales organization to define these limits.
Marie: What does your company offer the home and housewares industry?
OR: blomus offers an excellent concept and the probably widest available range of well designed but functional products. This range is supported by an elaborate shop-in-shop display concept which emphasizes on the brand image at the point of sale. To cater for the demands in the US and Canadian market we have installed logistics which make almost all blomus products easily available for US and Canadian customers with a warehouse centrally located in Illinois.
Marie: What was your first impression of Discover Design? The International Home + Housewares Show in general?
OR: The goal of Discover Design was to group together design minded brands within one section of the hall to attract specific buyers into that area. This goal was achieved in most parts. There were for sure some of the leading design brands, others were yet missing, but if Discover Design succeeds it will be a question of time. The coverage and attention of media and certainly the organizers was splendid and the special exhibit was very nicely organized. As expected, some improvements can be made, but then it was only the first time this project has been realized. The show in general seemed rather busy and the overall impression was very positive. Most fellow exhibitors to whom we talked seemed happy with the outcome and keen to return. As the IHA has not had any area like Discover Design before, it will be a while before everybody in the industry has comprehended the idea and all the design minded buyers will attend. Honoring also the manufacturers with a GIA award will help the overall image of the award and will make it known among the design brands, rather than merely the stores around the world – and I’m not saying this just because we got one.
Marie: How do you see design impacting our industry five years down the road? 10? Longer?
OR: Design will always be a key factor in our industry. The perception of the home being a place of well-being and retreat from the outside world is gaining importance rapidly. Consumers are willing to invest a bit more to be different. We estimate this trend to continue and design will play a more important role in everyday life.
Marie: How much does the use or function of a product play into the design of it? Do your products follow a similar design throughout the line or does the influence differ from piece to piece?
OR: It all depends on the kind of product which is being developed. If you look at products which are to be simply of a decoration purpose you have more freedom in design. The creation of functional products sets natural limits to the freedom in designing, which does not mean that the designs of this type of product will be inferior. Form follows function is one key word as the function is the most important factor within this product category. Bottom line is, they have to work. Nevertheless designers explore ways of maintaining the function but creating designs which have not been seen before. The design influence differs by product, but you want to establish a certain handwriting so your brand is recognizable and can be differentiated from others.
Marie: How did the Discover Design help to expand your brand?
OR: Discover Design helps creating brand awareness among retailers within our industry, whether US based or internationally. This is one of the most important goals and key to success to our brand. Brand awareness in retail is generally followed by brand awareness among the consumers, which is the ultimate goal to achieve.
