Simple and smart, Magisso home goods products reflect the attitude and atmosphere expected of Scandinavian design. Their hand tools and kitchenware reduce the complexities of daily tasks; tableware inspires harmony and calm. Legendary Finnish design infuses innovation with comfort in modern interpretations of form and function.
IHA: Juhani, where do you find inspiration when designing new products?
JS: We are constantly looking for trouble – to solve it! It is fascinating that you never know where the inspiration originates each time. New innovative design ideas can come to mind by touching surfaces, listening to song lyrics, observing nature and just living your everyday life. It’s all about how you see the world around you.
IHA: Are there any specific designers, places or eras that influence you?
JS: Our design DNA comes from the functional Finnish design heritage where all the lines and shapes are timeless and in perfect harmony. I personally love the works of Tapio Wirkkala, Timo Sarpaneva and Eero Saarinen – oh yes, and the works of Mother Nature. There’s nothing extra, only the necessities.
IHA: How do you choose which idea to take to the next step – to product development?
JS: Our staff generates many ideas; we also receive product suggestions from consultant designers and even from Magisso users. It is hard work to choose the most suitable ones (and a lot of fun). The most important thing is to know your customers and their needs. So we have actually developed a quite sophisticated measuring system that helps us to identify the next big hits for Magisso home goods.
IHA: How do you identify the key user audience for your products?
JS: We use varied consumer test groups. We also cooperate with several universities around the world for market, user and brand research. And then we talk a lot with our customers. However, I think it’s sometimes better to shut up and just listen.
IHA: Is there an approach or look that joins the functionality, form or emotional appeal of your product line?
JS: We start from a problem, so form always follows the function. Material selection is based on the function needed. Just look at any Magisso home goods product and you will see the eye-pleasing minimalistic design approach—nothing extra and free of short-term trends.
IHA: How do new technologies influence your product design? For example, do you use 3-D printing or other technologies to develop or launch products? How do you use social media?
JS: Social media, especially YouTube, is extremely important for us as every Magisso product has special features that need to be explained. A short video is a perfect way to get people excited. Magisso has almost one million views on the YouTube channel!
We have used 3-D printing for about seven years now. It definitely makes the product development process more time-efficient and brings an idea come to life easily and quickly.
IHA: How do you see design’s importance in our industry as it moves forward?
JS: Design is and has always been everywhere, whether you want it or not. Its importance will grow in the future. I believe the perception of design has changed to more than “just” an individual product design standpoint. Design will be more and more related to concept and lifestyle creation, service design and brand identity. Design process can go all the way to the people who are excited to work for the brand. Companies like Google know how to do this all. And even more.
To learn more about Magisso home goods, see http://magisso.com.
For more interviews with interesting designers and housewares innovators, visit the Inside Discover Design blog.