This week’s edition of Inside Discover Design features Evan Dash. Evan is a current member of IHA’s Board of Directors and has been debuting great products at the Housewares Show for years. This was his first year exhibiting his new company StoreBound, electing to debut along with Discover Design.
Marie: What is the inspiration behind the design and functionality of your housewares products?
Evan Dash: We always strive to make products that fulfill a need and make things easier. Function always drives our design and the form follows. In the case of The Laundry POD, we licensed a patent and after gaining a deep knowledge of the target market, we set out to make the first portable washing machine that really works! We paid attention to all of the possible usage scenarios and sought to create a true solution for a market where there is clearly a pent up demand.
Marie: What makes a home product design “great”?
Evan: In my opinion, a design is great when a significant percentage of the population can connect with the product within seconds of coming into contact with it. The consumer is more time starved than ever. It is critical that the design convey the use of the product and that the benefits are clearly identified. The ultimate indicator of whether is design is great is the smile you see when a consumer interacts with a product for the first time.
Marie: How much does cost influence design?
Evan: We pay close attention to cost and value. I typically let my designers begin a project as if cost were no issue. When we solidify a concept then I give reality a seat at the table and we discuss the retail price-point that we need to achieve and the cost it will take to get us there.
Marie: What does your company offer the Home and Housewares Industry?
Evan: We offer the industry unique products that fill a specific void or address a particular need. We bring design and value to the table as well as a unique business perspective as our management is comprised largely of ex-retailers who understand the challenges of the buyers’ job today. We aim to make our buyers jobs easier while delivering predictable results. We always have a point of view and are comfortable with not trying to be everything to everyone.
Marie: What was your first impression of Discover Design? The International Home + Housewares Show in general?
Evan:We had an outstanding 2011 Housewares Show. I knew that exhibiting in the Discover Design pavilion would provide us the unique opportunity to showcase our products alongside many accomplished design companies while making an impact with retailers specifically focused on upscale and innovative products. However, I didn’t realize how much steady traffic would be generated throughout the show, up until the closing minutes. I have attended the housewares show for several years and have been accustomed to it taking some time before the traffic reaches the back sections of the South Hall. I have never seen the immediate rush of attendees to the rear of the Hall that was generated by the Discover Design display.
Marie: How do you see design impacting the housewares industry five years down the road? 10? Longer?
Evan: Design has always been important to our industry. I think the broader topic of Innovation is really what is going to set successful companies apart. Those companies that embrace innovation and the people who bring it to them will be the ones positioned for the brightest future. Of course there will always be a market for commodity products, but to ensure long-term survival and prosperity, innovation is key.
Marie: What advice can you offer to designers working in the home goods field?
Evan:Too often, I’ve seen designers fall in love with a product they are developing. It is critical to detach yourself from it during the process and take a step back. Look at what you are doing through the consumer’s eyes. Don’t get enamored with the beauty of an object until you are enamored with its usefulness and whether it really delivers as a product. Will it sell in a retail environment without someone standing next to it to tell the story? Will the consumer love it once they bring it home? Will they continue to love it a year or 2 later? These are the real benchmarks of great design in my opinion.
You can find more Inside Discover Design profiles in our archives. For more information on Discover Design please contact Marie at mkulik@housewares.org.
