By Vicki Matranga, Design Programs Coordinator
Get to know the people behind the stylish, thought-provoking designs that will be exhibited in Discover Design. This series of conversations will give you a glimpse of the inspirations, influences and ideas that go into creating the exciting products that you’ll see at the 2013 Show.
We’re speaking with owner Ulf Bystedt. Ulf founded Bosign AB as a privately owned Swedish company in 1995. Today, Bosign’s customer base and distribution channels stretch over several continents including Europe, Asia and the United States. Operations and strategic functions are managed under one roof from Bosign’s head office in Stockholm, including design, product development, sales, marketing and logistics. Distribution and manufacturing have been managed from Bosign’s production site in Hangzhou, China since 1998 as part of an overall quality control strategy. Bosign’s product development team is inspired by cultures from many regions of the world.
Where do you find inspiration when designing new products?
We find inspirations from improving the daily lives of our customers. We aim to meet the challenges of contemporary living with fresh, forward-thinking solutions.
Are there any specific designers, places or eras that influence you?
We are influenced by the Scandinavian lifestyle. This is inspired by nature that surrounds us and is mixed with influences from all parts of the world. We aim to create products that fit into this lifestyle.
How do you choose which idea to take to the next step — to product development?
We evaluate our ideas with few perspectives; the item has to be unique in the world and be of value that would attract our broad target group. The idea has to fit our core values – simplicity, curiosity and freshness.
How do you identify the key user audience for your products?
We like to share our design with customers who enjoy smart ideas and care about details in everyday life.
Is there an approach or look that joins the functionality, form or emotional appeal of your product line?
We combine modern Scandinavian detail and lasting functionality with unexpected twists to create lifestyle products that make even a common everyday activity an enjoyable experience.
A Bosign product is aesthetically delightful, easy to use and so well-designed that its real value is not even obvious at first glance. It gives you something extra in both functionality and form every time you use it, and it adds joy to your life in the process.
How do you see design’s importance in our industry as it moves forward?
Design is important for the overall presentation of a brand. It helps a brand to communicate to the audience that a smart aesthetic solution will make most everyday activities more enjoyable.
Where are your products manufactured?
Most of our products are manufactured in China.
How does Discover Design help to expand your brand?
Discover Design creates visibilities for Bosign in the worldwide market. The gia award from Discover Design is a much-appreciated quality approval of product. This award is highlighted and passed on to the consumer and serves as a guideline for him or her to choose our product over others.
What advice can you offer to designers working in the home goods field?
Observe the lifestyles in different countries and get inspired. We try to “work hard to go beyond expectations, improving the daily lives of our customers by providing unrivalled quality of design with superior functionality in simple, value-added products.” This is not always the most cost-effective process in the short run but must be calculated as a long-term investment in your customers’ satisfaction with your product and brand. We believe it is important to use environmentally friendly materials and production processes.
Thank you, Ulf, for taking the time to acquaint us with your inspiration and practices. Your elegant products fit into modern or traditional home styles. We look forward to seeing more at your booth S3470. Learn more about their products at www.en.bosign.se.
Discover Design is the premier design destination at the International Home + Housewares Show. Located in the South Building, within the Dine + Design Expo, the invitation-only category features more than 100 exhibitors from around the world. Companies driven by innovation and inspired by design present distinctive products and collections in Tabletop, Gift, Textiles and Home Décor. Exhibitors are selected to participate by a panel of industry experts comprised of retailers, design journalists and peers. Some exhibitors appeared here last year, many are new to our Show. The Discover Design Gallery, accessible to buyers and media, features select products that are entries in the Global Innovation Award (gia) for Design. Learn more about Discover Design exhibitors and their products by checking Housewares Connect 365 at www.housewares.org.