DÉCOR

61

DESIGN

Industrial design is one of the biggest influences on the inhabitants of this planet as it interfaces with millions of

products throughout our lives. However, it is one of the most under utilised and misunderstood business strategic weapons

that exists. By Denise Mhlanga

63

DESIGN

Renowned industrial designer, Brian Steinhobel founder of Steinhobel Design (Pty) Ltd says industrial design has the ability to solve most of the pressing issues of our time. He explains that one has to observe the mega successes of the world’s leading corporations that do not have strategies based on design and that it is the only differentiating factor left for a competitive advantage in the success of a product based business.

Brian created his first piece of proper industrial design by scribbling the shape of a chair on the side of a large block of foam obtained from a factory near to his home. He then cut a curvilinear chair out of it with a bread knife and used this chair until the end of his schooling. He was eight at the time. He went on to graduate in design in 1982 and has since become an icon here at home and abroad. He chats to us about industrial design and his work.

Your career spans over three decades, what are some of the major shifts in industrial design that you have observed?Industrial design is a contemporary profession driven by cutting-edge technology. The shifts are mostly linked to computer technology together with the evolution of material technologies such as nano technology, polymers, photovoltaic solar power and the like. Unfortunately it is a very surreptitious function, industry and consumers don’t appreciate its value and power to reshape the world we live in. Design has evolved from being elitist to being an integral requirement in modern day products. Consumer awareness and discernment have increased through products generally being better designed than they were two or three decades ago. South Africa is sadly one to two decades behind Europe in understanding and integration of design as a worthy culture and a means of progressing the region like Korea did 25 years ago.

What does industrial design entail and how different is industrial design in South Africa compared to other countries?Industrial design, better known as product development, is a multi-faceted undertaking comprising the orchestration of many faculties. These must be integrated through a sophisticated process if an excellent product is to be achieved. These include the creative design itself linked to a choice of production technologies, materials, intellectual property, ergonomic considerations, marketing objectives, safety standards, economic influences, trends and packaging to name just a few.

You have also judged a number of local and international design competitions, what have been some of your observations? Are designs innovative and sustainable?It does help to keep one’s finger on the pulse so to speak and it highlights how behind we are falling. There is also a global awareness of the carbon footprint issues and sustainability which designers must be responsible for on behalf of the companies they are designing for but realistically this is driven by the major corporations of the world. Alternative energy would be massively bigger in the world if it weren’t for politics and greed.

Tell us about your breakthrough moment, when people started

Industrial design, better known as product development, is a multi-faceted undertaking comprising the orchestration of many faculties.

62

DESIGN

65

DÉCOR

64

DESIGN

to recognise your work as an industrial designer?I think there isn’t a moment of breakthrough but rather an emergence of notability as a com-bination of decades of successful products I have designed. These have proliferated over R100 billion worth of production globally in 30 years.

You are no doubt creating footprints for the 21st century. Do you ever think about this when you approach a new project, that you are leaving traces for generations to come?I believe in creating products that due to their excellence won’t need to be recycled too soon. A designer must do his best to reduce carbon footprint wherever possible, but a classically designed product should last forever and become a collector’s piece if it is magnificently executed. There is an appropriate German term for this which is ‘zeitlos design’ – timeless design.

Describe your favourite design and what inspired that?My favourite design is normally the one or ones that are most current or in process. As far as an iconic form I would say the XES chair I recently launched in carbon fibre

which has a strong design presence. It has a lot of design undertones and is actually a sculpture that you can incidentally sit on.

How would you describe your work and what is the secret of your success?Always endeavouring to achieve powerful understated elegance and beauty in classic form with a sensual appeal to human nature and psyche. The word appropriate is also of paramount importance, where a product must be relevant to the category it is going to serve in every way. I have always maintained that excellent product development is a synthesis of art, business and technology. Once those elements are balanced the result is success. The secret of my success is an absolute undying passion and commitment to my design which I love and am grateful that I discovered a God-given talent and calling at a very young age.

What is your definition of smart designs and what is the impact of industrial design on SA’s future?Smart or intelligent design is now not an option in the design world, it is a necessity. Our lives are dominated by smart products and I think people who embrace the tech world of products have a massive advantage. I attend many trade shows globally to keep on the pace. If SA would embrace smart technology faster and with more enthusiasm I think we could have a far better future.

When you approach a new project, what triggers your vision – your emotional heart or the technical challenge?I design definitely with emotional heart leading and technical consideration as the problem solver wingman to achieve the vision. There are multitudes of symbiotically related issues in a design process but feeling the design is really the only way I approach the creative evolution of a project.

Visit www.briansteinhobel.com for more information.

A designer must do his best to

reduce carbon footprint wherever

possible, but a classically designed

product should last forever

and become a collector’s piece if it is magnificently

executed.