1. How would you describe Joseph Joseph’s unique style and aesthetic?
We focus on the whole user experience – creating products that work beautifully and are a pleasure to have around the home. We work to create products that are designed intelligently, function perfectly and look contemporary and modern.
2. When starting a new project, what is the creative process each product goes through?
We will start with 15-200 ideas on the drawing board, only 20% of these will go through to prototyping, and fewer still into production. This process can take up to two years, but we always want to make sure that the product works as it should and will be easy to understand and to use.
3. When looking for new ideas is there a particular thing you do to look for inspiration?
There isn’t one thing that we do, however we like to take a look at what is already out there and see how we can improve on it. Some items will never need improving, but it’s the ones that would work better is just one or two things were changed that gets our minds going.
4. How do you view the development of storage products in interior design?
With so many of us living in smaller spaces, especially in cities, the need to create clever storage is much more relevant. For this reason, we always consider use of space when we design our products, this can be seen in items as small as Nest 9 and Nest Storage and as large as Totem, our awar-winning waste separation and recycling unit.
5. How do you feel your products fulfil both form and function?
Function always comes first for us, if the function isn’t right then the product isn’t doing what it is supposed to. Aesthetics and form are at their most fantastic when they add to the function of the product, further helping the user to understand how it works. Index is a great example of this.
6. Why did Joseph Joseph decide to focus on specialist products for the kitchen?
Our grandfather founded the family glassmaking business which our father then took over and they made everything from industrial glass to chopping boards. A few years after graduation, our father asked us to re-design the range of glass chopping boards that the company produced as sales were slow and he thought that it needed a new lease of life, so we started off in kitchen products from the very beginning.
7. How long does it take to develop a new product through design, prototype, production and into the shops?
It can take anywhere between 1 year to three depending on the scale of the product or whether it is part of a larger range.
8. Which beautifully designed storage or organising product do you covet?
Definitely this one: The Penguin Donkey Plus by Isokon
9. Are you fanatical about buying great storage for your own home?
Absolutely, storage space is a premium in most homes so products that make the most of the space that you do have are a must.
10. Do you have any great organising tips you can pass on?
Always let go of the things that you no longer need. So much of our houses is built up with clutter that we accumulate over the years, it can be very cathartic to have a good clean out. Also, always buy classic items that are functional rather than just stylish, these will last the test of time better than anything that just looks good.
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