BE2017en

MOTIVATION
‘The times change, and we change with
them.’ When and why does a manufacturer
take the step of approaching an external
designer? Some do so right from the outset,
whilst others only take the plunge at a particular
point in their existence.
Let us start with the latter scenario. This is
prompted by a company wishing or needing
to broaden its horizons. When it began working
with freelance designers ten years ago, this
was what motivated Joli. “You run the company
in accordance with a certain pattern of thinking.
You keep going down the same old road. As an
insider, there’s always a danger of tunnel vision.
An outsider can look at things unimpeded, from
different angles. A good example is the way in
which Tom de Vrieze made us aware of the ellipse
shape. We were accustomed to thinking
only in terms of rectangular tables. But now the
Elyps is our most popular model.”
At large family concerns such as Mecam,
Mintjens and Recor Group, the situation is a little
different. Their aim is to broaden their customer
base, in addition to their core business.
To strengthen their businesses’ position in the
market by reaching out to new target groups for
the future. This future is a design brand, which
functions as an autonomous entity within the
group.
For Moome and Indera (Mecam), MMood (Mintjens)
and Recor Home (Recor) alike, there was
not a shred of doubt. “A new design vision requires
external designers, as this is an entirely
different ballgame for the company and its designers.”
JOLI – LAYERS
DESIGN: SYLVAIN WILLENZ
‘Layers’ owes its name to its successful concept:
lighting, tables, chairs and cupboards
that can be customised ‘layer upon layer’.
Each layer reveals how refined and ingenious
the design is. A symbiosis of high-tech shapes
and materials. Vertical volumes (legs, backrest)
are reminiscent of a leaf on a tree, with a
subtle fold line culminating in a rounded top.
The layered structure has even been extended
into an innovative sheet material. ‘Wood
on Glass’ consists of a layer of oak veneer
above a layer of tempered glass. This creates
a wafer-thin, lightweight and extremely stable
tabletop – with a phenomenal span and
unlimited shaping options. Layers is thereby
elevated to the very highest level.
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