Vision

“Donʼt make anything unless it is both necessary and useful, but if it is, do not hesitate to make it beautiful.” (Shakers quote) We believe in the principle of form follows function as long as the concept of function is broad enough. People don't only have material or physical needs, we also have mental, social and aesthetic needs. By keeping this in mind, you end up with very pure design that does what it has to do in a very efficient and beautiful way. Funtionality is one of the essential aspects of good design. If a product isn't designed to fulfill its function as good as possible it is art or decoration. We believe that the search for a design that fills in its function perfectly never stops. There's always room for improvement.
Durability and sustainability go a lot further than just quality or just using ecological materials. It should be a philosophy that is implimented in every step of the design and production process. Superior quality for maximum lifespan, optimal use of materials, Local materials and production, Small transport volume, Energy minimization in the production process, Ecological packaging ... If all steps are well considered the footprint and in most cases the cost of a product can be drastically reduced. The biggest challenge however is to create aesthetic and emotional durability. Only then people will hold on to their products and timeless design is created.
There is no need to design any more products that won't be used. Our world faces an abundance of bad products and a lack of good products. Dirk Wynants believes in the big responsibility of a designer to create good design through added value. Not just a different shape, but real innovation, which creates better solutions.
Good design is not only inspired by the demand and wishes of the market and its clients, but responds to real and evolving needs. A designer is an all rounder and must be able to foresee, read these needs and translate them to solutions. Good design not only helps, but can also educate the end user.
A big part of design is finding the right material for a product. We believe that the right material is the one that will fulfill it's function the longest and comes from an honest resource. This honesty should be applied to the marketing strategy as well. Good design does not make a product more innovative, sustainable, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept.
Solutions should be flexible; adjustable to the userʼs personal needs. Yet they should not become complex or confusing to use. Good design makes the product clearly express its function by making use of the userʼs intuition. At best, it is self-explanatory.