Idea

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Matthias Pliessnig Platinum (Beirut Lebanon)
Photo credit: Ieva Saudargaitė
Contents
Introduction
Chapter 1
Just Imagine if it were Possible
Absorb
Thoughts
Observations
Chapter 2
Thinking Differently
Understanding
Profiles
Themes
Chapter 3
Experimental Beauty
Materials
Exploration
Communication
Chapter 4
Sensory Perceptions
Sensory
Added values
Conflicts
Chapter 5
Adopting Responsibility
Sustainability
Tinkering
Inspirational
Chapter 6
Evolving the Reality
Blue sky
Project briefs
Conclusion
Glossary
Bibliography
Contacts
Credits
Acknowledgments
Introduction
Diverse conscious and subconscious experiences provide a unique,
ongoing mental catalogue of references capable of assisting the
generation of ideas if encouraged to do so. A continual journey of
experiencing the familiar along with the unfamiliar naturally broadens
the imagination.
All experiences are viable encounters for this purpose, and often it
is those that at first appear to be too abstract or irrational which
become the essential catalyst for the most interesting suggestions
and directions in the end.
Everyone has their own set of experiences, and an opportunity to
engage in dialogue with others who are both within and beyond
one’s immediate circle of associates encourages creative variance
and can further stimulate authentic thinking. In the initial stages of
idea generation everyone is different, and everyone has a different
take on things due to the exclusivity of their personal backgrounds.
The ability to engage the senses as critical tools and to attempt to
see things in an alternative context rather than being mentored or
escorted by any inherent mental baggage and preconceived values
encourages original thought. The French novelist and social
commentator Marcel Proust (1871–1922) recognised the importance
of “seeing with new eyes,” a view echoed by Henry David Thoreau
(1817–1862), who commented that “it is not what you look at that
matters it is what you see.”
The ability to see what others overlook is a trait of many successful
designers. David Kelley at IDEO believes it is possible to see
something original in a situation that has perhaps become too familiar,
and it is this capacity to discover and take inspiration from everywhere
that is so important. Things do talk if the observer is prepared to
listen.
The Mitate lamps designed by Studio Wieki Somers (2013) combine
culture and objects in arrangements that communicate multiple
messages to the observer. This reinterpretation of meaning manages
to challenge conventional perceptions.
Taking a risk and having a “dare to be different” attitude is
necessary if boundaries are to be pushed. The creative designer
must aim to occupy the unfamiliar territory that is beyond their usual
remit.
The ideas and outputs of designers such as Yvonne Fehling and
Jennie Peiz, with works such as Still Lives or Stuhlhockerbank, are
distinctive, experimental, and intriguing. The blurring of conventional
and unconventional practices and an ability to think differently with a
curious mind redefines the boundaries and questions values.
Approaching a problem from an alternative or lateral direction, while
remaining in control, assists in the attempt to see things from a
removed standpoint.
The Eigruob lamp for Kartell designed by the Japanese studio
Nendo (2014) concentrates on the space that surrounds the designed
object, creating a void in the form of the original Bourgie lamp by
Ferruccio Laviani. Exploring the unexpected is both challenging and
revealing. Ideas do not have to be overly complicated to be alluring
and wonderful. It is important to try and keep the thinking process
simple.
Interdisciplinary and cross-disciplinary approaches provide an
insight to alternative means, methods, and ideas. The cross-
pollination of ideas between creative disciplines or seemingly
unrelated disciplines triggers the imagination. It is not always
essential to understand what is being observed initially, as it may still
prompt thoughts and opportunities. Being outside a comfort zone
introduces original cultures and experiences. The exploratory,
challenging, and incredible works of designers such as Jannis
Huelsen and the Xylinum stool can introduce unexpected elements
and inspire atypical thinking.
Idea generation should not be an arduous journey but rather an
exploratory path, a pleasurable adventure, where the failure and
collapse of a thought is recognized and ultimately considered as
contributing to a success. The confidence to make a mistake is a
valuable characteristic of many experimenters in the search for a
viable outcome and was recognized by Danish designer Verner
Panton (1926–1998), who stated that “a failed experiment can be more
important than a trivial design,” a sentiment that echoed French
sculptor Rodin, who originally stated “nothing is a waste of time if you
use the experience wisely.”
Idea Searching for Design has engaged international artists,
designers, and educators to explore a broad array of methods and
practices associated with the practice of idea generation. The process
is often eclectic and sometimes visceral, where ephemeral practices
continually inspire and steer thought and process.
Just Imagine if it were Possible
Personal experiences contribute to a broad array of
creative triggers that can influence a design journey.
Continually absorbed, seemingly random encounters
and experiences can become pivotal in identifying
credible and compelling directions for the curious.
Embracing eclectic practices and appreciating that
inspiration often assists with the generation of ideas.
Absorb
Experiences
Prior experience
Experiences that are encountered repeatedly create a

knowledge base that can be called upon and used in the
generation of ideas. The more experiences that an
individual encounters, the greater and more diverse
mental references become, all the better for suggesting
lateral connections. However, the same knowledge can
also become a hindrance if an individual is unable to
redefine its meanings and is incapable of seeing objects
in an alternative or imaginative context. It is always
necessary to approach the design process with an open
mind and to be prepared to experiment and appreciate
objects in a new way. A closed mind only harbors a
restricted, desolate, and unproductive imagination.
The imposing and compelling Mitate lamp collection
created by Studio Wieki Somers echoes traditional
Japanese culture, making individual references to
subjects such as geisha girls and Japanese gardens. The
multi-layered approach embraces these elements while
also making the transition to create a contemporary
collection in which the individual works have a specific
lighting identity. The capacity to manipulate different
perceptions and communicate an array of meanings
within the complete collection is also evident at the
component level, where familiar objects are used in
unexpected arrangements and adopt a variety of
contexts. The cross-pollination of culture and experiences
captures the imagination in a manner that might not be so
evident if the mix of references were absent.
Traditional craft, contemporary design thinking, and an
array of experiences provided the platform for the
inspirational collection.
Dutch designers Wieki Somers and Dylan van den Berg
(Studio Wieki Somers) challenge convention in their
creative approach to design. Collections including Mitate
(2013) and Chinese Stools (2007) demonstrate an ability to
engage in tangential thinking and to confront entrenched
perceptions of everyday objects to reveal the previously
unseen.
The Mitate lamps represent the principles of the
samurai code of honor:
1. Gi (cord lamp) > right decision

2. Rei (shields lamp) > right action
3. Makoto (reflection lamp) > truth
4. Jin (fabric lamp) > compassion
5. Yuu (mirror lamp) > bravery
6. Meiyo (mesh lamp) > honor
7. Chuugi (black hole lamp) > devotion
“You can’t experience the experience until you experience it.”

Bill Moggridge, co-founder of IDEO and Director of the
Smithsonian’s Cooper-Hewitt National Design Museum
Figure 1.1
Studio Wieki Somers, Mitate lamps, 2013. Exhibited at Galerie Kreo,
Paris.
Photo: Fabrice Gousset.
The juxtaposition of traditional and contemporary

elements, the combination of purity and complexity, and
the various ritual and convivial aspects of the lamps offer
multiple opportunities for interpretation.
The ability to absorb and understand potential
influences and subsequently rearrange and use them in
an original direction is a trait that enables creativity, such
as in Mitate, to emerge.
Figure 1.2
Studio Wieki Somers, Jin (fabric lamp).
Figure 1.3
Studio Wieki Somers, Mitate lamps, 2013. Detail of feathered pull-
switch. The shrouded feather is revealed when illuminated.
Primary research
Understanding or identifying a problem usually requires

an active “go do” approach to make important and
meaningful connections and subsequently to place them
in a relevant context. It is necessary not to be judgmental
or biased toward any preconceived ideas, but to retain an
open mind, absorb information, and be prepared to
discover and accept the unexpected. Outcomes that
contradict or challenge personal or broadly
acknowledged views and understandings are of particular
interest and should be carefully appraised.
Primary research can be conducted using a diverse
range of methods, but the fundamental aspect should
always be going out and asking questions, or observing
direct from a reliable source (although this does not have
to be limited to the most obvious source).
Assumptions can influence the process inappropriately,
and so any initial approach should be broad and simple. It
is the views of others that you are seeking, and not
always the affirmation of a personal view.
Designing in isolation, without inspiration, and
assuming that progress can be made without engaging in
some form of primary research can be detrimental to the
overall creative process.
The Chinese Stools collection could not have been
created without direct observation of and interaction with,
Chinese workers.
The eclectic street seating that is used, repaired, and
crudely modified by workers in Beijing with access to very
basic resources echoes the story of the workplace and
the individual. The collection of stools with their curious
appeal was purchased by Studio Wieki Somers and
transformed into a more substantial aluminum collection.
The collection retained the individual identities and the
ability to portray an intriguing story of street life.
Figure 1.4
Studio Wieki Somers, Chinese Stools – Made in China, Copied by the
Dutch, 2007.
Photo: Pien Spijkers.
Journals and blogs
Creative journals and blogs provide a valuable source of

reference and an array of opinions on contemporary
issues. They direct and introduce ideas, engender
contemporary values and thoughts, and reaffirm opinions
on an international platform.
The articles and posts can stimulate unrelated ideas
and directions if approached with an open mind. Journals
and blogs are often visually focused and therefore
encourage an international audience. Design is
undoubtedly a sensory discipline, and in particular a
visual discipline, and many triggers can be sourced from
design journals. Even articles from overseas journals that
an individual might not directly understand can still be
inspirational and open up areas that have not previously
been encountered. The potential to access journals and
blogs authored by creative individuals with different
cultural experiences and backgrounds is important, and it
is not necessary for such publications to be directly
related to a particular discipline. Probing articles in
contrasting disciplines can readily trigger experimental
thought and opportunities, since this becomes a forum of
unfamiliar information and attitudes.
Accessing journals and blogs is not a replacement for
primary research, but it is a necessary and accessible
supplement in nurturing design ideas, and it can also
become a useful time capsule for any subsequent
retrospective analysis or comparison.
International, interdisciplinary, and cross-disciplinary
journals and blogs provide a valuable source of visual
reference, in which the discovery of unusual items and
associations prompts tangential directions and proposes
many lateral connections. Such exposure can introduce
previously unconsidered thoughts.
For example, the elegant and fragile pink ceramic shoes
documented by photographer and blogger Laura
McCarthy suggest a range of conflicting characteristics,
such as breakable plasticity, delicate strength, tough
preciousness, and craftsmanship. The ballet shoes also
prompt many sensory characteristics and visual
directions that could ultimately inspire a very different
genre of objects.
Influential design journals include:
Abitare, Egg, MODO, ID, Metropolis magazine, Kult,
FRUiTS, DEdiCate, frieze, dwell, icon, MONUMENT,
INNOVATION, vanidad, domus, wallpaper, TWILL, mix,
newdesign, Design Week, AZURE, surface, milk, FRAME,
b0x, MARK, Design, intramuros, Blueprint, Artform,
Aesthetica, Vogue Lowdown, and W magazine.
Figure 1.5
The Pink Ceramic Ballet Shoes.
Photo and blog: Laura McCarthy.
Scrapbooks, notebooks, and info dumps
Formulating a scrapbook is in many ways a personal and

organic process. It should be a diary of creativity, a record
of thought-provoking encounters that are created through
the accumulation of interesting curiosities, an accessible
place to store references.
Scrapbooks ultimately evolve into a comprehensive,
tangible archive of thoughts where items of interest,
which may or may not be directly related to a particular
investigation, should be included as they have the
potential to become a creative trigger and central to the
development of an idea at a later stage. As with so many
elements associated with idea searching, the
development of a scrapbook and the collection of
interesting artifacts need to be ongoing activities that
capture and document experiences that fuel the
imagination. Gathered references might be interesting for
a particular characteristic and do not necessarily need to
be considered in their entirety. It is often the accumulation
of multiple references from very varied and seemingly
unrelated sources that contribute to the eventual makeup
of an original outcome.
The references in a scrapbook are often personal, and
can individually tell a set of exclusive short stories. The
gathering of a large number of seemingly eclectic
artifacts from varied sources prior to, or during, the initial
stages of a design journey creates the opportunity for an
info dump—an arena of objects that can be openly
discussed in the search for inspiration. Different objects,
as diverse as flea-market ceramics, yard sale toys, or a
kitsch plastic dancer may be informally discussed and
considered within the info dump. The characteristics of
the references are often more important than the overall
reference.
Notebooks and sketchbooks further support the
gathering of interesting observations, and need to be
continually maintained to provide personal reference
material, which is again capable of supporting possible
idea generation.
The search for ideas and references that provoke
creativity is a continual activity, an addictive journey for
the inquiring mind, rather than a practice that only
commences at a given juncture.
The process of initial idea generation is not always as
simple as a switch-on and switch-off process. Capturing
the idea prior to its departure is so important. After an idea
has left, unless there is a visual trigger or prompt to assist
its recall, it may be lost indefinitely. Since an idea is so
potentially valuable it is imperative to secure it.
Figures 1.6a and 1.6b
Matthias Pliessnig, sketchbook entries.
Notebooks
Simple, communicative marks created by artist-designer

Matthias Pliessnig suggest a potential idea. The essence
of the thought is beautifully captured with just a few lines
and remains clean and pure rather than being stifled and
overworked. Personal notes are scattered throughout the
imagery and are balanced with more subconscious
references and details. The creative shorthand guides the
mind in a particular direction.
As multiple thoughts can arrive simultaneously they
need to be recorded effectively, and so concise
representations in a notebook provide the necessary
trigger for exploring them later.
In addition to the ideas in his sketchbook, Matthias
Pliessnig also explores initial thoughts through the
creation of simple sculptures, which are referred to as
“adlibs.” Generated from basic objects found in the
workshop such as pins, thread, crayons, and offcuts, the
adlibs allow for thoughts to be explored physically and for
the mind to play. The adlibs might not directly inform
future developments, but as a creative activity they will
undoubtedly make contributions to the practice of lateral
thinking.
The combination of many triggers provides a valuable
reference for development.
Figure 1.6c
Matthias Pliessnig, sketchbook entries.
Thoughts
Mental notes
Design is undoubtedly about thinking and understanding

problems. The ability to look beyond the mundane,
consider alternatives, and search for originality is
fundamental to the overall process. An experience can be
a particularly useful tool, but overexposure to something
develops mental baggage or the inability to see things in
any other context.
If something cannot be seen from a different standpoint
it can become detrimental to the entire creative process.
When mental baggage is present it can be difficult to
consider any other creative direction other than that of
the overfamiliar. It is only when things can be thought of
differently, without “creative blinkers,” that it is possible to
be original.
Operating beyond the normal confines of a discipline,
gaining exposure to unfamiliar practices and accepting
alternative values can assist in the ability to see or do
something differently.
The opportunity to encounter diverse cultural
experiences and to engage in dialog with other disciplines
can steer the creative path around any preconceived
thoughts, opening up doors of inspiration and possibility.
The thought processes are committed to solving
problems through conscious and subconscious activity.
Found, innocuous, and random artifacts, coupled with an
element of play and a simple objective manage to
temporarily redirect thinking to alternative challenges.
Figure 1.7
Matthias Pliessnig, Adlib: “write.”
Figure 1.8
Matthias Pliessnig, Adlib: “strike.”
Mental baggage
It is important to have a thorough understanding of a

problem, rather than starting from a hackneyed or feigned
standpoint. What if things have changed since an original
idea was conceived, and successive generations have
simply accepted the manner in which something is done?
This question can be applied to so many aspects of the
creative process, and to simply presuppose that what has
gone before remains relevant, without questioning it, is
difficult to accept in any circumstance.
Design aims to initiate rather than follow. The creative
who is capable of questioning conventional attitudes is
usually the creative who is able to set the benchmark for
others to pursue, circumvent, or complement.
Watt, designed by the renowned Paul Cocksedge
Studio, echoes the studio’s innovative design approach,
questions conventional practice, and demonstrates the
ability to simplify thinking. Watt? is different and yet
beautifully uncomplicated, exploiting conductivity
through the creation of a graphite circuit. A completed line
switches the light on whereas a partially erased line
switches it off.
“Imagination is more important than knowledge. Knowledge is

limited. Imagination encircles the world.”
Albert Einstein
Paul Cocksedge Studio, Watt?
Photo: Richard Brine.
Mental baggage and the stagnation of original thought

can occur for many reasons, but it is also something that
can be overcome if our contexts and surroundings are
adjusted, as the former director of industrial design at
Philadelphia University and associate professor, Götz
Unger, explains:
“I can get stuck for any number of reasons. I usually try
to figure out what the obstacle is in my approach and
then apply ways of getting out of a creativity rut. Here
are strategies for my most common creativity ailments:
1. Change the problem statement

A specific set of criteria for the envisioned design may
lead to the same solution, especially if we have no new
information to edit thoughts. Moving the problem
definition around can lead to new opportunities.
2. Get off the internet

Too much information and imagery is hard to manage;
it can end up driving your work. Sometimes it is good
therapy to rely on one’s own intuition and to just “do it.”
3. Move around—to the coffee bar, to the park bench, or

travel if you have the time
A change of scenery changes the way you feel about
things. In situations where the distance between
success and failure is very short, a small change in the
way you think can be all it takes.
4. Create order in your environment

A newly organized space is also a “new beginning” in
the work you do. It is a mind game to get out of a rut
and into an upward spiral.
5. Persist
Put your thoughts aside and let time and a new context
change the editing templates. Sometimes returning to a
problem delivers the key thought that ties everything
together elegantly.
6. Ignore the problem

As far as detailing goes, sometimes the problems don’t
go away, they just get smaller.
7. Visit an exhibit
Ideas transfer through cultures, disciplines, and times. It
is a privilege to study the creative output of others, past
and present. It is almost impossible not to take
something away from an exhibit.
8. Zoom out and then back in

When an existing design haunts you as the only
solution, analyze how the design is conceived on an
increasingly abstract level and then zoom back down
on an adjacent path. Ideally, you will end up with a
different object that has similar, desirable
characteristics.”
Figure 1.10
Ralph Ball and Maxine Naylor, Offset Vertical Cut, Anatomy Series,
2008.
Exhibited at “Indeterminate Cases,” La Sala Vinçon, Barcelona.
Mental baggage and narratives are purposefully

confronted with the Anatomy collection by influential
designers Ralph Ball and Maxine Naylor. Familiar stacking
chairs are dissected and deconstructed enabling
alternative perceptions to emerge. What is the meaning of
an object and how can the overall language be effectively
manipulated and adjusted?
The alternative thinking Chair Anatomy collection
formed part of Ralph Ball and Maxine Naylor’s
“Indeterminate Cases” exhibition (2008) at La Sala Vinçon
in Barcelona.
Simple alterations to accepted principles and language
can have a dramatic impact and create a beneficial
springboard for discussion and further idea development.
Figures 1.11a, 1.11b, 1.11c and 1.11d
Ralph Ball and Maxine Naylor, Archive Series, 2008. Top left: Full
Case; top right: Back Case; bottom left: Leg Case; bottom right: Seat
Case.
Exhibited at “Indeterminate Cases,” La Sala Vinçon, Barcelona.
Anecdotal references
Anecdotal stories from previous experiences and

encounters provide an intimate and personal account of
an experience and can be constructive in understanding
the context of a situation.
A story that is told by many is capable of encompassing
a wider range of issues. The observer has an important
role to play in identifying the relevance of what is being
communicated, and to grasp the core issues of the
encounter.
A holistic comprehension can ultimately dictate,
influence, or reaffirm an emerging idea. Simple wares can
be a beneficial vehicle in the breaking down of social
barriers and initiating a verbal or visual story, since they
create a fundamental connection.
Design student Guan Ziyin (CAFA IFC 2014), innovatively
instigated the telling of stories through the use of an old,
wooden stool. Observing Beijing street life and stools
comparable to those which Studio Wieki Somers used in
2007 to create the Chinese Stools collection, Guan Ziyin
managed to rent a simple, wooden stool from a Chinese
street worker, which then became the common link for a
broad range of encounters and introductions.
Taking the stool to different areas, including the
vegetable market and the park, she invited many different
characters to sit on it and to have their individual stories
captured in a photograph. The activity not only
documented different individuals in their immediate
surroundings, but also provided a substantial number of
additional references, and a real, personal opportunity for
informal and inspiring conversation.
Simple practices such as those adopted by Guan Ziyin
can have a significant impact on understanding real
problems and accessing personal insight. As designers it
is important to meet others, to talk with them and get a
new perspective, which may be very different from your
personal view.
In addition to being creative with the object being
designed, a designer must also be creative with the many
and varied approaches they adopt to obtain primary
information.
The practice of capturing a moment in time and a
simple story through the use of an object, especially if it
also has character and a story to tell of its own, such as
the street worker’s stool, is an effective and enjoyable
approach to information gathering.
Figure 1.12
Guan Ziyin, The Stool, 2014.
Figure 1.13
Figure 1.14
Figure 1.15
The formation of stories and the retelling of personal

experiences are insightful in the generation of ideas. The
Stool project by Guan Ziyin is in essence similar to the
successful ongoing street art of international artist Luke
Jerram and his beautifully simple concept “Play Me, I’m
Yours,” which has been circling the globe since 2008,
connecting seemingly diverse individuals through
curiosity and intrigue.
A simple idea and a simple approach or a simple idea
and a global approach takes imagination and an intuitive
understanding of what might be possible beyond
conventional thinking. Artifacts that are used to bring
people together, in the form of an info dump or in public
spaces, may be as diverse as an old stool or a piano, but
they can innocently facilitate many valuable
opportunities for dialog that can subsequently evolve into
innumerable connections, which might not have been
possible otherwise. Anecdotal references are beneficial in
generating inspiration but must also be appraised
carefully as many different views are presented.
Luke Jerram constantly involves collaboration with
artists, musicians, craft specialists, and the global
community. The pianos have appeared all over the world
since 2008 including Salt Lake City (2012), Hangzhou,
China (2012), Paris (2013), and Luxembourg (2014).
Figure 1.16
Luke Jerram, Play Me I’m Yours, 2008.
São Paulo, Brazil.
Language
Observing alternative uses for everyday items can

definitely provide a valuable reference for potential
products, but as Buckminster Fuller pointed out, it is also
important to understand a particular context and
recognize when other pathways might be more viable or
prosperous. An element of common sense needs to be
continually present, but that does not mean that a
particular characteristic of a surrogate item, an item that
is used as a suitable substitute in a familiar scenario, is
not beneficial to the process of idea generation.
An item that is given a responsibility in the absence of
another specific item for a particular task is usually a
good indicator of an opportunity. The following list
identifies objects that have been observed being made
use of due to their unintentional attributes, but which have
responded appropriately to the imposed task:
“If you are in a shipwreck and all the boats are gone, a piano top
buoyant enough to keep you afloat may come along and make a
fortuitous life preserver. This is not to say though that the best
way to design a life preserver is in the form of a piano top.”
Buckminster Fuller, Operating Manual for Spaceship Earth
Hat as a bowl
Hairclip as a bookmark
Rock as a hammer
Book as a fan
Paintbrush as a duster
Wall as a chair
Table as a raft
Bed as a trampoline
Napkin as a sketchbook
Wallet as album
an
Watering as a shower
can
Fallen tree as a bridge
Card as a door stop
Boat as a bath
Scarf as a restrain
Friend’s as a desk
back
Tie as a belt
Table as a shelter
Cup as a pen holder
Newspaper as umbrella
an
Bag as a pillow
Suitcase as a seat
Chair back as a coat hanger
Coin as a tin opener
Tray as a bat
Bottle as a vase
Tree as a toilet
Lipstick as a pen
Violin case as a collection box
Garbage lid as a shield
The different and unusual ways that existing products are

sometimes used can provide a useful insight into potential
new directions. Insights are merely suggestions, rather
than solutions, until designers such as Natalie Mao and
Mars Hwasung Yoo take the initiative further and begin to
consider, explore, and actively comprehend the process
that needs to be adhered to in order to make the
necessary transition from thought to sought.
The Chinese Hat (2003) designed by Mao Xiao-hua
while at Tongji University, Shanghai, references conical
Chinese hats and how they are sometimes used to
contain simple items. The design is smooth, honest, and
pure. It reflects the ability of the designer to control an
idea, to demonstrate what Adolf Loos described as a
“spiritual strength,” and recognizes that outputs do not
need to be complicated to be accepted and nor do they
need to have unnecessary adornment to become viable.
Controlling an idea and being able to manage a creative
transition without being tempted to digress with
unnecessary, resource intensive, detrimental additions is
an essential attribute of a good designer and
demonstrates confidence.
“Less is more,” but the mantra is often overlooked and
wonderfully pure ideas are all too easily lost through an
inappropriate understanding of what is ultimately required
and when a pure aesthetic is eventually tarnished.
Figure 1.17
Mao Xiao-hua, Chinese Hat: Ceramic Centrepiece. Exhibited at
“Shanghai Made in Italy.”
Photo: Natalie Mao.
The HAT lamp by Mars Hwasung Yoo or the Chinese

Hat by Mao Xiao-hua might be considered simple, yet it is
this simplicity of the works that makes the designs
elegant, efficient, and appealing.
It is a mistake to drag out the design process and to
continue to tamper with an idea unnecessarily. A designer
must understand when to stop a design journey when the
intended task has been achieved. So long as the designer
has confidence in making a statement, the subsequent
outcome will echo the original thought.
Confidence will come from understanding, acquired
through continual observation, experimentation, and
practice.
As Mars Hwasung Yoo states: “The form of the hat
works as a shade but also connects us to many different
images such as the beach, an elegant lady, specific
scenes of a movie and more.”
Figure 1.18
Mars Hwasung Yoo, HAT lamp, 2012. HAT effectively transposes the
language of shade from hat to lamp. Exhibited at “SaloneSatellite,”
Milan. Photo: Stephanie Wiegner.
The terminology used to instigate design thinking can

become an immediate obstacle if it is not manipulated
effectively. Searching for abstract or alternative language
supports the idea generation process in a similar way to
how analogous objects can act as a catalyst for
inspiration.
The ability to maneuver language, to shuffle contexts,
and play with meanings is a simple but effective skill in
the search for idea opportunities.
Considering the language that a particular cultural
group uses or aspires to can assist in understanding the
direction to follow. If the language currently being used is
different to the language that needs to be used, the
development of ideas can become sterile.
The potential for mixing ideas and creativity, from what
might be considered to be opposite and unrelated
backgrounds, is successfully demonstrated in the
performance work of the international collective sampler-
cultureclash. DJs, machine hackers, poets, and
embroiderers, connect textiles and sounds where
“sampler” is the common thread, and the foundation for
experimental, creative activity that engages the
imagination. Such collaborations might be unexpected,
but when they occur they open the mind to an array of
possibilities that are usually overlooked.
The embroiderer and the DJ might not be considered to
have much in common but David Littler (sampler-
cultureclash) demonstrates that the language they both
engage in is remarkably similar. Discovering connections
between seemingly disparate groups removes boundaries
and creates the basis for a revealing dialog.
Embroiderer DJ
Sampler Sampler
Needle Needle
Freestyle: as in embroidery Freestyle: as in DJ/MC
Back: backstitch—a type of Back: back to back—DJ
stitch where the thread technique for playing the
comes toward you in a same part of a record on
reverse direction two different turntables to
create a continuous loop
Cross: as in cross-stitch Cross: as in cross-fader on a
DJ mixer
The cross-stitch and the cross-fader both bring two

different points together to meet and create a new union:
one with threads and the other with sounds.
Mentally adjusting the given language for a design can
effortlessly assist in the immediate generation of ideas,
presenting an array of options from the outset. The Hubei
Institute of Fine Arts (HIFA) adjusted the mentally
suggestive term chair to seating solution during the
StreetMaker project (2015), and in doing so promptly
eradicated any preconceived images of conventional
chairs that might have had a detrimental impact on the
creative process. Such a simple change in the
terminology openly invites a wider range of potential
ideas to come forward. The ability to perch, lean, squat,
and balance are among the many influences that can act
as a catalyst for ideas associated with seating solutions.
When such thoughts are combined with more traditional
references, then additional ideas can also follow.
The design students at HIFA freely explored the locality
to observe anything that could act as a possible seat, and
sat on walls, posts, fences, stones, bags, buckets, oil
drums, water coolers, market scales, bottles, rubbish
bags, concrete poles, books, crates, tools, tyres, panels,
rice bags, tubes, piles of bricks, timbers, wash basins,
ceramic pots, rubble, playground rides, different
aggregates, air conditioning units tethered to buildings,
scaffolding, decaying branches, broken roof slates, and
foam offcuts.
All the items identified offered a potential seating
solution and an area of interest, although none of the
objects would be immediately described as a chair. The
students knew what to sit on through experience but
might not have considered the obvious street references
that continually surrounded them if the language
adjustment had not changed their initial mind-set.
Figure 1.19
Designers at Hubei Institute of Fine Arts interview a broad range of
individuals to identify possible seating solutions.
Adjusting the terminology of a problem can create

inspirational triggers that may assist in idea generation.
For example, when designing a lunch box it might be
beneficial to consider alternative terms for lunch and box.
Although the objective remains the same, the introduction
of a different language enables different thoughts to
emerge.
Alternative terms for the word lunch (or associated
concepts) and the word box (or types of containers) will
conjure up a variety of options that can be coupled
together to create potential new directions:
LUNCH BOX
snack pod
scoff bag
brunch sleeve
grub envelope
eats tray
fare pot
nosh bowl
nibble cup
tidbit bucket
goodies basket
munch case
mess plate
feast pack
morsel carton
pickings bin
bite crate
gorge chest
wolf packet
The imaginative terms for lunch box might therefore
become:
The introduced terms manage to steer thinking away
from any preconceived notions or expectations and allow
the idea process to become more creative.
At the outset of the design thinking stage the mental
adjustment of language can be a beneficial tool.
Gorge bag
Feast tray
Mess bucket
Scoff box
Nibble bin
Pickings pod
Morsel case
Analogous
An analogous object is an object than can assist in the

generation of an idea, and it can come from literally
anywhere. It is an analogy, or something similar or
comparable, but not the same.
Although the analogous reference might emerge from a
seemingly unrelated genre of objects, if it shares a
comparable characteristic, no matter how different or
random the object, it can become an essential influence
in mentoring an emerging thought. When multiple
analogous references are identified, from multiple arenas,
any new proposal can become dramatic and exciting.
If references are only historical, from within the same
“gene pool,” then there is a greater likelihood that the
conclusion will be more banal than original. Analogous
references are important in introducing alternative
solutions.
Figure 1.20
LaLa Lab, Fire, 2011. Exhibited at “SaloneSatellite,” Milan.
Photo: Courtesy of Yuki IIDA, LaLa Lab.
The Fire lamp presented at the “SaloneSatellite” (2011) by Japanese
design laboratory LaLa Lab is both analogous and inspired by an
open fire. The connection manages to encompass many aspects of
the original reference.
The search for an analogous reference is simple if

things can be taken out of context and seen differently.
The ongoing cross-pollination of references through
exposure to diverse experiences supports the
identification of analogous objects.
Ronan and Erwan Bouroullec, considered to be
amongst the most influential of designers in European
design since the presentation of their Disintegrated
Kitchen project at the 1997 Salon du Meuble in Paris, have
created designs for many of the leading companies in
global design including Cappellini, Kartell, Established &
Sons, FLOS, and Magis.
An inherent ability to identify creative connections in
multiple disciplines ensures that the design outcomes are
unmistakably distinct and captivating.
Analogous references use a familiar language but are
often different enough to delight an audience when
presented in an alternative format.
Figure 1.21
Ronan and Erwan Bouroullec, Quilt chair, 2009.
Created for Established & Sons.
Brainstorming
An idea can arrive, unannounced, at any time, but it can

also be encouraged. It is often assumed that the origin of
an idea is initiated with a brainstorming session: a
process that adopts a variety of formats but is essentially
where a trigger stimulates the announcement of a
potential idea within a creative arena. But such a session
relies on individuals having already encountered a diverse
range of experiences that are related to the prompt in a
direct or indirect manner.
As previously mentioned, the development of an idea,
although not necessarily realized, usually begins much
earlier and may remain dormant until a particular creative
activity, such as a brainstorming session, introduces a
suitable verbal or visual catalyst. The brainstorming
session might be considered therefore to be a vehicle for
releasing experiences, stimulating the imagination and
making connections.
A brainstorming session that engages a few individuals
with divergent backgrounds, creative experience, and
open minds has the potential to be more beneficial than
an open forum where ideas are too easily rejected.
There is a certain irony that brainstorming sessions
often adopt a hackneyed process, using sticky paper
squares to capture ideas. The initiation of the
brainstorming session often seems to forget what
creativity is, and that the overall process is actually a
creative activity in itself. It is the gathering of select
imaginations that is more important, rather than the sticky
square, and many leading design offices have very
successfully circumnavigated the dilemma. Hy Zelkowitz,
a sculptor-designer based at Philadelphia University, USA,
sums up the problems surrounding brainstorming in a
succinct manner:
“Basic misconceptions about brainstorming: one is that
an idea can fit on a sticky yellow square of paper. Another
is that the process is to show quickly why many ideas
won’t work. Then, of course, there is the preposterous
notion that after I have just had an idea, what I really want
is to be distracted by discussing other people’s ideas. And
lastly, we seem to think the more brains the better.
“Smaller brainstorming groups, four or five people, can
address all of these by providing more time for a thorough,
generous, and patient exploration of everyone’s ideas and
the opportunity to play with and build upon those ideas.”
“If you have an apple and I have an apple and we exchange these
apples then you and I will still each have an apple. But if you
have an idea and I have an idea and we exchange these ideas,
then each of us will have two ideas.”
George Bernard Shaw
Brainstorming sessions condemned to a space devoid

of inspiration are to be avoided. Design studios are often a
sanctuary for unconventional peculiarities sourced from
varied encounters, and provide a beneficial and creative
backdrop for stimulating the imagination.
A brainstorming session can be orchestrated to
encourage the imagination to search for unforeseen and
unexpected depths.
An innovative approach that global design group, Lunar,
adopts to stimulate creative thinking, is to show that
connections can be forged between very abstract
subjects.
To demonstrate the process, random themes, such as a
cat and a fridge (Future Cool, 2012), were selected to show
how many similarities could emerge from such disparate
subject matter. Although contexts change and subject
matters can be more tailored, even a cat and a fridge can
be seen to have connections in the sense that they both
contain milk, both scratch the floor, and both purr.
Connections are there to be discovered.
A capacity to initiate such a discussion and to search
for unexpected associations with unexpected subjects
opens the mind and provides an ideal foundation for any
subsequent idea generation activity.
The sharing of an idea is frequently beneficial in a bid to
generate different scenarios and directions. An idea that
may appear absurd might become the motivating factor
for another’s input into the process. Ideas should be
encouraged and allowed to develop rather than being
dismissed too rapidly due to insufficient consideration.
“It seems a very dangerous idea. It is – all great ideas are

dangerous.”
Oscar Wilde
Designers at IDEO tackle projects through sharing

experiences and embracing an inherent aim to
understand the essence of a given problem through
assorted and tailored practice. Creative approaches are
able to revoke mundane and unimaginative habits
associated with initial idea generation in preference to the
creation of ingenious and practical scenarios. A tangible
outcome with meaning and context, where connectivity is
realized rather than isolated, is constructive in the
brainstorming process.
Figure 1.22
A multidisciplinary IDEO team prototypes the flow and layout of a
space using lo-fi materials.
Photo: IDEO.
Many of the world’s leading design studios continually

adjust and adapt the details of their brainstorming
activities depending on the particular context. Although
this is to be expected, for others a brainstorming session
simply appears to be an automatic stage, a mental
process that flags up the predictable. Real inquiry requires
real thought and careful consideration on how to conduct
different sessions. The objective should always be to illicit
ideas in a manageable and explorative manner and to
provide sufficient opportunity for ideas to breathe. It is
understood that different problems require different
approaches. A space with character and an array of visual
references, not necessarily related to a particular theme,
will feed the senses.
“Brainstorming in a group is a great way to change the direction

of one’s thinking. Manage a session for ten intense, fast-paced
minutes and then mine the comments and ideas for value.
Combine ideas, follow the trajectory of some and see where
they take you, let the half-baked thoughts seed viable solutions.”
Götz Unger, Director of Industrial Design, Philadelphia
University
The facilitator of a brainstorming session needs to

retain an open mind and be aware that pursuing a
particular line of inquiry before disregarding it is often a
positive trait.
The approach to brainstorming should be carefully
coordinated and considered, building on experience and
an understanding of how to extract ideas effectively. The
actual session can be an opportunity for the imagination
to flourish. A brainstorming session is not limited to the
outset of the design process, but is an activity that can be
continually revisited and modified, as an idea is nurtured.
Design studios such as IDEO, Lunar, and Astro Studios
are havens of creativity, where ideas are continually
considered and given the respect they deserve. What
might appear as an eccentric or outrageous concept can
readily evolve into an unconventional or unusual proposal
with a very plausible future in the right hands.
Figure 1.23
Photo: Courtesy of Astro Studios.
Observations
Improvisation
Recognizing the solutions that individuals create in

everyday life to solve immediate and often personal
dilemmas provides a useful reference for the generation
of ideas.
Comparable problems are solved in multiple ways
depending on the resources available and the creativity or
ingenuity of the individuals tackling them.
Random items are often used in a manner for which
they were not originally intended, but these diverse
applications often create intrigue and an opening of the
imagination.
Improvisation allows for rules to be broken and for
metaphorical shackles to be discarded in preference over
naivety and creative innocence.
Improvisation is personal freedom, and should be
enjoyed when it presents itself as a possible indicator for
development.
Inner-city street seating often provides a valuable
insight to creativity where impoverished materials solve
immediate problems. Stools covered in rags held
tentatively in place with scraps of rope, broken chairs with
legs crudely wired together, and plastic seats
precariously balanced on broken crates are common.
Such works are brutal and creative, harsh but innocent,
and loved but ignored. They undoubtedly provide valuable
inspiration to those who “see” with the eyes of Henry
David Thoreau.
Figure 1.24
Street chair, Nanchang Street, Wuxi, China, 2015.
Bleak and often severe repairs increase the life of a street chair but
can also silently suggest thoughts for development.
Producing a “dirty” or “junk” model is an effective

process for evaluating initial thoughts, and significantly
assists in the immediate communication of a vague idea
to others. Readily available, non-specific objects become
improvised materials, which are integrated into the
emerging form.
The items do not need to be special, but rather an
approximation of what is needed, and are assembled
using available means. The constructed ideas can be
interchangeable to effectively explore alternative
directions. There are no particular guidelines in the
generation of such a model except that imagination and
creativity should be used to the full. A dirty model is not
created to be particularly beautiful or elegant, but rather it
is created to be informative, provocative, and efficient.
“IDEO think of prototyping in three main phases: inspire, evolve,

validate. The inspirational phase is the right place to try out ideas
by making things, to use low-resolution techniques, and to
embrace failure.”
Bill Moggridge, co-founder of IDEO and Director of the
Smithsonian’s Cooper-Hewitt National Design Museum
A creative workshop at Tsinghua University, Beijing, China (2012),
explores what IDEO describe as an inspirational phase by exploring a
variety of design ideas through junk modeling. The process allows
for rough representations to effectively communicate an initial idea.
Dutch designer Tejo Remy created the three-part series

Milkbottle Lamp (1991), Ragchair (1991), and Chest of
Drawers (1991), which contributed to the first Droog
collection. The designs use found objects and tell their
own unique story. The works can be seen to have an
affinity with solutions that were initially founded on need.
“Design is for me observing the world, analyzing meanings of

objects and giving visual comments.”
Gijs Bakker, Gijs Bakker Design
“The pursuit of the homemade paradise. Like Robinson Crusoe

stranded on an island he had to reinvent his new home with
what he found and what was to hand. The Milkbottle Lamp,
Ragchair and Chest of Drawers are conceived from this idea.
Making things with what is available, up-cycling material to
create items with a better life or meaning, in a world where
resources are ending.”
Tejo Remy
Figure 1.26
Tejo Remy, Droog, Rag Chair, 1991.
Photo: Gerard van Hees.
Tejo Remy’s Chest of Drawers (1991) is one of the most

iconic pieces of design from the 1990s. Created from
salvaged drawers, each with its own individual story to tell
and place in history, the work demonstrated how
seemingly eclectic components—when configured as a
collective—could become a work that is able to challenge
contemporary thinking. The work, manufactured by
Droog, formed part of the initial Droog collection in 1993.
Figure 1.27
Tejo Remy, Droog, Chest of Drawers, 1991.
Photo: Bob Goedewagen.
The 100 Chairs in 100 Days project by sculptor-designer

Martino Gamper used abandoned furniture and objects to
create a collection of chairs, each with an individual
identity. The collection includes a broad range of objects
and solutions, such as the crossover of materials in Mono
Suede (2005), the diversity of materials in A Basketful
(2006), and the combining of hard and soft elements in
Barbapapa (2006). The need to make decisions, blend
components, and stimulate potential ensured that the
collection challenged the dialog of design.
This application of generally detached components to
generate alternative narratives is also examined in the
Off-Cut collection (Martino Gamper, 2011).
Good design thinking does not require good materials,
and with imagination many rejected materials can be
beautifully and successfully used.
The ability of something to change from the ordinary to
the extraordinary is an exciting direction to explore. The
metamorphosis of an object may be an incidental
outcome but might also be a permutation initiated by
constraint.
“The project (100 chairs in 100 days) suggests a new way to

stimulate design thinking, and provokes debate about a number
of issues, including value, different types of functionality, and
what is an important style for certain types of chairs.”
Martino Gamper
Italian composer, musician, designer, and sound

innovator Diego Stocco discovers and manipulates sound
through the creation of innovative instruments that, in a
similar approach to Martino Gamper, combine basic
hardware, redundant or broken objects, and simple found
items.
“I have always been fascinated by the raw musical power that an
orchestra can express, and after creating a series of videos
where I performed a multi-track piece with a single custom-built
instrument, I decided to take the concept a step farther and
create my own orchestra made of unusually unique instruments.”
Diego Stocco
Figure 1.28
Diego Stocco, Custom Built Orchestra: Experibass, 2012.
Photo: Gianfilippo de Rossi.
As the creator of the unique Custom Built Orchestra, the

instruments that Diego Stocco constructs are as original
as the sounds they produce.
The collection originally developed with the Experibass,
a hybrid instrument that used the body of a double bass
to support characteristics of the string family including
elements of a violin, cello, and viola.
The manipulation of the structures and subsequently
the sounds of these instruments manages to challenge
conventions, awaken the senses, and stimulate further
thinking among audiences.
In addition to the Experibass, the Custom Built
Orchestra includes the Experiviolin, a structural and
musical amalgamation of a violin and an electric guitar
incorporating acoustic strings, the culturally diverse
Expericello, where the base of a broken cello is salvaged
and combined with a zither, and the electro-acoustic
Arcophonico, which merges a found branch with an array
of string-based instruments.
The interaction of the instruments is also often an
original activity, and in the case of the Arcophonico it can
be played using an assembly of practices and items
ranging from pinching to the more abstract adoption of a
chopstick.
Experimenting with sound, Diego Stocco embraces a
methodology that explores many unconventional
approaches through the ability to question and ask “what
if?” Luminopiano, an instrument that captures and
magnifies the sounds of the tungsten filament,
exemplifies an improvisational approach, as does the
percussive instrument Tonal Metals, which uses basic
kitchen hardware. Ideas behind proposals such as the
Custom Built Orchestra have been able to wander and
develop, and in doing so test familiar opinions related to
the understanding of how sounds and music are created.
As with most objects, damaged and abandoned
instruments have so much potential when viewed
differently or away from their original context. A change of
mind-set from what is often too readily accepted can
rapidly offer up many previously unforeseen opportunities.
The use of analogous references, as previously
mentioned, coupled with an ability to improvise, creates
the innovative foundation.
The Textural Flute exploits the restrained and confined
movement of air. The consolidation of basic tubing, penny
whistle, and a trombone in an arrangement that shares an
analogous language with many instruments creates an
original instrument and a unique sound.
Figure 1.29
Diego Stocco, Custom Built Orchestra: Textural Flute, 2012.
Photo: Gianfilippo de Rossi.
Mark Zirpel, Water Organ, 2011.
Photos: Mark Zirpel.
Constraints
Why do something ordinary when an astonishing and

memorable challenge can be set? Audiences frequently
seek originality, entertainment, and innovative
experiences rather than more of the too-familiar.
The challenges of Martino Gamper, Diego Stocco, and
others are also demonstrated in the multidisciplinary
installations and outputs of Mark Zirpel.
Mark Zirpel’s ability to ask poignant questions,
questions that search, drill down, and have meaning are
key to the glass sound sculptures Water Organ and Rain
Organ that manage to successfully blend art, science,
and performance through displacement to create a
wonderfully unique sound.
The automated ascent and descent of a collective
assembly of bespoke labware-like vessels instigates the
movement of the water, causing air to be forced through
various outlets, analogous to more familiar orchestral
instruments, to create many exclusive sounds.
Posing taxing questions and setting challenging and
demanding constraints ensures that something original
will be revealed.
The works—a combination of labware, tubing, stoppers,
wires, glass horns, and whistles—do not conform to what
might be perceived as an instrument, but nor should they.
These original works open the mind, allow others to be
introduced to alternative thinking, and can become a
stimulant for further thinking where different constraints
might be introduced. Beauty and practicality naturally
support each other.
Transformation
The White Billion Chairs project by designer Tina Roeder

(2002/2009) is a limited and numbered edition of thirty-
three unique pieces. The chairs are individually perforated
with up to 10,000 holes and sanded by hand.
The design challenges the juxtaposition of adding
through removal. Such questions are necessary to explore
meaning and to appreciate that there is often more to an
object than the object itself.
“What’s the monobloc chair worth? Can you add substance to an

industrial product by taking away material, bit by bit, hole by hole,
eventually rendering its structure too fragile to support its
traditional usage? Will we perceive the monobloc, once we can
see through it?”
Tina Roeder
Figure 1.31
Tina Roeder, White Billion Chairs 2002/2009. Exhibited at Appel
Design Gallery, 2009.
Photo: Guido Mieth.
Artist Cat Chow created Studio Recordings (2006), a

series of large-scale coils carefully assembled from
various reclaimed belts. The ability to see the potential of
unfamiliar variables and orchestrate with meticulous
execution is a trademark of Cat Chow and provides a
valuable benchmark when questioning the possibility of
objects. The work of Cat Chow radiates quality and detail.
In addition to Studio Recordings, Cat Chow has created
works from Power Ranger trading cards (Power Ranger
Kimono, 1998), to zippers (Undress, 2004) and reclaimed
keys (Keeper, 2008). The simple, readily encountered
items are removed from their familiar contexts into a
completely different field through the addition of time,
sensitive craftsmanship, and understanding.
Studio Libertiny, renowned for experimental and
creative approaches that realign conventional thinking,
such as The Paper Vase (2007) and The Unbearable
Lightness (2010), explored the possibilities of welding in
2009. Coupling the diverse practices of craft and industry
with the addition of a robotic system enabled the studio to
create the profound Weldgown from coiled layers of
welded stainless steel.
As demonstrated in the works of Cat Chow, it is an
attention to the intrinsic details that is so fundamental in
the creation of Weldgown.
“Texture of erratic nature stands in strong contradiction to the

shape. The object embodies the relationship of industrial vs.
natural.”
Studio Libertiny
Figure 1.32
Tomáš Libertiny, Weldgown, 2009.
Photo: René van der Hulst.
Figure 1.33
Ralph Ball and Maxine Naylor, Plastic Gold, Archaeology Series,
2004.
A manipulation of perception is evidenced in the work

Plastic Gold by Ralph Ball and Maxine Naylor. The
omnipresent monobloc chair, an object that initially broke
creative boundaries but that has subsequently become so
familiar that it is no longer distinguishable from its
surroundings, is transformed from being insignificant to
being meaningful.
The approach is also echoed in the work of Dominic
Wilcox (Luxury Skimming Stones, 2009), where altering a
perceived status immediately poses a dilemma as to if
and when the stones should be used and lost to the
depths of the water.
The ability to see the unseen and to consider a familiar
object from an alternative perspective supports creative
thinking.
Dominic Wilcox, Luxury Skimming Stones, 2009
Photo: Dominic Wilcox.
Inspiration
Inspiration is everywhere, especially if objects are

considered out of their immediate context. An open mind
allows for things to be thought of differently. The removal
of an accepted “norm” that circulates around a familiar
object immediately suggests that something original is
going to be announced. Deliberately applying constraints
to objects to explore alternative options can reveal
extreme scenarios, and in doing so can prompt an
unexpected line of inquiry. The method for connecting
abstract ideas used by Lunar typifies such an approach,
and is widely used to discover unique thoughts.
Considering the opposite of what something is
“expected” to be, such as the Transparent Chair (2011) by
Oki Sato at Nendo, plants a seed of thought and sets a
creative standard.
Searching for ideas is not always a journey to find a
solution to an existing problem, but rather sometimes a
journey to find a different problem, a problem that hasn’t
previously been considered.
Adjusting the circumstances that surround an object
and exploring the unusual and the curious is worthwhile
and can lead to developments that turn social attitudes.
A questioning mentality regarding an existing object,
process, or material to deliberately find an alternative use
will unveil plenty of directions, even if at the outset it is
not clear what it is that the designer is looking for.
Artifacts and resources do not need to be categorized
according to their history, but rather their potential, and
this can only be understood if the right questions are
continually asked by a curious mind. An opportune
discovery is not necessarily a solution but perhaps just a
single option to be considered.
The search for ideas is a constant series of questions.
“I get inspiration about my design research and projects by

people, by their use and habits, by their way to be collaborative
and innovative and by the design attitude they have even without
being designers.”
Davide Fassi, Associate Professor, College of Design and
Innovation, Tongji University, China, and Assistant Professor,
Dipartimento di Design, Politecnico di Milano, Italy
“A chair made with polyurethane film, a transparent film

commonly used as a packaging material for precision
instruments and products susceptible to vibrations and shock,
thanks to its high elasticity and ability to return to its original state.
Looking at the chair, it seems to consist of nothing but a backrest
and armrests. It wraps and supports the body like a hammock,
providing a light, floating feeling for the sitter.”
Nendo
Figure 1.35
Oki Sato, Nendo, Transparent Chair, 2011. Created for Milan Design
Week.
Photo: Masayuki Hayashi.
Although many products are mass-produced, it is often

the case that an item has been developed in such a way
as to give the impression that it is unique to the user.
Despite achieving the feeling of belonging, many users
will still make further adjustments to personalize a design.
The reasons for alterations may at times be unclear, but
for whatever reason the user felt them necessary. It is
important to observe such alterations and to consider why
they have been made. Exploring and understanding these
user refinements provides valuable inspiration.
Inspiration is everywhere and the search for ideas and
inspiration is a continuous activity. An idea can arrive in
the most unlikely situation, and yet when it does it cannot
be ignored. It is necessary to be continually looking and
seeing the activities and interactions in our immediate
surroundings and trying to appreciate the various
meanings and reasons for what is being observed.
Engaging the imagination to immediately offer alternative
contexts for such everyday observations, in an attempt to
prompt potential opportunities, is of fundamental
importance.
An observation might not be immediately relevant to a
particular task but it needs to be recorded for reference.
Kelly Chen observes a worker in China taking a rest and
using his hat as a makeshift mat to sit on in damp
conditions.
Following a short break the worker gets up and moves
on, placing the hat back on his head. The activity can’t be
ignored, and although the worker’s hat might not be an
ideal solution to his particular need, the observation does
indicate that there is a problem, which might forge a
series of scenarios to prompt further thinking.
Figure 1.36
Using a hat as a makeshift mat.
Photo: Kelly Chen (2015).
Performance
Ceremony can be defined as a distinct procedure, a

performance that adheres to protocols and rules. A
ceremony can often adopt a theatrical characteristic and
is reserved for special occasions or for creating a sense of
importance. Although usually associated with religious
experiences, rituals are encountered all the time and are
often conducted or acted out subconsciously by an
individual or group.
Altar of Things, designed by Stephan Schulz for the
Calvin Klein Home Collection, recognizes the importance
of ceremony and formal performance. The elevated and
controlled aesthetic of the design ceremonially offers up
artifacts. Beautifully simple and controlled, eclectic
objects are afforded an additional importance when
organized respectfully on the altar.
A recurring theme, but the ability to control design
demonstrates a confidence that reinforces the ceremony.
Figures 1.37a, 1.37b, 1.37c, and 1.37d
Stephan Schulz, Altar of Things, 2013. Created for Calvin Klein Home
Collection.
Photos: Matthias Ritzmann.
Thinking Differently
Creativity needs to be allowed to explore and wander
with abstract narratives without bias but conversely
must also operate from an appropriately informed
foundation. Self-imposed constraints, profiles, themes,
and historical references all influence and guide the
creative process. Challenging conventional attitudes is
a continuous and necessary activity that can reveal
many varied opportunities.
Understanding
Role play
Gaining an understanding of something can be achieved

in many ways, and often involves some form of
interaction or dialog with others.
A simple way to get an immediate impression of an
idea is to use role play—the raw acting out of an activity
or problem—as this can provide an effective opportunity
to identify fundamental issues that might otherwise be
overlooked. If such issues are not identified from the
outset, then it is possible for a project to be initiated on an
inappropriate path.
This activity is essentially a chance to relate directly to
and to interact with an emerging idea, or to appraise an
existing scenario. It is akin to a childlike performance that
is heavily reliant on the imagination.
The practice provides an alternative and simple way to
see things, and can suggest possible directions to follow,
which might not be evident if the problem were
approached in isolation.
Mental role play can be conducted at any time and
anywhere by an individual manipulating a particular
thought in their mind, and can be supported with small
movements or perhaps ambiguous sounds. The
movements or sounds can become necessary prompts
for the thoughts being considered by the individual. This
activity might appear strange, but it has an important part
to play in idea development.
Physical role play—the acting out of a situation—can be
approached in a space where nondescript items,
including colleagues, can become essential props. The
activity might be an individual or group process, but it
provides a framework for the imagination to relate to. The
performance may appear vague to disconnected
observers, as it is only the literal thinking connections
that can be viewed, but when combined with active
thinking many questions can be answered and directions
can be encouraged or dismissed efficiently. The props
might be as basic as a colleague occupying a particular
space to envisage how a particular object of a similar
volume might appear, or they might be a few found items
that echo a particular form in a very loose manner, but
enough to feed the imagination.
The imagination makes a connection in much the same
way as it does when a child plays. The process of role
play is often overlooked, but it remains a very effective
process in identifying some of the core issues.
Figure 2.1
Adam Verity, 2008–2014.
Purpose
The purpose of an object can appear to be obvious but it

is not always that simple. A street lamp lights the area
around it at night, but as with most things it is also used in
a great many other ways.
Observing how an object is used and how a community
actually interacts with it can reveal many more functions
and perhaps some suggestions for development.
The street lamp might light the street but it can also be
used:
to hold up a particular sign

to suspend or attach a traffic light to
as an emergency barrier for something to crash into
to lock a bike to or lean it against
to tether a dog to
by spectators at an event who climb it to get a better
view
to display a poster for a local event
to connect flags and decorative items to
for birds to perch on
to stop and rest against
for friends or family to identify as a meeting point
for children to use in a street game
to lean on
for the graffiti artist to tag
to lean against when sitting on the ground
to tie a temporary barrier to
to attach a bin to
for electricians to connect cables to and from
as an architectural feature.
Each of these uses can be considered in the design and

can be either accommodated or designed out.
Preventing a dog or a bike from being attached might
simply require creating a base that is too wide to tie
something around. The same approach might prevent
individuals from climbing it. A ridged base might prevent
someone from leaning on it, or a textured surface may
prevent items being attached to it. The design does not
need to be a vertical pole: it might be contoured near the
base to encourage sitting, or it might be a vertical light
pole rather than a pole with a light at the end. The light
might be used to project a particular message or sign.
There are many possibilities for what the street lamp
could become and what it doesn’t need to be.
Assumptions
The imagination has the capacity to see things that aren’t

there; it fills in the gaps to create an impression.
The Eigruob table lamp designed by Oki Sato at Nendo
(2014) is a demonstration of lateral thinking and a move
away from what might be considered an obvious or
assumed response. Nendo looked beyond the obvious and
at the space created between two lights when designing
Eigruob for Italian manufacturer Kartell. Eigruob was
designed to celebrate the tenth anniversary of the original
Bourgie table lamp designed by Ferruccio Laviani (2004).

Oki Sato, Nendo, Eigruob, 2014. Created for Kartell to celebrate the
tenth anniversary of the Bourgie table lamp (2004) by Ferruccio
Laviani.
Photo: Akihiro Yoshida.
The silhouettes and the transparent characteristics of

the original Bourgie lamp provided the inspiration for
Eigruob. Nendo designed a lamp inspired by the negative
space between two Bourgie lamps, which is identical to
the inverted version of the original lamp, and in doing so
paid homage and respects to the 2004 Laviani design
without actually reconfiguring it. The name Eigruob is the
reverse of Bourgie.
Making assumptions is dangerous, and should be
avoided or at least approached with caution. A person’s
appearance or the perception of an object can frequently
be far from accurate on closer inspection.
A third party who is not experienced often makes
judgments that are incorrect due to misunderstanding the
particular context or situation.
Assumptions are usually wrong to some extent, and
unfortunately, if given the opportunity to develop, can
instigate a series of inaccurate thoughts and associations.
References to stereotypes are damaging and difficult
to ignore, in a similar way to how mental baggage relating
to an object can hinder a pure judgment.
Figure 2.3
Photo: Adam Verity.
Meeting places
A meeting of minds provides a chance for those involved

in the search for or development of an idea to review the
situation and engage in beneficial conversation. It is also
an opportunity to talk through an idea in an attempt to
gauge opinion and encourage feedback.
A particular issue might guide such meetings, although
the process may actually be informal or adopt a freestyle
approach.
The important thing is discussion: to understand the
views of others, to understand need, and to explore
potential directions. Gathering in spaces that are relaxed
and free from pressure encourages open conversation.
Leading US industrial designer Tucker Viemeister has
worked with many of the world’s leading companies
including Apple, Coca-Cola, Motorola, and Nike, and has
been instrumental in the development of many leading US
design offices.
Tucker explains the significance of the informal
meeting place to develop ideas:
“I have been collaborating with Henry Myerberg for over
twenty years and we’ve just bumped it up a notch in our
new penthouse office. Like his library work, it is designed
to encourage conversation and learning. Our ‘office’ space
includes social gathering places and of course a kitchen,
because that is a natural gathering place. When people
work together they form a community and share their
ideas freely—especially over a meal!”
Figure 2.4
“Every day (when the weather is not too bad) we eat together on our
deck—is this work or play? It’s certainly productive!”
Tucker Viemeister, President of Viemeister Industries, New York
City, USA, 2014
Challenge understanding
To do the opposite of what is expected, to deliberately

invite curiosity and debate, to pose a question about why
something is the way it is and not some other way, is to
instigate change.
The varied outputs of artists give an indication of
questions that could or should be posed, questions that
many dare not ask. Such questions are usually good
questions, and although the context may need to change
for them to be applied elsewhere, they remain good
questions.
Time is needed to stop and think, to seriously think
about what might be.
A tunnel-vision approach that constantly ignores
everything around it, including the practices of others, is
not a blueprint for success and will not introduce or
stimulate different directions.
Figure 2.5
Jac Leirner
Little Light 3
2005
Electric cable, bulb, nails and socket
17 × 204 × 2½ in. (43.2 × 518.1 x× 6.3 cm)
© Jac Leirner
Photo: Courtesy of Galeria Fortes Vilaça and White Cube.
Figure 2.6
Mona Hatoum
Undercurrent (red) 2008
Cloth covered electric cable, light bulbs, dimmer device
3 1⁄8 × 314 15⁄16 × 314 15⁄16 in. (8 × 800 × 800 cm)
© Mona Hatoum
Photo: Murat Germen.
Courtesy of Arter, Istanbul and White Cube.
In the work of Mona Hatoum, Undercurrent (red) (2008),

a stereotypical approach is challenged when the usually
restrictive umbilical cord that tethers a light to a wall
becomes central to the work in its freedom. The cable is
also replicated many times to such an extent that it
dominates the area and breathes life into multiple lights.
Jac Leirner’s Little Light 3 also makes the cable a key
factor, and although potentially the light could be free, it
remains attached to a wall, and irrespective of freedom
the cable again takes center stage.
The works of international artists such as Vladimir
Rachev can become inspirational triggers for thought if
viewed with an open mind, and if thoughts are allowed to
flow.
Visits to galleries and exhibitions, and connecting with
fine artists and sculptors, can influence the idea-
generation process significantly. The designer needs to
observe such works and aim to gain an appreciation of
what is being communicated, and perhaps the
fundamental scenario that prompted the works from the
artist. Understanding such approaches can lead to new
works, which might be quite different from the original
inspiration, but which still retain some of the poignant
characteristics that were initially intriguing.
Vladimir Rachev’s Unfoldable Chair might prompt many
ideas to the curious mind, but not necessarily to do with
chairs. It is often the lateral connections that can be
drivers for new ideas, rather than any literal interpretation.
It is not always important to visit a gallery or museum
that is related to a particular area of interest, as so much
information can be sourced from works in all fields if
considered closely.
Figure 2.7
Vladimir Rachev, Unfoldable Chair.
Photo: Vladimir Rachev.
The unexpected, the unconventional, and the unusual
form the basis for interesting outputs. The unexpected
does not need to be too different from what is
conventionally understood, but slight changes, such as a
foldable chair that doesn’t fold, or a series of chairs
attached in an unfamiliar arrangement, do surprise. An
understanding of habits and how objects are actually
used rather than how they might be perceived invites
alternative thinking and outcomes. Such outcomes break
down boundaries and openly question sterile conventions.
Designers Yvonne Fehling and Jennie Peiz create
innovative works that are appealing due to their
familiarity, but that are also very different to individuals’
expectations of an object. Stuhlhockerbank is a work that
the observer understands instantly through its familiar
narrative, and yet conversely it is also an unfamiliar
object.
In Stuhlhockerbank the chairs appear to break away
from a bench into familiar seating clusters but
unexpectedly remain connected to the bench structure.
The Berlino Bench (2004) by Martino Gamper and Rainer
Spehl, constructed out of various reclaimed seating
components, adopted a similar narrative.
The Berlino Bench, however, used a variety of different
seats including stools, chairs, and benches in the
completed arrangement. It manages to capture many
different stories within the work due to the eclectic nature
of the sourced items.
Figure 2.8
Yvonne Fehling and Jennie Peiz, Stuhlhockerbank (Chairstoolbench).
Profiles
Profiling
Profiling is an important and necessary investigative

instrument that provides insight into the behavior, habits,
and routines of individuals. As a design tool the process is
not intended to be intrusive and can be conducted using
primary or secondary research methods. The objective is
to build an understanding—to probe where necessary,
gathering detail to formulate patterns that can become
useful directional signs.
What are the products that targeted audiences are
purchasing? Where, how, and why do they use them?
These are some of the issues that can be addressed using
profiling. Collecting artifacts, images, materials, and other
tangible evidence, which is believed to be associated with
a particular group, begins to provide an understanding of
what they like—strands of evidence that inform thinking.
Exploring and examining a range of sourced items can
highlight commonalities that particular individuals are
attracted to, such as an attention to detail and quality, but
it can also depict issues such as financial positioning and
brand awareness.
Target audiences are not simply related to areas such
as age or gender, so profiles may be applicable to a
range of individuals who might initially appear unrelated.
Figure 2.9
Design staff at the San Francisco based Astro Studios collate specific
visual references to assist in identifying possible user scenarios and
aspirations.
Photo: Courtesy of Astro Studios.
Themes
Character adoption
Themes are necessary in the development of ideas and

need to be carefully refined as an idea progresses. A
theme usually has a relationship to the product being
developed in some sense, although since this might be
exploited through a single characteristic rather than a
holistic literal interpretation, a theme may initially appear
to be random or abstract to an observer. The theme may
also be a reflection of a current trend, and therefore
remote to the functions of the product, but appealing to a
particular audience. The delightful Playmobilia stools by
designer Tania da Cruz are playful, adopting a theme of
toy hairstyles and colorful tones, but remain as viable,
contemporary products due to the control of the work and
the standard of execution. Achieving such an outcome as
the Playmobilia stools might appear simple to the
uninitiated or naive, but considerable thought needs to be
directed at the subtleties and sensitivities of the work to
ensure such purity and quality.
“In an age of abundance, design should be about formalizing

values and statements. Every product should tell a story that
hasn’t been told before. Only this way can the process of
designing something make sense and bring something to our
world instead of burden it.”
Eric Morel, Eric Morel Design
Figure 2.10
Tania da Cruz, Playmobilia stools. Exhibited at “SaloneSatellite,” Milan,
2014.
Photo: Manuel Rio Casali.
The reference to animals in the j-me toothbrush holders

transforms a mundane object into a vibrant and joyful
object.
The adoption of a character in the development of an
idea can be both fun and rewarding. It can give a sense of
meaning and drive. Careful examination of the key
characteristics of animate and inanimate objects can be
exaggerated, simplified, and modified to influence idea
progression, which can impact on emerging designs with
great effect.
There doesn’t need to be any obvious logic behind the
embracing of a character, providing that appropriate
design considerations and judgments are made, as
outcomes are often open to individual interpretation.
Figure 2.11a and 2.11b
j-me, Bella and Grace toothbrush holders.
Why be conformist when something more exciting

presents itself?
The alteration of a conventional form into a non-
conventional form opens up an array of opportunities for
how an object might be received. The Still Lives works by
Fehling and Peiz, a series of life-sized pigs that are
upholstered in a traditional fashion, are reminiscent of the
zoomorphic Little Crawly Thing designed by Carl Clerkin,
where upholstered stools had multiple cabriole legs
added to suggest a scurrying bug.
According to Fehling and Peiz the Still Lives works can
be received in many ways:
“Maybe these still lives simply eagerly strain the classic
concept of design. In any case, they deliberately defy all
definition. There is both something confounding and
liberating about it. They are a welcome change in an
unexpected direction.”
In searching for an idea, it might simply be something
unexpected or a break from the conventional that
provides a valuable direction. The generation of ideas
needs to understand the works of the past but does not
need to adhere to previous conventions and attitudes. Still
Lives are fun, useful, sculptural, appealing, and different.
The execution of the work, however, remains at a very
high standard and visual connections are made with more
conventional works. The Still Lives works are a seating
solution but also objects that prompt discussion and
interest. Still Lives demand attention.
Figure 2.12
Yvonne Fehling and Jennie Peiz, Still Lives, Objects for Domestic
Space.
Photo: Frederik Busch.
The generation of an idea may come from a simple

desire to do something different, even if an existing
solution is broadly acceptable. In looking for alternative
solutions to accepted conventions the beautiful can
emerge.
Designer Oliver Schick continually creates beautiful and
appealing works from questioning his surroundings and
observing what is actually taking place as a form of
innovative reference.
The conceptual Walker chair designed by Oliver Schick
manages to capture the essence of a traditional rocking
chair and is synonymous with the Giacomo Balla painting
at the Albright-Knox Art Gallery, Buffalo, New York,
Dynamism of a Dog on a Leash (1912), where the painting
captures the rapid movement of the dog’s legs as it walks
with its owner.
“The basic purpose was to design a rocking chair having no

typical curved runners. I want to find a solution, which turns this
well-worked principle upside down. So I used legs—usually
standing for a solid stableness on the ground. Only the amount
of used legs and their different lengths caused the same
function like a runner. The contradictoriness makes Walker a
unique object with the side-effect of looking like an animated
being in motion.”
Oliver Schick
Figure 2.13
Oliver Schick, Walker, 2007.
Photo: Michael Himpel.
Cultural references
The term “cultural” is somewhat ambiguous and is often

subjected to different interpretations, which can relate to
objects as well as to social interactions and behavior.
It is important to allow yourself to encounter different
cultural experiences and to view different approaches to
living with an open and receptive mind. Ideas can be
sourced through an awareness of different cultures and
cultural habits.
Being unaware of the ways in which different cultures
interact and respond to situations can be a mistake.
Anthropologists study human beings from a broad
range of perspectives, including their customs, faith, and
culture, as well as physical issues and situations. To
appreciate cultural influences it is necessary to watch,
listen, ask, understand context, and comprehend
reasoning. Approaches such as the Stool (Guan Ziyin,
2014) and Play Me I’m Yours (Luke Jerram, 2008) provide a
good foundation for cultural referencing (see Chapter 1).
Culture might be defined as a way of life, and can relate
to localized organizations and groups as much as to the
practices of individuals from different countries or
backgrounds.
Influences should be gathered from as many diverse
cultural experiences as possible. Constraints can
compound situations where information needs to be
gathered. However, irrespective of such pressures,
observation of practices, cultures, and methods must be
given sufficient time to ensure that interpretation is
accurate and that assumptions are not being made. It
may be necessary to interact with a community,
organization or social group for a reasonable period of
time. Interaction will provide opportunities to
acknowledge procedures, practices, and approaches to a
broad array of tasks, some of which may be remote or
contrary to familiar practices and habits. The diverse
ways in which issues are addressed in a different cultural
environment are very necessary aspects of the design
process.
It is important to recognize that an accepted practice in
a certain culture may be deemed as an insult or be
frowned upon in another. Better understanding of different
cultures and practices will almost certainly improve
creativity in design. Observing the ingenuity,
inventiveness, and imagination of cultures with sparse
resources can be as beneficial as observing more
developed cultures.
Collaboration between Alessi and the National Palace
Museum in Taiwan enabled Western and Eastern cultures
to merge and an understanding of Chinese traditional
practices to be influential in the creation of the Stefano
Giovannoni pieces Mr Chin (2007) and OrienTales (2008).
Understanding cultures, exploring historical references,
and appreciating details and applications influence
design direction and thinking. Stefano Giovannoni
combined traditional practice of the East observed
through observing the craft of the East.
The prestigious National Palace Museum is the
custodian of many significant examples of art and culture
from the Ch’ing, Sung, Yuan, and Ming dynasties of
ancient China. The works demonstrate a meticulous
attention to detail and craftsmanship in beautiful
materials including jade, bronze, and porcelain.
“The National Palace Museum is the Louvre of the East.”

Alberto Alessi
Figure 2.14
Giovannoni Design Alessi S.P.A., OrienTales.
The Alessi works are created as if they were ancient

artefacts: crafted, painted, and assembled in a manner
similar to methods for creating wooden or porcelain
works. The background referencing is detailed and
thorough and has an honesty connected to its origins, but
also manages to merge the historical importance of
cultural works with the unique Alessi style: two different
cultures, steered by meanings and merging through
attention to detail and craftsmanship.
Alessi describes the care, attention, and direction given
to their works, influenced by traditional Eastern practice
as: “Eastern stories through Western eyes.”
It is important to engage with different cultures and
practices, to open up to opportunities, and to
acknowledge the diversity of customs that can inform
creative directions.
Figure 2.15
Giovannoni Design, Alessi S.P.A., OrienTales: The Banana Family
characters.
Historical references
Not to investigate or consider previous approaches to

design, alternative philosophies, constraints, and
restrictions is to miss an opportunity to explore a wealth
of exciting ideas that may have been forgotten. Many
historical influences still have much to offer, although the
original context changes.
There is a need to question why successful products
ceased to exist, and to understand the external pressures
that may have been significant in their demise.
Ideas are too often lost to history for a broad range of
reasons, but undoubtedly some could be re-evaluated
and resurrected, either in their entirety or just a particular
facet.
Fluctuating trends, cultural differences, competition,
technological advancements, or a loss of skills are all
significant factors that can bring about change. It is
unlikely that all the components of a historical idea are
irrelevant to the contemporary consumer.
Attention to detail, quality of craftsmanship, and
material usage are among many of the historical agendas
that remain important, and any such references should be
seized.
Design historian Renny Ramakers and designer Gijs
Bakker co-founded the globally inspirational Droog
Design in 1993 and in 2011 Renny Ramakers founded
Studio Droog.
The Family Vase collection (2013) created by Studio
Droog as part of The New Original project demonstrates
the ability to take inspiration from a historical base—in
this case, the Famille vases of seventeenth and
eighteenth-century China—but also looks to respond to
contemporary issues and the reputation of a Chinese
copycat culture.
Conducted in Shenzhen, Studio Droog looked to copy
the copycat, but in a manner that would demonstrate how
an alteration in thinking could inspire originality. The vases
in the collection represent a stereotypical form from the
seventeenth- and eighteenth-century period, but rather
than attempt to copy the traditional patterns on the vases,
color was replicated in representative bands. The Family
Vase collections are contemporary originals inspired by a
copycat culture.
Figure 2.16
Studio Droog, The New Original collection: Family Vase, 2013.
Historical Chinese vases inspired the Family Vase collection by Studio
Droog.
Photo: Mo Schalkx.
Themes
The Studio Droog Black Family Vase in the New Original

collection is created using rapid prototyping—a process
removed from and incongruous to the original makers—
but retains an inherent honesty. The various color bands
that make up the vase are proportional representations of
the original color used in the distinctive artworks that
exquisitely and sensitively adorned the original
seventeenth- and eighteenth-century Chinese vases. The
form is a generic shape, a seemingly distinctive structure
(although different), but one still associates it immediately
with the historical wares of the period. The approach
rejects a direct copy culture in preference for what might
be considered a reconfiguration, and in doing so it creates
a viable contemporary descendent of the originals.
“The Sony Walkman II entered the market in the late seventies.

At the time I was very excited about the device’s extremely small
size. Not a millimetre was wasted. The standard audio cassette
was in effect encased in a thin metal skin containing all the
components, such as the drive, audio head, and battery.
“The thing actually felt no larger than the cassette itself.
Impossible to do, right? I tried anyway! Why enclose the
cassette? I left it open, showed it, and only created a form-fitting
connection with three mechanical openings. The drive, audio
head, and battery subsequently hang as a visually separate unit
alongside the cassette. Although the resulting Museman had a
somewhat larger volume than the Walkman II, the technique of
splitting the housing into two separate entities made it appear
smaller.”
Jörg Ratzlaff
Figure 2.17
Studio Droog, The New Original collection: Family Vase, 2013.
Photo: Mo Schalkx.
The Museman designed by Jörg Ratzlaff for frog design

exemplifies an alternative thinking approach. At a time
when the Sony Walkman was the predominant personal
stereo and a great deal of focus was on the physical size
of the product, the proposed Museman took the
innovative step to question the need to place a box (the
cassette) inside another box (the personal stereo). The
outcome was a design that attached onto a cassette
rather than surrounding it.
Figure 2.18
Jörg Ratzlaff, frog design, Museman.
Photo: V. Goico (Image Museman).
Experimental Beauty
Looking beyond the familiar and the comprehensible,
to experiment or simply play with material
characteristics provides a platform for original thought
where attitudes and hackneyed values can be steered
toward a particular creative path. Sometimes
controversial, sometimes abrupt, the desire to create
the unfamiliar is often prompted by embracing and
exploring the cultures and values of disparate
disciplines and ultimately gaining valuable insights
that inform.
Materials
Contrasts
Something that is different naturally engages the

imagination and stimulates curiosity. It often evolves from
experimental thinking and invariably sits comfortably with
high creativity. Such an approach is usually addictive and
captivating, and enables beauty to be introduced.
The natural instinct of experimental practice is to
inquire further, to want more answers, and to become
increasingly submerged in associated values.
When there is no opportunity to experiment it can
become difficult to sustain motivation or remain inspired.
It is important to ensure that creative activity does not
evolve into a burden, since all initial activities should be
creative and be allowed to drive the search for ideas.
The instigation for a thought can come from all
directions, and inspiration from personal discovery should
be allowed to feed into the creative process.
The more interesting the references to work with, the
greater the probability of achieving a beautiful outcome.
A “why not” or “do what others don’t” attitude provides
the creative platform to legitimately deviate from what is
expected. Breaking new ground might relate to ideas, but
it may also mean new materials, or a standard of quality
or detail that is unexpected.
A desire to do something alternative and maybe
controversial will generate original thinking and shake up
practices that have become too habitual and comfortable.
The execution and attention to detail of the Barber &
Osgerby limited edition Murano glass vases for Venini
exemplify craftsmanship and set a material benchmark.
The nautical-inspired glass vase within its protective
cage is unusual, beautiful, and original, an outcome
achieved through skill sets coming together, daring to be
different, and sharing experience and knowledge.
“When I am working on a problem, I never think about beauty …

but when I have finished, if the solution is not beautiful, I know it
is wrong.”
Buckminster Fuller
Figure 3.1
Edward Barber and Jay Osgerby, Limited edition Lanterne Marine –
Murano glass, for Venini (2009).
The range of materials that are available to the designer

is fantastic. Inspiration for working with materials can be
sourced from different disciplines and cultures, which
provide stimulating possibilities and sources of inspiration.
Materials should be valued, challenged, and pushed to
their limitations—limits that would not normally be
considered possible. Investigating a material and
exploiting its beauty through craftsmanship can realign
preconceived perceptions of what is possible.
Designing with materials can take different routes. It is
possible to conceive an idea and then find an appropriate
material to function in a specific role; it is also feasible to
explore a material and then adopt a use for it; and of
course it is always possible to simply play with a material
and then go and do something completely different.
Materials contribute to the soul of a design and their
physical and mental beauty should be appreciated,
respected, and enjoyed.
Maria Kirk Mikkelsen’s description of a “laboratory”
approach refers to a range of creative thinking activities
and investigations, the development of experiences,
stories, and ideas, whereas the “factory” approach is
informed by “laboratory,” and is regarded as being more
material-based, instinctive, and expressional.
The visual language of a product can be manipulated to
emphasize a diverse range of signals that may be
consciously or subconsciously recognized by a third
party.
It is not always necessary to consider the semiology of
a product in detail, as the message it communicates may
simply be a culmination of other considerations, but in
some cases the signals portrayed are fundamental to
success and need to be recognized.
Attributes associated with a product such as form and
materials can be selected to enhance a desired or
inherent message. The selections might be basic but they
can be effective communicators if considered carefully.
Many products are categorized or stereotyped due to
their particular visual language, but considering an
alternative or unfamiliar language can refresh old
perceptions.
“I distinguish between laboratory and factory.”

Maria Kirk Mikkelsen
Rules are there to be broken. In the 1960s, Anti-Design

groups including Archigram (1961), Archizoom (1966), and
SUPERSTUDIO (1966) challenged accepted values and in
particular the notion of “form follows function.”
Taboos were embraced—something that became less
shocking and more mainstream. Accepted design rules
were challenged, questioned, and overturned.
Designer Ettore Sottsass founded the Italian design
group Memphis in 1980, which again questioned
contemporary approaches and asked “What is design?”
The group reintroduced color into design, generated
asymmetrical outputs, and merged material extremes in
an attempt to distance themselves from the bland design
that had become prevalent. The designs of Ettore Sottsass
and the Memphis group ultimately influenced a
generation with their innovative thinking and questioning
approach.
Why are things done the way they are? Is it too
dangerous to depart from the comfort zone? Exploring
and systematically interrogating the various components
of a product or the conventional methods of manufacture
can conjure up a multitude of potential directions, as well
as querying the purpose of accepted approaches or
practices. An audience seldom realizes what is required
until it is presented, as premature judgments relate only to
previous encounters, knowledge, expectations, and
experiences. When a method of doing something is called
into question, it is likely to unleash a myriad of
exhilarating proposals that challenge values, and a “will
do” attitude.
What works, what doesn’t? Is it possible to ascertain an
immediate outcome? Experimenting, investigating,
exploring, and inquiring allow for ideas to be teased out.
Making mistakes, incorrect judgments, and questioning is
all part of the experimentation strategy. Making a mistake
can often be a positive thing, and an opportunity to reject
a particular line of inquiry. A mistake may even enlighten
and provide previously unconsidered opportunities.
Approaching a problem expecting to make a mistake
while exploring ideas, especially those that might merge
disciplines, provides confidence and an ability to progress
more easily than working in an arena of constant caution
and anxiety.
“There are no rules here—we’re trying to accomplish

something.”
Thomas A. Edison
Exploration
Experimentation
A crossover of practice and experimental endeavor can

present many diverse and beneficial indicators in the
search for a creative direction.
Practitioners who are able to venture between art and
science or technology continually set creative
benchmarks and provide material that can be both
inspirational and constructive to others. Experimentation
and an ability to communicate findings to a wider
audience create dialogs of possibility that can prompt
further questions and more intense activity.
The Bio-light, a harbor of fluorescing microbes in a
chemostat of bespoke labware, immediately catches the
imagination and suggests potential opportunity.
Microbial Home is a probe, a far-future design concept.
It is not intended as a production prototype, nor will it be
sold as a Philips product.
“We are testing the future, not predicting it.” Jack Mama, former
Creative Director,
Philips Design Probe
Figure 3.2
Philips, Microbial Home Probe, Bio-light.
The Microbial Home Probe project bridged creative

disciplines, the scientific, and the artistic, and in doing so
asked significant and extensive questions to reveal what
might become possible. The outcomes are different but
familiar, embracing the wonders of the animate with the
beauty of the inanimate, the purity of the synthetic with
the elegance of the natural, and visionary practice with
contemporary practice.
The Microbial Home Probe questions conventional
thinking and in doing so recognizes that the output of one
function has the ability to become the input of another
function—an idea that echoes the importance of the
designer exploring the outputs of others to inspire their
own lateral directions.
It is increasingly important in a search for the designer
to identify original paths, to venture beyond what they
know, and gain understanding of other disciplines through
collaborating with those with specialist knowledge. Tim
Brown at IDEO suggests that designers need to adopt a T-
bar approach to design: a situation where they are
competent in a particular field but are also aware of their
surroundings.
The ability to facilitate cross-disciplinary discussion
and to broker experimental and engaging activity
between science and art is a characteristic of the
internationally acclaimed C-Lab. The research of C-Lab,
co-founded by synthetic and biological artists Howard
Boland and Laura Ciniti, explores scientific and artistic
contexts where the relationships between animate and
inanimate ideas are able to mature and become
sophisticated entities that inspire others.
The Philips Bio-light and the C-Lab installation Stress-o-
stat present inspirational insights for other creative
thinkers, which would not be available if the initiators had
not asked poignant questions. The setups—chemostats
—are able to monitor and adjust the conditions of bacteria
implemented with a fluorescing protein. An exposure to
stress triggers the bacteria in the setup to express the
protein as light.
“The Microbial Home Probe project consists of a domestic

ecosystem that challenges conventional design solutions.”
Miep Swaminathan, Philips
“Stress-o-stat is a result of an immersive and independent

laboratory practice using synthetic biology to develop new types
of artistic expressions. A special genetic switch involved in stress
response was located and combined into a genetic construct to
produce fluorescing proteins. Once implemented in bacteria,
fluorescing proteins are expressed during oxidative stress
producing a yellow-green color in response to blue light.”
Howard Boland, synthetic biological artist and co-founder of C-
LAB
Researchers such as Donna Franklin have also explored

biological activity in the creation of garments, and, in
conjunction with Garry Cass, created the Micro “be”
collection through the creation of cellulose from a colony
of Acetobacter bacteria.
Researcher, designer, and microbiologist Suzanne Lee
combined scientific and design disciplines to create her
Biocouture collections. Although a fashion designer, the
practice of merging disciplines is applicable to all the
creative areas, and the outputs of Suzanne Lee, Donna
Franklin, and others provide a realistic incentive in the
search for inspiration.
Figure 3.3
C-Lab, Stress-o-stat, final setup, 2011. This work uses a chemostat to
maintain constant cell population using a feed (left), a bioreactor
attached to a Graham condenser (center), and a deposit (right).
Varying nutrients from rich to poor, cellular stress is seen as light
emitted by proteins as a result of genetic engineering.
Photo: C-Lab.
Figure 3.4
Suzanne Lee, Biocouture. Curiosity and a fusion of minds coupled
with experimental play enabled Suzanne Lee to create her innovative
Biocouture collection. Bacteria created the material for the garments.
Photo: Science Museum / Science & Society Picture Library
Figure 3.5
Jannis Huelsen, Xylinum stool. A cellulose film gradually surrounds a
submerged wooden stool, in a flask of microbial activity.
Exploring the practices of others and appreciating

cross-disciplinary activity—activities outside of the
creative arenas associated with the arts—introduces
alternative directions to creative thinking.
Jannis Huelsen recognized the properties of microbes
to create cellulose, submerging a wooden stool, a form of
biological scaffold, in a concentrated broth to allow
Acetobacter xylinum microbes to cover the stool with a
shroud of extracellular material.
The viscous substance covering the predetermined
scaffold is dried in a similar fashion to the garments made
by Suzanne Lee, but unlike the garments, the drying
process adheres the microbial matter to the frame.
The use of biological practices within design is
burgeoning and opportunities for cross-disciplinary dialog
should be encouraged as both parties have information to
share.
The curious, dried coverings of the Jannis Huelsen
stools are unusual, but perhaps only because they are
unfamiliar. Unknown territory is where a creative mind
should aim to be active.
The IDEO design studio in California has also explored
the potential of microbes and a form of natural, additive
fabrication with the work of scientists, where stimulated
Escherichia coli (E. coli) creates a solid form of cellulose for
the generation of simple products.
Figure 3.6
Jannis Huelsen, Xylinum stool. The cellulose film attached to the
Xylinum stool dries and reduces when removed from the flask of
microbial activity.
The materials available to the designer are not simply

limited to original, untouched virgin materials, since if a
material can be worked it immediately becomes a viable
proposition, irrespective of whether it already has a
particular form. Designers have a responsibility to explore
all options in their creative journeys, and considering
materials is fundamental. A material in a preconceived
form of any description presents a challenge to the
designer, but ultimately it is the ability to look beyond the
obvious and consider things differently that remains
central to the success of an outcome. It is always
necessary to ask “What if?”
Designers Tejo Remy and René Veenhuizen regularly
challenge materials and consistently demonstrate an
ability to see opportunities and inspiration for their
creative outputs in everyday objects. The use of familiar
materials and objects in unexpected contexts creates a
connection with an original story, but also provides an
opportunity to make the transition to the surrogate
narrative.
The playful and experimental approaches of Tejo Remy
and René Veenhuizen provide a creative platform for
imaginative applications that are distinctive and
stimulating. Opportunities for the use of different materials
continually evolve due to the practices of inquisitive
minds and a compelling desire to try something original.
Figure 3.7
Tejo Remy and René Veenhuizen, Concrete Furniture, Soft Moulded
Bench, 2012. Photo: Ernst Moritz.
A desire to experiment and a curiosity about

encouraging concrete to adopt a predetermined pattern
led Tejo Remy and René Veenhuizen to tailor a series of
flexible formers and bespoke frames to steer the
seemingly unpredictable material. But they also
anticipated an element of distortion and desirable
uncertainty in the eventual outcome.
Their distinctive Concrete Furniture works create the
impression of the material being inflated and initially
challenge the preconceptions of concrete.
Figure 3.8
Tejo Remy and René Veenhuizen, Soft Concrete Bench, 2012.
Photo: Ernst Moritz.
Play
An experimental, hybrid play approach to the generation

of ideas can be used to arrive at beautifully bizarre and
creatively diverse outcomes. Proposals that might
normally be neglected or considered a high risk can be
pursued and sensitively realized through a mix of ideas
combining many references and disparate elements.
If a design process isn’t productive it is necessary to ask
why.
The blending of materials and a disregard for accepted
rules and taboos invites the fantastic and the sublime to
take center stage.
As previously mentioned, the Anti-Design studios of the
1960s daringly shook up conventional ideas and thinking,
and in doing so inadvertently demonstrated that
sometimes, in an attempt to be controversial, the
outcome becomes surprisingly agreeable.
Where there are no boundaries to the imagination and
where there is a willingness to be different, something
wonderful can emerge; but when the imagination is stifled
and starved, potential outcomes are at risk of becoming
dull and complacent. A mind-set that challenges
restrictions and embraces the unthinkable can alleviate
frustrations and provide the necessary stimulus to reboot
the imagination.
Green Chicken Rocking Horse and Rocking Sausage
Hot Dog (2012) are some of the many creative outputs that
were produced by the constantly burgeoning imagination
of Jamie Hayon, the influential Spanish designer who
demonstrates an ongoing ability to mix seemingly
eclectic ideas and elements into beautiful outcomes. A
fantastic and fearless disregard for restrictive, creative
precedents relating to materials, scale, or theme,
combined with an overwhelming adherence to detail and
craftsmanship ensure that the outcomes, such as those
exhibited at “Funtastico,” are magical and have a capacity
to momentarily transport audiences to another world.
It is the adventurous and audacious who ultimately
create the adventurous and the audacious. Such leaders
are courageous and confident in their own abilities,
having experimented and explored many different
directions to affirm their ideas.
It is such outcomes that stimulate the imaginations of
others and that can move collective thinking forward.
Figure 3.9
Jamie Hayon and Nienke Klunder, Rocking Sausage Hot Dog, 2012.
Exhibited at “Funtastico,” 2013–2014, a ten-year retrospective of the
creative works of Jamie Hayon, Groninger Museum, the Netherlands.
Communication
Scale
Experimentation with scale presents a spectacular

opportunity to seek out diverse references in distinct
situations, and then translate any significant elements to
a contrasting scale to elicit an alternative, unexpected
narrative.
The control of scale can introduce hidden worlds.
Previously unseen beauty and wonder can be openly
captured and revealed through the repositioning of
objects on an unfamiliar stage. The imagination is
triggered through such unexpected changes.
In 1989, Dietmar Henneka photographed the Sun SPARC
hardware stations designed for Sun Microsystems by frog
design. The photograph, titled “Sunday,” featured on the
back cover of the July edition of Design magazine,
depicted the various SPARC stations surrounded by
miniature figures creating the impression of working and
living in a major city.
Designer Dominic Wilcox uses similar customized
figures set in miniature scenes in his Watch Sculptures
works, such as Oblivious iPhone User, Hide ’n Seek, and
the Sitting Man.
The theme of the Oblivious iPhone User exemplifies the
importance of observing one’s surroundings and of taking
inspiration from everything.
Figure 3.10
Dominic Wilcox, Oblivious iPhone user.
Figure 3.11
Dominic Wilcox, Hide ’n Seek.
Sensory Perceptions
Subtle changes in design can have a significant impact
on the way information is perceived, and a tendency to
overwork a design can be detrimental to the outcome.
Emotional responses that an individual, a society, or a
particular culture might express can appear rational or
irrational but they are responses that need to be
recognized and accepted. In addition to the core and
dominant aspects of a design, peripheral elements and
added values can significantly influence perception
and understanding.
Sensory
Senses
All of the senses should be engaged when considering

ideas so as to gain as much inspiration from the
surrounding environment as possible. Inhibitions and
inexperience should not prevent ideas from being
explored and considered, but rather they should be a base
from which to inquire and consider what can be
communicated.
It is often the case that if a situation feels right—even if
you haven’t identified the particular aspect behind it—it
should be explored and examined for possible adaptation
or transposition. In such circumstances, the situation is
perhaps more instinctive and visceral, and such
occasions should not be overlooked. The spirit and soul of
an idea is a combination of sensory and instinctive
awareness.
It isn’t necessary, or even always desirable, to try to
replicate all of the characteristics of something that
generates interest; but it is necessary to try and
appreciate what particular facet of something is creating
the interest, capturing the imagination and demanding
further attention.
The senses are continually at work through conscious
and subconscious means, and everyday experiences can
become a creative source. The way the senses respond to
different stimulations changes depending on external
factors; therefore something might only be of interest in a
particular setting, at a particular moment in time, or when
presented under certain conditions to a particular
individual. The aim is to translate the essence of what is
being observed or understood through the different
senses into a tangible outcome—an outcome that is able
to retell or communicate a particular experience.
It is often very difficult to accurately convey a specific
emotion or primary response to a broad audience due to
the context being misunderstood or misrepresented by
individual users.
Color
If someone is asked what their favorite color is, the

response could be any number of things, but it is
meaningless without a specific context or reference.
Many colors can be considered within a particular genre,
and each type communicates a different message.
Color is an important component in the design process,
and if it is not considered carefully it can also become the
deciding factor between a product being successful or
not, no matter how well considered it is in all other
regards.
Color is generally recognized before any other aspect of
an object, including overall form, and so in the split
second in which an individual makes a decision about
something, the color makes a significant impression. The
color may even be desired by the user, but can be readily
dismissed due to the tone being misplaced.
It is often the case that colors are not considered in the
initial stages of an idea emerging and frequently only
make an appearance in the latter stages of the design
journey. There is a difficult balance to strike in the use of
color, but generally the sooner it is associated with an
idea the better. The reason why color often makes a late
appearance in the design process is perhaps
understandable in the sense that a design or idea could
be unfairly rejected in the initial stages simply because of
a particular color association, but color should be
considered to be a functional component.
Color theorists have often demonstrated that color can
be associated with a range of characteristics due to
previous tangential experiences, but such theories tend to
be generic and are often too vague for meaningful
appraisal in the design process.
Colors of all description can be considered to be heavy,
light, strong, weak, soft, hard, clean, or dirty, in addition to
many other characteristics. Inspiration for color selections
and combinations are everywhere.
Figure 4.1
Beijing Bowl – Ms. Kitty.
Photo: Qicong Lin.
Color inspiration is considerable and it is often the

subtleties in color that are of particular interest when
making a selection.
In Beijing, China, it is not uncommon to see washing
lines shrouding the outside of community tower blocks, or
plastic basins lining the streets outside public and private
buildings. These items are often sun-bleached due to
being continuously exposed to sunlight. The variety of
color tones within such simple everyday objects is
fascinating, and provided the initial inspiration for a design
at the Tsinghua University international foundation
program in Beijing.
Figure 4.2
A sun-bleached plastic bowl on the Zhongguancun Donglu Road,
Beijing, China, 2014. The color was the key inspiration for the design
of the Beijing Bowl – Ms. Kitty lamp at Tsinghua, a design enhanced
by the story connected to the bowl and by the various scratch marks
on the outer surface of the plastic.
The Beijing bowl – Ms. Kitty lamp exploited the potential

of cheap plastic products and their characteristic
translucence. The lamp was the study that inspired the
Guangzhou Firestick chandelier (2014), which was also
made from cheap, redundant plastic.
The scratch marks on the bowl, a testament of
everyday life and time spent on the street, are a different
tone to the main body of the bowl, and when illuminated
light highlights these materially reduced regions. It is
perhaps unusual for a color to be the inspiration for an
outcome, but it isn’t unusual to discover inspirational
material in the most unlikely of circumstances. Simply
describing the Ms. Kitty lamp as pink would not
sufficiently describe the colors of the lamp and the
inherent warmth and strength of the design.
Figure 4.3
Liu Youlv, Yang Jun, Jia Xinyi and Chen Pengpeng, Beijing Bowl –
Ms. Kitty lamp, 2014.
Photo: Qicong Lin.
Texture
Holding, feeling, touching, caressing, and manipulating

are activities that provide an understanding of a material
or form that can trigger the imagination. The craftsman
will often hold a material to feel and sense quality prior to
working with it in a particular way; the way something
feels is of the utmost importance.
The sensation of touch can be encountered anywhere,
at any time, and the sudden realization that something
feels fascinating should be noted.
Indicators such as sculptures or banisters that have
been polished through generations touching, feeling or
enjoying them might provide inspiration for a possible
direction, as might the weathered texture of shells, wood,
or rocks on a beach. Such delicate forms can be held and
caressed to appreciate overall form, but can also further
stimulate understanding of textures.
Textures can often be incorporated into a design to hide
manufacturing defects as well as to enhance the property
of a particular object. Seeing through touch on a continual
basis will provide a valuable understanding of textures
and their significance in the search for ideas.
It should be recognized that not all touch is conducted
using the hand, and that it relates to the overall body
experience.
The Buddha Maitreya sculpture at Lingshan Wonderland, Longshan
Mountain, Wuxi, Jiangsu Province, China. The prestigious bronze
sculptures exhibit a distinctive patina created through continual touch.
Figure 4.5
Meticulous attention to detail and surface texture is applied to a form
being created by a craftsman in Wuxi, China. The already polished
surface is continually brushed to ensure that the surface is perfect.
Smell
It may not seem important to consider smells, but if

functioning correctly the sense of smell can be extremely
sensitive and capable of triggering memories and
recalling specific experiences.
Smells are useful in the search for ideas and in
remembering past situations, but they can also help by
enhancing or discarding an idea path through exactly the
same mechanisms. As there may not be any physical
pointers in recalling a smell, it is possible to receive mixed
messages: messages that have the same trigger but that
recall different events for different individuals.
Is it possible to be put off a product because of the way
it smells? The dishonest used-car dealer may spray seats
in a cheap car with classy scents to hide unpleasant
odors, or perhaps to give an impression of a more
impressive material, while the baker might ensure that the
smell of freshly baked bread is directed at passers-by.
A consumer of a product may be influenced into
making a purchase because of a smell that is emitted and
the association that accompanies it. It would certainly be
unfortunate if a product was to be rejected on the basis of
a smell, but associations are powerful and should not be
overlooked.
Materials that change their odor under different
conditions will often result in different responses by the
senses. Smells emanating from a material in a familiar
setting may well change in unfamiliar settings and
climates.
Figure 4.6
Experiences with similar odors can recall entirely different situations.
A man repairing a fishing net in the street or a child in the park
catching fish might have a similar odor associated to the activity, but
can relate to very different experiences.
Sound
How important is sound? The sound of a door closing or a

button being pressed can be an indicator of quality—or at
least of a perceived quality. Sounds associated with a
product are important and should also be carefully
considered.
A switch that makes an audible click may be needed in
some situations, but consideration should also be given to
alternatives. What does the action of switching something
on and off represent?
It may mean the start of a rest period for the user, or it
may be an indication that something is about to occur.
Whatever the reason, sound quality should appeal to the
senses. The sound should not simply be a by-product of
circumstance, but rather something that is integral to the
user experience.
The integration of personal ringtones to cell phones
enables the user to enhance their experience and to
adopt their own personal preferences.
There are numerous products into which such
integration could be incorporated, and whose experiences
could be enriched with careful consideration to a note,
pitch, tone, or melody.
Emotional responses
Happiness, sadness, calm, anger, fear, disgust: inanimate

objects can instigate different emotional responses in
different users through various inherent qualities.
A user’s emotional response usually depends on the
context of their encounter and intuitive associations. It is
possible for an object to arouse, seduce, and stimulate
beneficial feelings or emotions through appearance and
memories. The intensity of these mental triggers can be
further augmented or reduced through a physical
relationship with an object, which may prompt emotional
negativity.
The juxtaposition between mental and physical,
positive and negative experimental emotions is difficult to
predict, as everything and everyone is unique, but the
manipulation of an object to assess positive and negative
responses can identify and stimulate exciting ideas.
Adore
I like it, I want it, what is it? The reasoning behind why
somebody likes something can be simple to comprehend,
but it can also be complex and difficult to rationalize. The
user may adore a trendy “must have” material, as it is
believed that ownership improves their quality of life—a
fundamental aim of design. However, a small grubby
blanket or an apparently insignificant, tatty bracelet may
also be adored by their owners if they are associated with
childhood or past experiences. Such fond memories can
also become more embellished as time passes. It is not
possible to guess whether an object is adored by simply
observing or thinking about it. A product needs to be
placed in the correct context, and even then, what one
person worships may be regarded as insignificant or
peculiar to others.
Designer Min Chen used the strength and simplicity of the Chinese
character “gong” as a basic unit for multiple expression.
Added values
Unexpected
Chinese industrial designer Min Chen takes inspiration

from Chinese calligraphy and the traditional Chinese arts
and crafts, creating works such as Gong and Mu.
The simple form of the Chinese character “gong,”
composed of three strokes, is often a subcomponent of
more complicated Chinese characters, and in the work of
Min Chen this ideal is echoed in the constructions that are
composed from the simple form.
Gong is a building block, a singular unit that can be
manipulated and repeated to become multiple forms,
each retaining the honesty and strength of the original
Chinese character. The constructs are diverse, enabling
infinite, unexpected forms to be created.
Figure 4.8
Screen created by Min Chen using the Gong form.
In the creation of the form Mu, designer Min Chen again

took inspiration from Chinese characters and referenced
multiple forms. “Mu,” the Chinese word for “wood,”
represents a single tree as a single component, but as
additional Mu components are added, Min Chen
influences the meaning and the language changes. The
placing of two Mu together represents the Chinese
character “lin,” meaning “forest,” and when three are
situated together they represent the Chinese character
“sen,” meaning “jungle.”
The beauty of the form and the honesty of the material
coupled with a comprehensive understanding of meaning
and representation captures the imagination. The added
value in the design is the intrinsic story of Mu, which,
when it is revealed, manages to enhance the overall
perception of the collection.
Figure 4.9a
Min Chen, Mu. The single component represents a single tree.
Figure 4.9b
The placing of two Mu side-by-side represents the forest.
Figure 4.9c
The placing of three Mu together represents the jungle.
The Campana brothers, Fernando and Humberto, have

constantly experimented with varied design approaches,
exploring transformation and reinvention, while adhering
to a faithful understanding of craftsmanship.
The Candy collection (Campana brothers, 2015) is
inspired by their 2002 Sushi collection (including works
such as Sushi IV Armchair), the similarities between a
glass-making factory and a candy factory, and the
colorful sweets in the markets of Brazil.
Hand-blown glass by Lasvit features in the Candy
collection in the Lollipop table lamp and Sphere
chandelier works. In a similar approach to the works Gong
and Mu by Min Chen, with a faithful replication of a
singular form, the Lollipop table lamp is the main
influence in the larger works Sphere chandelier and Ring
chandelier, while the individual craftsmanship associated
with the Lollipop lamp ensures that each output remains
unique.
“For the Candy collection we wanted to explore the colorful

universe of our Sushi series and to express it through a glass
collection.”
Fernando Campana
Candy collection: Lollipop table lamp (left) and Sphere chandelier
(right), designed by the Campana brothers (2015) and produced by
Czech glass-masters Lasvit.
Photo: Hana Klimova.
Taking inspiration from subjects as varied as a drain

cover (Tattoo table, 1993) to sweets (Candy collection,
2015) the Campana brothers readily absorb everyday
references from their immediate surroundings to steer
and inform creative directions. The inspiration needs to be
identified and then used creatively, but the Campana
brothers have consistently demonstrated in their work
that inspiration and influences can be found in the most
unlikely of places, and can subsequently be transformed
to create something incredible and sought after.
As with many of the Campana brothers’ outcomes, the
Tattoo table (1993), the Cobogó table collection (2009), and
the tables of the Fitas collection (2013), they manage to
demonstrate elements of added value when
choreographed shadows appear under the works.
The manipulation and control of light to create the
perception of a particular space being enhanced is a
theme adopted in the subtle and graceful outputs
Subconscious Effect of Daylight, Daylight Comes
Sideways, and Surface Daylight 1 & 2, by Norwegian
designer Daniel Rybakken. Exploring and appreciating the
innate attributes of natural light and the multiple and
varied lighting effects that are readily cast on an array of
surfaces, Rybakken created lighting outcomes that
capture the purity and innocence of daylight to
effortlessly and calmly open up the spaces in which they
are located or that they are able to influence. The works
move away from conventional lighting approaches
through the simple, everyday observation of natural light.
Such lighting effects are common, where shards or
mottled daylight openly dance on a surface. The
inspiration is there for all to see, but Daniel Rybakken
allowed it to influence his beautiful lighting series and
further develop his thinking.
The inspiration seems so obvious, but it is very difficult
for many to see, due to mental baggage associated with
lighting curtailing or preventing the imagination from
being triggered.
It is Daniel Rybakken’s freedom of thought that enables
him to create such imaginative and appealing designs.
The work Subconscious Effect of Daylight uses a simple
table to allow an unexpected, but seemingly familiar
natural light to form on the surface below. The table is
integral to the creation of the natural light, although the
light with its distorted character appears to be distanced
from the table and associated with a different and
partially hidden source of daylight. In a different approach
to the Campana brothers’ Tattoo table, Rybakken
incorporates the source of the light within the original
object but manages to create the impression that it is
natural light arriving from somewhere else.
Figure 4.11
Daniel Rybakken, Subconscious Effect of Daylight, 2008 (above).
Figure 4.12
Daniel Rybakken, Daylight Comes Sideways, 2007 (right).
The work Daylight Comes Sideways continues the

experimentation with natural light and how it is perceived,
introducing a fluctuating and subdued series of shadows
on a surface. A feeling of movement and freedom is
created that appears to be natural and instinctive. The
space retains a simple feeling without being littered with
elements that might be considered distracting or
unnecessarily imposing. The lighting is no longer a
conventional light, a static form, but a source of natural
light that emanates into a space, altering conditions and
feelings. The representation of daylight is portrayed as
lighting in a state of flux, a condition that naturally alters
the sensory perception of light.
The works Subconscious Effect of Daylight and
Daylight Comes Sideways informed the Surface Daylight
1 & 2 collection by Daniel Rybakken. The works further
explore the effects of daylight streaming into a space
through the creation of panels that appear to have
sunlight casting forms upon them. The impression created
is the natural feeling of light entering the space, and it
provides a sense of greater space beyond the immediate
area.
The works differ from many approaches to conventional
lighting in that they have an inherent awareness of natural
light, and thus have an appeal that directly connects to
the senses.
Conflicts
Figure 4.13
Daniel Rybakken, Surface Daylight, 2008.
Photo: Kalle Sanner.
Subtlety
To understand subtlety requires an understanding of

judgment, an ability to appreciate subconscious detail,
and a capacity to engage acute mental awareness.
Subtlety in creative work is a delicate balance between
acceptance and rejection; it is a characteristic between
something being extraordinary and something being
ordinary. The execution and craftsmanship associated
with an object is fundamental to how an outcome is
received.
Austrian sculptor Erwin Wurm has received
international acclaim for works such as Fat House (2003),
Truck (2005), and Fat Car Convertible (2005). As a sculptor,
Erwin Wurm has an ability to intimately understand
objects, a developed understanding of meaning, and a
sophisticated sense of balance.
Figure 4.14
Erwin Wurm, Fat Car Convertible (Porsche), 2005 (edition of 3).
Photo: Erwin Wurm and Xavier Hufkens, Brussels.
Control
Fat Car Convertible (2005) exhibited at the Xavier Hufkens

Gallery appears to be anything but subtle, with its
oversized body that seems to be a direct contradiction to
the perceived view of conventional convertibles, but the
sculpture is undoubtedly subtle. The work is detailed in a
manner that might not be openly apparent, but the control
of the work is explicit.
The subtlety within Wurm’s Fat Cars is distinctive and
presents a language opposite to contemporary thinking,
but it is also a language that carefully exudes a set of
considered alternatives, such as “satisfied” and “serene,”
in addition to being seemingly carefree and relaxed.
Such characteristics are attained through a confident,
subtle appreciation of form, despite any immediate, literal
impression that the Fat Cars are anything but subtle.
The temptation to do more and to continue to tinker
with an object beyond reason can create confusion and
detract from the integrity of an original thought. South
Korean designer Miyoung Nam understands control and
continually manages to create visually uncomplicated
outcomes such as Snow (2016) and Shard (2016). The
lighting designs appear simple and elegant but have been
carefully crafted and managed to remove all unnecessary
markings, including any visible evidence of how the
components are inserted into the forms. There are no
external markings of any kind. The core components that
contribute to the arrangement of Snow and Shard are of
primary importance and the subtlety in their
arrangements and execution ensures a considered
outcome is achieved. Control in the design process is
central to success and any temptation to unnecessarily
overwork an idea should normally be avoided.
Less is more.
Control
Control is also evident in the work Pole (2015) of Miyoung

Nam, where all components and practices have been
kept to an absolute minimum but where daring,
experimental thinking is still able to coexist comfortably
with simplicity.
An adjustment to preconceived and hackneyed
proportions introduces an unforeseen language that is
able to stimulate both curiosity and intrigue. The
confidence to challenge and defy what might
inappropriately be considered to be a correct
arrangement, simply because something has always
been done in a particular way, introduces an opportunity
that can prompt alternative directions. Considerable care
has been taken to ensure that the work is uncomplicated
in every aspect, including the reclaimed components that
remain in their original state when assembling the
towering structure. There is no need to deviate from an
idea and add more if it is not needed. The Pole (2015) light
makes a statement through its overall form and any
amount of additional work to individual components is
always likely to be secondary to the overall structure.
Miyoung Nam arranges clusters of towering poles to
create imposing structures that illuminate space in an
unexpected and untraditional manner.
The work is essentially a component, that when it is
replicated, has the potential to allure and excite. If the
work were overly complicated at the outset, the essence
of the idea would be lost and it would be difficult to
assemble multiples of the design without it appearing too
busy. Controlling the building blocks of design is
necessary if outcomes are also to demonstrate an
element of control.
Figure 4.15
Miyoung Nam, Pole (2015) light.
Control
Challenging anticipated perceptions can be achieved in

broad terms through a simple and unexpected
modification of just a single component. Such
adjustments have the capacity to transform a relatively
insignificant object into a captivating and intriguing one.
Such simple changes can make a dramatic impression,
and in doing so reinvent original narratives that can
elevate the mundane into a completely different arena.
The introduction of multiple legs in Walker by Oliver
Schick Design (2007), the large soft seating component in
Barbapapa (2006) in the narrative work 100 Chairs in 100
Days by influential designer Martino Gamper, and the
mixture of unexpected materials and form in the musical-
themed Showtime Armchair BD (2007) by the Hayon
Studio for BD Ediciones de Diseño all demonstrate an
ability to challenge perceptions and introduce alternative
directions through subtle and considered change.
The lighting designs Bamboo Blue XL (2014) and Sugar
XL (2014) are inspired by the observations of bamboo and
sugar cane. The lights are constructed from the multiple
use of a single unit that has not been purposefully
produced. The components are abandoned thread spools
from the textile industry. The individual spools are simply
pushed inside each other to create tall structures that
take on a form that is representative of bamboo and sugar
cane. The development of these particular light structures
does not require any modification to the individual
components and no tools are needed in the construction.
The design has been carefully composed to capture the
characteristics of bamboo or sugar cane.
In Sugar XL (2014), where the separate components are
connected together, they create a double thickness of the
material and when illuminated from within the
connections can be easily seen appearing to be similar to
growth rings or the incremental sections in sugar. The
outcome is not incidental but has been carefully
considered. If the sections were not constructed through
push-fit and used a different method of construction it is
likely that any additional component would be visible
when the light is illuminated.
Figure 4.16
Y&Bramston Sugar XL (2014) and Bamboo Blue XL (2014) inspired by
sugar cane and bamboo.
Respect
The degradation of an adored product can lead to

subconscious neglect and a distancing between the user
and the object. Up until a product receives its initial
tarnish, perhaps a scratch or dent, it is usually respected
and cared for; however, when something does occur, the
object can be relegated to a league of lesser importance,
and user focus can become tarnished and directed at a
possible replacement or an alternative item. A caring
attitude can begin to dwindle with a blemished product,
and the love and respect it may once have been shown
can be forgotten. It is, however, not uncommon for
products of a decommissioned status to actually become
more useable in practical terms.
After the initial shock of damage is acknowledged and
alleviated, an object can actually begin a sensible
existence: an existence in an environment where
accidents do occur and are recognized. The scratch or
bump usually only impacts on an aesthetic level rather
than on operational capabilities, and if such battle scars
are actually understood they can add a unique, distinctive
character.
The idea of a design being visually unattractive due to
knocks and bumps can be contrasted with an object’s
sudden practical status. The concept of scratches,
bumps, rips, and dents can often be seen as a desired
feature and inspiration for originality; as well as an
opportunity to personalize.
With an individual aesthetic and ideas about extended
existence, Mehmet Erkök used a Nokia 3210 in
experimental work, replacing and altering original
components to develop a unique, personalized product.
The cellphones of Mehmet Erkök explore rechargeable
cells, operational qualities, and usability through the use
of visible batteries, an ability to “dress” the phone for
specific requirements, and an acknowldgment of what
Erkök describes as “stereotypical learning.” The phones
have distinctive personalities that demand attention and
respect.
Figure 4.17
Mehmet Erkök, “Custom” or “Hacked” cellphone.
Adopting Responsibility
Designers have to push the imagination of others, be
daring and make the most of exciting potential
markets; to present opportunities by doing what others
have not done. But they also have a duty of care. They
have a responsibility to ensure that their outputs are
acceptable at many levels and in multiple contexts.
There needs to be an appreciation of the resources
available and a consideration of the broader
implications that a particular idea might have. There is
a moral, ethical, and social responsibility associated
with design, where all directions need to be continually
evaluated.
Sustainability
Designers have a responsibility to improve life, to make it

more enjoyable, more efficient, and more entertaining,
but they also have a responsibility to achieve this without
introducing any detrimental characteristics in their
products. The creative stages do not need to be
compromised, but they do need to be carefully
considered. Consideration needs to be given to all the
stages in the development process on how something
could be improved and how any negatives, whether
immediate or long-term, might be avoided. The
introduction of such a constraint in the creative process
should be considered as an indicator of possible
opportunity rather than a hindrance. The designer and the
creative industries have a moral, social, and ethical
responsibility that needs to be continually acknowledged
and accepted.
An appreciation of responsibility ultimately
complements a design and its broad acceptance since
there is usually a beneficial story to tell. Identifying an
exciting idea and being enthusiastic about it is
undoubtedly a good thing, but it is also possible to
become so enthralled by the momentum of an idea that
the fundamental and broader implications become
overlooked or ignored.
The design process is a problem-solving process and
the problems that need to be solved are wide and varied.
A successful design should include an awareness of key
factors, such as resource usage, and the designer should
be able to steer an acceptable path in terms of
sustainability.
Figure 5.1
Shao Luya, Zhang Yahan, Ma Lijuan, Pan Qiuguo, Huang Shuyin,
Zhao Ping, Li Yuxin, Dong Wei, and Sun Jing, Yoghurt Pot Chandelier,
2014.
Photo: Qicong Lin.
Resources
In 1968 American architect, innovator, author, and creator

Buckminster Fuller stated that “We are all astronauts.” The
statement suggested that the global population was
onboard the Planet Earth Spaceship, and that it was
unable to stop for additional resources, indicating that as
a community, the “astronauts” need to appreciate the
value of resources because when they are gone they are
gone.
The essence of the statement remains relevant in the
twenty-first century and global resources are something
that need to be considered carefully in the generation of
ideas.
The Yoghurt Pot Chandelier, designed by the Tsinghua
International Foundation program in Beijing, recognizes
the beauty of the glass yoghurt pots that are so readily
available on the streets of China. Although the glass is not
of a particularly high quality compared to that made by
specialist glassmakers, the designers managed to create
a series of experimental arrangements that promote the
whiteness of the vessels when in close proximity.
In using simple yoghurt pots, the arrangements
collectively hold many stories. The story of the street, who
used the yoghurt pots, where were they going and so
many other questions create a hidden value that would be
absent if virgin material had been used. Although the
components of the design are familiar to people
accustomed to life in China, the form that has been used
is unfamiliar to other cultures, and so there is no
preconceived understanding.
The use of found objects or rescued materials is
becoming increasingly important in the design process.
Materials that have been rejected for minor reasons, such
as color imperfections or because of a slight
manufacturing fault, can offer great potential and can be
turned into outcomes with meaning and an inherent
sense of responsibility.
“We are all astronauts.”

Buckminster Fuller, Operating Manual for Spaceship Earth
A preformed, previously used material should not

present a problem in the design process if it is considered
with the same imagination with which any other material
is considered, but it also has the potential to offer so
much more than a virgin material.
Stuart Walker, Co-Director of the ImaginationLancaster
Design Research Center, is Professor of Design for
Sustainability and has produced various reuse works such
as Lather lamp and Wire light. Such works use simple,
understandable, pre-used materials, to create meaningful
designs that are desirable on multiple levels and which
are capable of being readily maintained.
Although such works appear simple, the thought
processes behind them are carefully considered. These
works are not simply an amalgamation of various
components randomly gathered, but rather a
comprehensive understanding of need, an appreciation of
sustainable practices, and a demonstration of possibility
that recognizes the importance of valued resources. The
Lather lamp design uses a discarded soap bottle as a
predetermined form, a steel rod, and cast concrete. These
materials are simple, they have honesty and transparency
about them; there is no hidden agenda, and because of
this they have an elegance and appeal that many more
complicated and irresponsible solutions, blinkered to core
issues, are unable to capture. Wire light takes the concept
of simplicity further, but in doing so the design is not
lessened or compromised: it becomes an object of
functional beauty.
There is no complication to the outcome; it simply puts
a light source where it needs to be effectively and
efficiently. The ability to really understand need, to strip
back an idea, to remove resource-intensive processes
and to make a design understandable to all is
undoubtedly at the core of good design thinking.
It is surprising that such effective, efficient, and simple
works, creations that can tell many stories and are so
wonderfully elegant are not a catalyst for substantially
more works. There is too often a desire to source original
material, to overwork a design and to create unnecessary
outcomes when simplistic and carefully considered
solutions would be more appropriate.
“In keeping with the principles and practices of design for

sustainability, Lather lamp and Wire light are attempts to
demonstrate that elegance and utility can be achieved by minimal
means at the local level, and in ways that lend themselves to
visual clarity and functional comprehension. Such
comprehension facilitates product maintenance and repair. In
turn, maintenance and repair allow for product longevity—and
product longevity combined with localization contributes to the
development of a cultural, meaningful material world while
simultaneously reducing waste.”
Stuart Walker, Professor of Design for Sustainability; Co-
Director, ImaginationLancaster Design Research Center
Figure 5.2
Stuart Walker, Lather lamp. Reused soap bottle, hand-formed mild
steel bar, concrete casting, general-purpose electrical parts.
Figure 5.3
Stuart Walker, Wire light. Hand-formed mild steel bar, concrete
casting, general-purpose electrical parts.
Tinkering
Openness
Brazilian designer and craftsman Paulo Goldstein

manages to combine a multiplicity of creative, divergent
experiences and an appreciation of craftsmanship in
collections, such as Repair is Beautiful (2012), where
control is on a personal level with the individual. Broken
objects that impede or deter functionality and promote
frustration are ingeniously renovated with an approach
that introduces intrigue, authority, and meaning. The
works of Paulo Goldstein in the Repair is Beautiful
collection are not simply repaired to their original state,
but repaired in a manner that redirects frustrations
associated with non-functioning, broken objects, and
challenges the original values of the object.
The Repaired Anglepoise 1 work had to respond to a
series of problems, which impacted on further
modifications and adjustments. The work ultimately
becomes individual, personal, and meaningful.
Figure 5.4
Paulo Goldstein, Repaired Anglepoise 1. Ingeniously created to avert
the frustrations created by a non-functioning, broken object.
The Repaired Director’s Chair by Paulo Goldstein has a

unique language and identity, but is restored to its original
functionality, having been sourced as a broken frame with
a missing backrest, and the scars of the various
inadequate repairs of a previous owner. The Repaired
Director’s Chair is a statement of achievement, an object
that has not been abandoned, and despite appearing to
be in traction with its tension cables and various rigging
assemblies, the designer has been able to overcome the
innumerable challenges presented through sensitivity and
craftsmanship.
It is too easy to discard an object, to abandon it without
thought and to ignore the consequences of such actions.
Rescuing broken works informs creative directions and
presents a series of challenging and new constraints that
can be overcome through simple ingenuity. The structural
problems that Paulo Goldstein resolves through ingenious
solutions are akin to the adlib structures created by
Matthias Pliessnig (see Chapter 1) when simple found
items are brought together to inspire and challenge.
Figure 5.5
Paulo Goldstein, The Repaired Director’s Chair.
Honesty
The generation of second-life products is a burgeoning

area of interest, where items are not only designed for
their initial or primary use, but are also considered for a
potential secondary life that does not require materials to
be recycled.
In designing an original object, consideration should not
only be given to the processes associated with how the
idea will emerge, but also to what will happen to the
object when it is no longer functional. Designers such as
Paulo Goldstein manage to engage creativity and
craftsmanship in developing new identities for objects
where there has been no original thinking directed at what
the object would become after it ceases to function
correctly.
Thought can and should be given at the initial creation
stage as to how individual components of an emerging
product can be responsibly disposed of, or how they can
seamlessly morph into another product without any
exhaustive processes.
Figure 5.6
Zhang Yuxi, Found light, 2014.
Tangshan-based designer Zhang Yuxi created the

lighting design Found (2014) from locally sourced and
discarded materials. Combining imagination and creativity
with responsible design, Found is comprised of opaque
waste plastic, an abandoned transparent glass vessel and
a vinyl toy duck. The randomly selected ingredients for
the design were constructed so that the light source
above the vessel would adequately illuminate anything
contained within. The object within the vessel could in
reality be anything that is personal to the user, and might
include a toy, a personal letter, a photograph, or
something else with an individual meaning. The assembly
of Found is not intended to be complicated and is honest
about the use of simple fastenings to connect the entire
work.
Found is a study that aims to create acceptable lighting
through responsible practice. The rawness of the light
becomes the light’s main attribute, since it allows it to be
original, maintainable and personal, in a similar manner to
the inspirational approach of Mehmet Erkök (see Chapter
4).
Yellow Soldier light (2014) is also constructed from
abandoned materials and in particular recognizes the
advantages of cheap plastics. Observing light passing
through the colored lids of soda bottles initially influenced
the design. The lids of the bottles acted as simple color
filters allowing color to be added. The action inspired the
beautifully simple Yellow Soldier light, which uses cheap,
translucent colored plastic items, situated under a
prominent light source to poach color away. The light
allows for unique personalization.
Figure 5.7
Zhang Yuxi, Yellow Soldier light, 2014. The original version of the
light, following investigations with colored soda bottle lids, used a
cheap, yellow plastic toy soldier as a color filter.
The design works of Zhang Yuxi were created from

found objects rather than objects designed for a second
life when their initial life is extinguished. Although second-
life products are perhaps not a solution to a global
problem associated with excessive waste material, they
are worth considering in the idea-generation process, and
they have many possibilities. Many design products are
too readily abandoned after their immediate use, but so
many products have such similar forms and attributes
that evolving a product into a secondary product should
be considered more often.
It is not too problematic to design a plastic container for
detergent in a way that makes it a viable lamp in a second
life, or for a plastic container to become a stool. This is
designing backwards, where the secondary object is
considered as the primary objective and the initial object
simply becomes a carrier for the successive idea.
Considering a design beyond the immediate confines of
a single lifetime introduces the possibility for mixed
languages to be explored and for multiple options to
emerge. Hybrid products, which share core
characteristics but which are also fundamentally
different, are able to emerge.
The innocuous plastic detergent container might adopt
a particular surface texture that enables it to be
transformed into a viable lighting solution. The readily
available plastic oil container that appreciates the
potential of a second life can be slightly modified to
become a garden planter or watering can. The
opportunities for taking an original idea and allowing it to
evolve into an additional idea are compelling. A plastic oil
container could be created as an object of beauty if it was
to evolve into something with a longer life expectancy.
The potential of materials is consistently recognized
and demonstrated in the creative works of Italy-based
Vibrazioni Art Design. Predominantly sourcing abandoned
steel, and in particular screen-printed metals from the
petroleum industries, Vibrazioni Art Design create
alternative contexts through repurposing, understanding,
and exploiting the beauty of the materials.
Surface imperfections and material vulnerability, in
addition to a variety of colorful screen-printed sections,
present a creative opportunity that is supported through
the honesty of fabrication. The scars of construction are
openly visible, rather than shrouded or hidden away, and
contribute positively to the industrial narrative.
Blemishes and defects instil curiosity and have
meaning. Defects can be converted into accepted and
actively sought after characteristics when a creative
ethos is repositioned. Recognizing the potential beauty
and realistic practicality of used objects to inform a
creative direction requires a creative perception and a
desire to succeed. Abandoned materials have much to
offer but are too readily dismissed.
Figure 5.8
Alberto Dassasso, Vibrazioni Art Design, Avio Chair. Vibrazioni Art
Design outputs are shaped and meticulously worked into their
individual forms that capture and promote the beauty of the surface
print.
Figure 5.9
Vibrazioni Art Design, Honda Trequarti motorbike. Salvaged materials
are worked to generate an unexpected industrial aesthetic that
exploits the direct relevance of the screen-printed metal featuring
the logo of the automotive lubricant manufacturer Pennzoil.
Photo: Callo Albanese.
The Freitag brothers, Markus and Daniel Freitag,

created the original FREITAG messenger bag, the F13 Top
Cat, through personal experience in 1993.
As young, observant designers, cycling with their
artworks in Zurich, they ideally needed a strong, durable
bag that would be water-repellent and robust but that
would also appeal to them as individuals.
Observing trucks on the Zurich highway they realized
that strong, weatherproof truck tarpaulins would make the
perfect material for the construction of such a bag, since
the requirements for the bags were fundamentally similar
to those of tarpaulins.
Understanding problems from personal experience is a
significant advantage in the generation of an idea, but it
still requires an open mind and an ability to make the
necessary connections.
The connection that the Freitag brothers were able to
make between truck tarpaulins and a potential messenger
bag solution is obviously significant, but a viable outcome
still needed to be created. The creation of the original
FREITAG bag using a truck tarpaulin, bicycle inner tubes
and seat belts resulted in a bag that not only had the
properties required to solve the immediate problem of
protecting artwork, but since the materials were
associated with transit and haulage the industrial
aesthetic of the bag was ideal. Despite emerging from
and then entering a second robust, courier life the
craftsmanship and details of the FREITAG bags remain
paramount, and details already featured on the tarpaulins,
such as pressure-bonded fabric, is naturally captured in
the bags.
Since the tarpaulins are all different and sourced from
diverse areas of Europe, bags that are handmade become
unique items with individual color and detail
combinations. As the design of the tarpaulins changes,
the bags naturally follow and in doing so remain
fashionable.
Figure 5.10
A FREITAG F13 Top Cat messenger bag, following the basic design
and principles of the original bag, which the brothers created at
home on their mother’s sewing machine using tarpaulin washed in
the bath, bicycle inner tubes, and car seat belts. Photo: Peter Würmli.
Simple
Observing the removal of tangled and damaged

polypropylene packaging straps used in the haulage
industry, designers Lucia Lopez Garci-Crespo and Zhou
Hui used the properties of the material to create a series
of Fishingsticks, suitable for children to use in local pools
in China. The flexible, waterproof, and strong
characteristic of the packaging straps were manipulated
through experimentation and play to create a braided
Fishingstick using several pieces of the resistant and
purposefully defiant material. A simple colored line
attached to the end of the Fishingstick accompanied by a
delicate feather and a small knot at the opposite end of
the line for attaching bread provided a Fishingstick that
would feed fish and allow the child to encourage the fish
to chase food without harming the fish.
The design is simple, yet effective, and recognizing that
the properties of an unwanted material can become the
basis for a sought after and uncomplicated outcome is a
necessary trait in idea generation.
Figure 5.11
Lucia Lopez Garci-Crespo and Zho Hui, Fishingstick.
Inspirational
Resources
There are numerous situations where resources are finite

but solutions to immediate problems need to be sought
with basic materials. Such practice is abundant and can
be evidenced everywhere. Individuals who generate
solutions through need are true inspirational creators,
since they express outcomes through their own inherent
understanding and personal experience of what is
necessary.
Creator Theo Jansen adopts the approach of creating
from everyday materials to construct Strandbeest: beach
animals that are composed of old soda bottles, and
yellow plastic tubing normally used for housing electric
cables. Initially just playing with such accessible
materials and experimenting, Jansen initiated the
ambitious process of developing herds of kinetic beasts
that are able to continually roam on the broadly flat
terrains of the beach.
Transforming the inanimate into potentially animate
forms, capable of living, Theo Jansen created the original
and unfamiliar Strandbeest life forms with familiar
animalistic traits, such as feathers, which capture the
wind to enable the movement of the animals’ abundant
feet and legs.
The Strandbeest have matured since the initial outset,
having adopted an ability to use their impressive and
forceful wings to accumulate wind in soda bottles for use
when there is insufficient wind available for their beach
migration, away from the surf towards more protected
regions.
“Since 1990 I have been occupied creating new life-forms.”

Theo Jansen
Figure 5.12
The dynamic Strandbeest, by creator Theo Jansen, continually roam
the beach in herds, walking on the wind and sensing dangerous surf.
Photo: Theo Jansen.
Figure 5.13
Theo Jansen, Strandbeest.
Photo: Theo Jansen.
Evolving the Reality
Blue-sky thinking is an important aspect of the idea-
generation process, but any idea is simply an indicator
of possibility that needs to be nurtured and developed
if it is to succeed. An idea is ultimately a thought with
potential that can arrive suddenly due to inherent
knowledge or it can be carefully identified through
doing various activities.
Blue sky
Reality
An idea is fundamentally a seed for potential. It is a

thought that needs to be nurtured and supported if it is to
develop into something that is ultimately desired. The
ability to capture an idea or to identify a particular thought
can be encouraged through many varied activities and
experiences, but where there is creative understanding
and instinctive knowledge, an idea can simply arrive
without being consciously encouraged.
An idea that suddenly appears to an individual has the
potential to be as influential and significant as an idea
that has had to be teased out.
There are many formulas for the design process, but the
creative pathway is not as straightforward as some might
suggest, and a designer needs space to maneuver
thoughts and explore unexpected directions and
encounters. An intuitive creative, who is naturally able to
embrace and respond to multiple encounters and adapt
their pathway accordingly, is a creative, who is more
likely to succeed than the individual following a rigid route
without any flexibility.
Designers require information, either inherent or
researched, to activate the mind and to consider
emerging opportunities. Exploring the “if only” and “what
if” scenarios associated with blue-sky thinking is of
fundamental importance, since these are the questions
that are capable of moving boundaries and revealing
beneficial directions to follow. Identifying an exciting idea
and being enthusiastic about it is a good thing, but it is
also possible to become blinkered and so enthralled by
the momentum that basic elements are overlooked. Is the
design actually that prudent?
Some of the basic questions that should be considered
when thinking about an idea are:
Is the function realistic?

Is it practically realistic?
Is it logistically realistic?
Will it be realistic morally?
Will it be realistic ethically?
Would it be realistic to create?
Would it be realistic to market?
A rethink regarding a particular problem area does not

necessarily mean a complete redesign, and minor
alterations can have significant benefits without being too
detrimental to the desired outcome. The ideas stage is a
continuous period of evaluation in which a seed of
potential is encouraged to develop.
The Tune ‘n Radio proposal was created by Wouter
Geense Design Studio in the Netherlands. The design
recognizes the importance of personalization, with a radio
design that is unique and customized by the user. The
radio invites the user to engage in the design process and
direct the outcome.
Figure 6.1
Wouter Geense Design Studio, Tune ‘n
Radio, 2005.
Development
An idea is a starting point, a point that may be the

initiation of a proposal, but first it needs to be interrogated
and scrutinized.
Identifying an idea and then developing it is by no
means the end of the story. A product needs to be much
more than a physical commodity. A product should
engage the user, appealing emotionally and intimately, to
ensure that interaction is positive. A product needs to
connect in a manner that is acceptable and personal; the
consumer wants more than a tangible thing—he or she
requires exposure to an experience, an experience that
aligns with his or her own beliefs, standards, and
aspirations. It is no longer very difficult to find products
that are comparable in terms of physical beauty or
function; the distinguishing difference is providing a
beneficial experience and making a unique impression.
The experience should not be considered after other
development matters have already been decided on, but
rather at the outset—it is an intrinsic and fundamental
issue. A brand experience should be of utmost importance
at the initiation of an idea.
Opportunities to fascinate and captivate an audience
on an individual level are significant and are more aligned
to nurture than manufacture.
Every single aspect of a product needs to be carefully
evaluated and understood. The experience of a brand is
influenced through physical, mental, and sensory
encounters. If an experience is perceived as being
contradictory, incoherent, or irregular then a unified
message is not being communicated effectively and the
response can be damaging. Everything needs to be
considered carefully and thoroughly to formulate an
impressive dialog that has meaning and consistency.
Consideration and appreciation of the brand experience
should be understood from the outset to influence idea
direction, formulate desirable objectives, and recognize
important constraints or themes.
It is necessary to have empathy with a brand and to
appreciate what it stands for and why, as much as it is to
have an understanding of a target audience and really
comprehend what they want.
Although a brand experience must work on a personal
level, it should also perform well on all other levels on
which it will be encountered. An evolved reputation of a
brand, positive or negative, will almost certainly impact on
the individual consumer; attention must be focused on
everything associated with the brand if understanding is
to be enhanced, as a ready-formed incorrect impression
can be difficult to overturn.
Packaging
The packaging of a product is a subject that needs to be

considered with ever-increasing care, attention, and
understanding.
Packaging is an integral part of the design process and
should not be an afterthought. It should be subjected to as
much rigorous investigation as the item it surrounds,
protects, and promotes.
Why package something that is already packaged? A
strange question? Packaging does not simply mean
plastic bags, card, and polystyrene; it is anything that
surrounds something else, a skin securing and protecting
more vulnerable items.
It is not unusual for packaging to be a physical
component of a product; something that is not discarded
but rather embraced can add value. Natural materials are
often preferential to synthetic materials, although creative
thinking will reveal exciting opportunities that are not
harmful to the environment and can actually enhance an
idea.
The need to consider packaging carefully has become
an influential design constraint in the generation of ideas.
Innovative packaging has to be explored, as audiences
are starting to appreciate efforts to reduce the
environmentally detrimental effects caused by some
packaging.
The notion of reuse is no longer merely a desire, but a
necessity; a necessity that is creating a wealth of ideas.
Inspiration for packaging-related ideas is everywhere,
particularly in regions where materials are limited and
where there is a greater number of design constraints.
What does it say about an individual or a company if
there is no consideration to environmental impact when
designing or purchasing a product? Target audiences are
becoming increasingly aware of social responsibilities
and associations.
Project briefs
1 Illuminated beauty
Understanding the character of a material through

experimentation and play can provide insight for potential
directions and outcomes. The diffusion of light through
cheap, translucent plastic products such as a bowl, a
plate, a toy, or a bottle cap is a characteristic that can be
exploited in the creation of various lighting solutions.
Abandoned colored plastic is simple to source, and in
situations where such items are weathered or distressed
the opportunity for experimentation with light is
enhanced. A scratch or a series of marks on the plastic
does not need to be seen as detrimental, but rather can
give an understanding of the object’s former purpose, and
might even suggest a particular direction to adopt.
Collecting a range of cheap and readily available
colored plastic products, conduct simple tests to observe
light passing through the material and the impact of the
light on its immediate surroundings.
The creation of a lighting design is fundamentally about
the control of light and what the designer is able to make
the light achieve. Observing colored plastics in different
arrangements should suggest a potential pathway for
developing a translucent plastic lighting solution. The
repeated use of identical objects or items with similar
characteristics can create an outcome with greater
impact than a single item illuminated on its own. Allowing
an idea to evolve through experimentation and play
creates a beneficial foundation for developing a
wonderful lighting solution.
2 Hidden seating
Street traders often adopt abandoned and frequently

broken pieces of furniture, and subsequently embark on a
journey of repairing, modifying, and personalizing the
items to achieve basic comfort and durability. The
condition of the furniture and the manner in which it is
both abused and cared for are valuable indicators for
generating potential ideas. Seating is often wrapped in
offcuts of foam or tape where there is greatest contact
with the user. Legs to the seating might be eclectic and
repaired, but they are also one-off solutions that might
accommodate a particular terrain or environment.
The appearance and thoughts that are expressed are
often intriguing and curious and it is difficult not to be
fascinated by the array of innovative repairs that have
been made.
Due to the hybrid characteristic of these chairs, specific
features might be removed or returned to their original
place at the end of trading. A box, some blocks, and
perhaps a piece of packaging foam might be the essential
components of a particular seating solution, but when the
item is deconstructed and items are returned, the chair
effectively disappears.
Exploring your immediate surroundings, create a range
of seating solutions that can be constructed from random
items that are not naturally associated with seating. The
construction should not involve complicated processes,
and the completed works must be capable of being easily
deconstructed and returned to the surroundings
unnoticed when not in use. To prompt design ideas, “see”
what individuals sit on when they do not have a traditional
seat to rest on.
3 Unexpected elegance
Inspiration does not need to be sourced in obvious

locations, and it is often the case that unexpected
references provide the most interesting directions to
consider. Designing a particular object with reference
only to that same genre of objects prevents the
imagination from being stretched and simply suggests
directions that have already been explored.
Looking to seemingly unrelated areas for inspiration
and appreciating that it is not necessarily the whole of
something that is being observed, but a particular
component or asset that is important, throws up multiple
thoughts.
Interdisciplinary or cross-disciplinary references can
provide valuable triggers for thinking. Eclectic references
from a variety of sources can, if managed appropriately,
provide some of the most interesting outcomes for
steering an idea.
A visual review of some of the leading fashion journals
where creative photography captures a particular mood
can kick-start the imagination for a design that might
appear to be completely unrelated to fashion. Seeing
beyond a photograph on the pages of a fashion journal
and deconstructing the essence of the outputs presents
an array of potential directions. Fashion images can
suggest delicacy, structure, layers, elegance,
exaggeration, flow, excess, and many other ideas that
can be beneficial to design thinking.
Selecting a single fashion image, aim to identify the
main characteristics of the photograph and look to
transfer some of these features into a design for a
domestic piece of furniture. The outcome should be
feasible and original, and should communicate an
unexpected elegance.
4 The 99p orchestra
Designers need to be constantly aware of their

surroundings. They need to be aware of what is actually
taking place and be able to notice the potential in things
that others might not see. Design is not an “on and off”
activity, but rather a constant process of seeing and
understanding. It is a process of thinking “what if” and
“maybe.”
The continual collecting and storing of artifacts for
reference is of fundamental importance, as interesting
items, or parts of them, can feed the imagination.
An info dump is the presentation of many varied items
of interest to others for evaluation and consideration. The
only common thread between the items presented might
simply be that they were intriguing and curious.
Many objects sourced for an info dump can be free or
inexpensive. The collection might include novelty items—
considered kitsch by others—or they might be objects
sourced in a charity shop, simply for a particular attribute
or a sound that they might make.
Collect as many items as possible that create an
interesting sound and that are not immediately
associated with instruments found in a traditional
orchestra. Imagination is needed to identify such sound-
making artifacts, but it is also necessary to engage the
imagination to think of where potential items might be
found. The individual items that are collected should not
cost more than 99p each, and where possible should be
obtained for less. The collection is about creative thinking,
not physical value.
In addition to the sounds that are possible with the
various items acquired for your 99p orchestra, explore
other characteristics such as structure, tone, harmony,
and emotion, and also look to represent such traits
through your found items.
Evaluate the items collected and identify any areas of
particular interest that might inspire a musical instrument.
5 Harmony and tension
A freedom to explore through play and express thoughts

through the creation of simple structures broadens the
imagination. The absence of a specific agenda and
immunity to pressure allows for thoughts to flow naturally
and to be maneuvered comfortably between emerging
options.
Observing elements such as stress, balance, pressure,
harmony, tension and compression in wild vegetation,
look to recreate these characteristics in a series of simple
maquettes. The studies should be constructed from an
amalgamation of inanimate objects that can be sourced
within the immediate working area and should not take
any longer than twenty minutes to create.
6 My place
Inspiration is found everywhere and areas of interest

should be noted. Being creative in a work area where
there is an absence of visual inspiration is an unnecessary
and onerous challenge. Visual references do not need to
be literal, since it is often lateral or abstract traits rather
than creatively constrained references that offer more
realistic potential.
A sterile workspace with no obvious visual references
can hinder creativity, but it is also important not to
overload an area with a single train of thought, since this
can also inhibit the ability to attract diverse thoughts.
At the outset of a design journey, multiple and varied
references that are able to portray a broad array of
messages are likely to be the most compelling and
convincing.
Concentrate on creating a viable and creative
workspace with multiple visual references that are of
interest for a variety of reasons. There should be a story or
a reasonable argument associated with all the images
that are selected for purpose. Aim to continually update
the images as the design process unfolds, and maintain
the strong undercurrent of interest. The workspace
references should continually excite and feed the
imagination.
7 Hello
A designer needs to be proactive and able to undertake

activities that might take them beyond the immediate
comfort zone of the studio. It is necessary to meet a broad
array of individuals and to engage in frequent
conversation without demonstrating bias or preconceived
views, in order to gain understanding from an alternative
or comparable standpoint. Instigating a conversation can
be made easier with the use of an unrelated artifact that
can remove any barriers of concern. Chinese designer
Guan Ziyin (CAFA IFC 2014) used an old street worker’s
stool to engage different characters she met, by asking
them to simply sit on the stool and have their photograph
taken. The practice is simple and is able to facilitate
valued dialog with individuals of interest.
A stool provides the ideal opportunity for engaging in
dialog, but many other carefully considered items can be
used equally well to stimulate a conversation and break
down a preconceived barrier in order to try and ascertain
a particular view on something.
In a group, collectively discuss and select an unusual
handheld curiosity with the intention of the artifact
facilitating a particular conversation. The item selected
might be a historical item that has some fundamental
characteristics associated with an area of interest.
8 Twenty
Design is about creating a desirable solution to a given

scenario through a series of stages. A design can also be
conducted or inspired through a reverse process, where
an outcome is essentially understood at the outset but its
potential application or meaning needs to be discovered.
In such situations, interaction through play can create
an understanding of what a design might become, and
assist in revealing its purpose.
The opportunity to design through a reverse process is
not uncommon, since many factories produce vast
amounts of waste material as an unfortunate by-product
of a core outcome. Excess material is too often
overlooked, but assigning it to a viable outcome can
transform the waste into something that is also respected.
The unwanted units of surplus material in a factory
have a particular characteristic that can be exploited in
repurposing, in that they are identical, repeated units and
they are created in vast numbers due to the mechanized
processes. In such circumstances the design process is
simply to identify an effective role for the surplus.
Taking a wood offcut that is approximately 100 x 50 x 25
mm, add two simple marks and repeat these marks on
nineteen other identical offcuts. The marks might be
simple cuts, holes, or both but all twenty offcuts must be
exactly the same. Having created twenty identical
objects, find a viable and different application for each of
the offcuts. Originality is of the utmost importance, and
the more creative the solution and the better the narrative
associated with the outcome, the greater the likelihood of
it being accepted.
9 What do they like?
Designing something for a particular audience requires an

acute awareness of what it is that they appreciate or
subscribe to. An audience is not necessarily going to be a
particular gender, a specific age, or from a certain culture,
and its members can initially appear to have nothing in
common. Primary research, understanding, and
observation will support the development of a user profile.
A set of references that are expected to be in an area of
interest for the potential audience can prompt thoughts,
and may reaffirm or reject initial ideas. The creation of a
profile is an indicator, a suggestion of what should be
considered, but it needs to be conducted carefully and
without bias or prejudice. A series of options, connected
to a variety of themes, may emerge through the profiling
stage, as it is unlikely that a single scenario will be
appropriate for all, but there is likely to be a common
thread.
Collect a series of secondary references based on the
themes “I want to be different” and “personalization,” prior
to identifying a profile for three distinct individuals.
10 More tea please
The process of making tea varies considerably at both an

international and local level. The ceremony of tea is
important and the way that it is created, served, and
enjoyed is significant. Tea that is made with haste, poured
without due consideration and drunk from substandard
cups is likely to be a less memorable experience than a
tea that is respected and savored.
It is not simply the tea that is important, but also all the
peripheral elements that contribute to the overall
experience. The atmosphere or setting in which tea is
made, and the individuals who it brings together can also
differ. These varied experiences can often be observed in
close proximity to each other.
Identify a public setting for drinking tea, such as a local
café or restaurant, and experience the manner in which it
is made, the quality of service and the different individuals
who are attracted to the same venue. Having encountered
the experience, select a different place the following day
to drink tea and make the same observations. Changing
the location for drinking tea every day will eventually
steer you away from comfort zones, towards a previously
unknown environment, where valuable information can be
gained on how individuals interact, their expectations,
their mannerisms, and their experiences.
11 Apple collecting kit
Understanding the needs of others is necessary when

designing for others. It is important to know what habits,
routines, and conventions are followed in doing
something. Such characteristics might appear to be
peculiar or bizarre, but the reasons behind why they are
embraced need to be understood.
Different groups have different ways of doing things
and it is not uncommon for children to imitate the
activities of others, even if they are unable to comprehend
the reasoning behind such actions. A particular activity for
a child might have a completely different meaning to an
adult.
Children often gravitate around a group culture,
conducting activities in teams. The collecting of apples
from an orchard is an activity that might be conducted by
a group of children. Collecting apples is perhaps regarded
by many as an enjoyable activity, but for the ten-year-old
child it can be more than an activity—it can also become
an adventure, especially when their imagination begins to
make connections with associated practices.
Design a non-gender-specific apple collecting kit for
children aged ten years old. What does the child need to
collect apples and why is apple collecting so important?
Do they want the apples for themselves or do they want
to collect the apples for a relative or friend? Where will
the apple collecting take place, and what dangers do they
need to consider?
Things that children may want in their apple collecting
kit might include:
A box that they are able to stand on to reach the very

best apples
A sign to warn that harmful insects may be present
during the collection process
A series of small cones or tape to secure the apple
collecting area
An apple collector’s safety uniform
A variety of tools for the safe removal, peeling and
cutting of apples at the scene
An apple crusher and beaker to make a refreshing
apple juice drink
A tagging system to let other gangs know that the best
apples have been collected
A compass, map and notebook to locate and record
the best parts of an orchard
A basic emergency kit to treat stings and bites
An apple collecting lunch kit and flask
It is unlikely that all these ideas could be incorporated into

a single solution, and therefore priorities would need to be
identified and additional ideas taken into account.
12 Roadside beauty
When a tyre needs changing on a vehicle it is not

uncommon for there to be poor visibility at the time, or for
it to occur during challenging weather conditions. There is
never a good time for a tyre change. The process involves
the use of frequently difficult-to-access tools, is
dangerous, dirty, and generally unpleasant.
Design a roadside assistance kit for changing a tyre
that will be produced by a leading skincare company who
wants to focus on care for hands, nails, and hygiene.
Consideration should be given to the priorities of the
product, but also to the emotional requirements of the
user. The stigma of grime, along with the hassle and
bother of changing a tyre, needs to be considered as an
opportunity to refresh and cleanse. Analogous references
might include dressing tables, manicure sets, and beauty
salon workstations.
13 Need to rest
In Southeast Asia the act of squatting rather than resting

on a chair is common, and it is possible for individuals to
remain in such a position for long periods of time without
any obvious discomfort.
Mixing cultural and historical references, design a
seating solution for a Western culture that is specifically
influenced by the practice of squatting in Southeast Asia.
Consider the pure and efficient outputs of Marcel
Breuer and the effective use of tubular steel to create
works such as the 1928 Cesca armchair. Following and
understanding such principles, look to create a seating
solution for squatting that attempts to echo the
functionality of Marcel Breuer’s works while introducing
an Eastern practice to a broader Western audience.
14 My favourite color is…
An individual might often say what their favourite color is,

but in the field of design, stating that a design should be a
particular color is useless without a specific reference.
There are many colors that could be assigned to a
particular genre. A color can appear to be many things
including fresh, dirty, bright, and cheap. Selecting a
particular color, collect a hundred different examples of
that color from a range of images, and then categorize
them according to characteristics such as elegance,
sophistication, fragility, and robustness.
15 Strip light
The creation of a simple-looking object is not necessarily
as simple as it may seem if it has been created with
careful consideration. Many versions will have been
considered prior to that outcome being revealed. Simple
designs frequently have problems or issues that need to
be carefully resolved. Every aspect of a design needs to
be explored from every possible angle in order to
understand the most effective and desirable way to
achieve the intended outcome.
Attempting to conclude a design that has not been fully
thought through is likely to require continuous rethinks as
the idea stumbles and stalls forward. Design is a tool that
can remove problems through considered assessment of
all options. It is a process where all possibilities need to be
scrutinized, and where the investment of thought can
often remove or lessen any pending complications.
Using thin, flexible card, create numerous strips that
can be interwoven or even tangled to create a tangible
form for a simple suspended lighting surround. Although
tape might initially be used to hold the strips together,
thought will need to be given to a more substantial form of
fixing. Adhesives are often acceptable, but they can also
be subject to failure, which would present difficulties if
used in a final product. More robust fixing solutions can be
considered but might be a distraction to the flowing lines
that the paper strips create. Care needs to be taken in
selecting the correct solution.
Having achieved an acceptable outcome in card,
recreate the design using thin, flexible strips of ABS
plastic, being sure not to interrupt the flowing lines that
were initially created. As the lighting surround is to be
suspended, thought must also be given to how this can be
achieved in an aesthetically appealing manner.
The lighting surround is not the actual light, but it has
the capacity to function in directing and controlling light.
Consider all the various light sources that could be used
and how any finish applied to the plastic might
complement the design.
16 Recalling a memory
It is usually possible to recall something to memory, but it

is often just a basic reference that is recalled and it can
be difficult to remember the detail without a secondary
trigger or reference.
A song, a memory, or an idea requires inspiration and
reference material that can be developed and enhanced if
something is to become real.
Singing on stage with no audience or backing band is as
difficult as generating an idea successfully without
physical or mental support.
Collect as much reference material as possible, but
know what to use, when to use it, and how.
Conclusion
Think of a song and now sing it out loud. This is almost
impossible to do except for a few lines or maybe a chorus.
When there is accompanying music it is a little bit easier,
but listen to the enthusiastic sounds emanating from the
audience at a concert and you will soon realize that even
with professional acoustic support it can take a long time
to actually hear an accurate rendition.
The analogy is much the same in the design process, in
the sense that it is often possible to see things in the
mind, but quite a different thing to try and effectively
communicate them. There is a need to be surrounded by
visual stimulation, images that can assist and prompt
thinking even if they are not directly related to the matter
in hand.
To be creative without visual input is not impossible, but
it can be more difficult. The hoarding of objects to rouse
and encourage thinking is a natural tendency for a
designer. It is equally important to get out of the studio
environment and get involved, experience things and
communicate with others, to see what is actually going
on. There should never be a situation where the design
process becomes stagnant or uninteresting, and if such
times do occur there is a need to consider things from an
alternative perspective and to see what emerges.
Isolation in the design process may be needed to think
for a short time, but questions should be looked at in
unison, rather than a single individual trying to work alone.
Almost without exception the design process is a team
effort, even if there is a recognized maestro steering the
process.
The research work for authoring this book did not start
when the publication was conceived, as that was only the
identification of a collection of experiences to be drawn
together. Unknowingly, the research began decades
before, on multiple levels, and by many individuals.
“See and listen and see and listen again and again.”
YeLi and Dave Bramston
Glossary
Adlib
Adlibbing is a process often adopted in the initial stages of
idea generation. It is a spontaneous action or the result of
an unexpected outcome.
Aesthetic
Aesthetics are the emotional characteristics and
considered design values associated with the overall
perception of an object.
Analogous
Two or more different or seemingly unrelated objects are
analogous when they have a particular characteristic,
feature, or use in common.
Animate
Animate refers to being alive or having life.
Anthropologist
The anthropologist observes and develops an
understanding of the fundamental mannerisms, behavior,
attitudes, social beliefs, and customs of societies and
cultures.
Artifacts
An artifact is an object that is made by a person.
Banal
Something that is banal lacks originality and is uninspiring.
A banal object is something that might be considered
common or dull.
Benchmark
A benchmark is a particular standard or reference that
can be used to gauge other similar things by.
Bespoke
A bespoke item is unique and created to individual criteria.
Blue-sky thinking
Blue-sky thinking refers to high creativity that does not
need to connect with conventional understanding and
encourages the imagination to explore without
constraints.
Brainstorming
Brainstorming is an activity typically conducted in small
groups to elicit, explore, and share initial thoughts. A
facilitator usually directs the sessions, which can take
place throughout the design process, although such
sessions are particularly common around the initial outset
of the design process. A brainstorming session can adopt
many formats.
Catalyst
A catalyst is something that speeds a process up and
enables outcomes to occur faster. A verbal or visual
catalyst is something that triggers new creative ideas and
thoughts.
Chemostat
A chemostat is apparatus used by biologists to observe
and gauge the activity of specific bacterial cultures under
different conditions. The development of cultures can be
controlled through the monitoring of parameters such as
nutrient availability or flow rate.
Comfort zone
A comfort zone is a limited area or range of experience
with which an individual is familiar and unchallenged.
Remaining in one’s comfort zone prevents individuals
from experiencing the unknown. It is important to explore
beyond the comfort zone in order to discover new and
original experiences.
Creativity rut
A creativity rut is a situation in which the imagination is
stuck and an individual has ceased to make progress. This
may be caused by overthinking a particular idea, or by
insufficient initial inspiration.
Cross-disciplinary
Something is cross-disciplinary if it makes reference to
two or more unrelated subject disciplines.
Eclectic
Eclectic refers to when a broad range of unrelated styles
are brought together to create inspired outcomes.
Hackneyed
A hackneyed idea is one that has been overused and is
now dull and uninspiring.
Hybrid
When an outcome is produced from two or more different
concepts or disciplines, it is a hybrid.
Inanimate
An inanimate object is one that is not alive and shows no
sign of having life.
Info dump
An info dump is an informal method for presenting and
discussing a range of visual sources that could be
inspirational in the development of an original product.
Interdisciplinary
Something is interdisciplinary if it makes reference to two
or more related subject disciplines, for instance, various
subject disciplines within the arts.
Junk model
A junk model is a simplified model of a product, created
using readily available materials, which can help to
visualize an idea in its early stages.
Lateral thinking
Lateral thinking explores unexpected and alternative
approaches to problem solving. This abstract approach
provides an opportunity to create original outcomes.
Literal thinking
Literal thinking follows familiar routes and uses unoriginal
sources in problem solving.
Mental baggage
Mental baggage refers to an individual’s preconceived
ideas on a particular topic, which can prevent or
significantly hinder original thoughts.
Mind-set
Mind-set refers to an individual’s distinct opinions and
ideas, which can be difficult to overcome if it becomes
too fixed or familiar.
Open mind
Someone with an open mind is receptive to new ideas,
views, and arguments.
Primary research
Primary research is the research that you carry out
firsthand, rather than by referring to other published
sources.
Profiles
User profiles are a means of summarising the interests
and requirements of a particular audience. Understanding
the products that a target group already uses can provide
insight when developing new products.
Prototype
A prototype is the first version produced of a designed
artifact. It offers an opportunity for evaluation or final sign-
off of a product.
Role play
Role play is the acting out of a particular idea or problem,
with limited or no resources. Role play can help you to
identify issues or opportunities at the beginning of the
design process.
Scenario
A scenario is a setting for a particular activity or problem.
Recognizing a problem scenario can trigger creative
thought to overcome the problem.
Secondary research
Secondary research involves gathering information that
has already been sourced or published by a third party.
This can work well in conjunction with primary research.
Stereotype
An overly generic and simplistic perception of something.
A stereotype is a generalization about a particular
category or group, which is often inaccurate and
misleading.
Up-cycling
Up-cycling refers to the process of reusing or reworking
something that was previously abandoned or disposed of,
while increasing its value or usability.
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Abitare
Artform
AZURE
Blueprint
b0x
DEdiCate
Design
Design Week
domus
dwell
Egg
FRAME
frieze
FRUiTS
icon
ID
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W magazine
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Blogs
booooooom.com
coolhunting.com
core77.com
designboom.com
design-milk.com
dezeen.com
formfiftyfive.com
itsnicethat.com
swiss-miss.com
Contacts
alessi.com
adamverity.co.uk
astrostudios.com
barberosgerby.com
biocouture.co.uk
bouroullec.com
campanas.com.br
chen-min.com
c-lab.co.uk
danielrybakken.com
diegostocco.com
dominicwilcox.com
droog.com
erwinwurm.at
freitag.ch
frogdesign.com
ideo.com
jannishuelsen.com
j-me.com
kraud.de
lala-lab.com
lukejerram.com
markzirpel.com
mars-hwasung.com
matthias-studio.com
nendo.jp
oliver-schick.com
paulcocksedgestudio.com
paulogoldstein.com
philips.co.uk
remyveenhuizen.nl
stefanogiovannoni.it
strandbeest.com
stuartwalker.org.uk
studioball.co.uk
studiolibertiny.com
studio-stephanschulz.com
tinaroeder.com
tuckerviemeister.com
vibrazioniartdesign.com
whitecube.com
wiekisomers.com
xavierhufkens.com
yebramston.com
Credits
Front cover
Peng Tun
Page 3 fig.0.1
Ieva Saudargaité
Page 11 fig.1.1
Fabrice Gousset
Page 12 fig.1.2
Fabrice Gousset
Page 13 fig.1.3
Fabrice Gousset
Page 14 fig.1.4
Pien Spijkers
Page 15 fig.1.5
Laura McCarthy
Page 17 fig.1.6a and fig.1.6b

Matthias Pliessnig
Page 18 fig.1.6c
Matthias Pliessnig
Page 19 fig.1.7
Matthias Pliessnig
Page 19 fig.1.8
Matthias Pliessnig

Richard Brine
Page 22 fig.1.10
Ralph Ball and Maxine Naylor
Page 23 fig.1.11a–fig.1.11d
Page 24 fig.1.12
Guan Ziyin
Page 25 fig.1.13
Guan Ziyin
Page 26 fig.1.14
Guan Ziyin
Page 27 fig.1.15
Guan Ziyin
Page 28 fig.1.16
Luke Jerram
Page 30 fig.1.17
Natalie Mao
Page 31 fig.1.18
Stephanie Wiegner
Page 33 fig.1.19
HIFA
Page 36 fig.1.20
Courtesy of Yuki IIDA, Lala Lab
Page 37 fig.1.21
Ronan and Erwan Bouroullec
Page 40 fig.1.22
IDEO
Page 41 fig.1.23
Courtesy of Astro Studios
Page 42 fig.1.24
Dave Bramston

Tsinghua University
Page 44 fig.1.26
Gerard van Hees
Page 45 fig.1.27
Bob Goedewagen
Page 47 fig.1.28
Gianfilippo de Rossi
Page 49 fig.1.29
Gianfilippo de Rossi

Mark Zirpel
Page 52 fig.1.31
Guido Mieth
Page 53 fig.1.32
René van der Hulst
Page 54 fig.1.33

Dominic Wilcox
Page 57 fig.1.35
Masayuki Hayashi
Page 59 fig.1.36
Kelly Chen
Page 61 fig.1.37a–fig.1.37d
Matthias Ritzmann
Page 65 fig.2.1
Adam Verity
Page 66 fig.2.2a
Akihiro Yoshida
Page 67 fig.2.2b
Akihiro Yoshida
Page 68 fig.2.3
Adam Verity
Page 69 fig.2.4
Courtesy of Tucker Viemeister
Page 70 fig.2.5
Courtesy of Galeria Fortes Vilaça and White Cube
Page 71 fig.2.6
Murat Germen Courtesy of Arter, Istanbul and White Cube
Page 72 fig.2.7
Vladimir Rachev
Page 73 fig.2.8
Yvonne Fehling and Jennie Peiz
Page 74 fig.2.9
Courtesy of Astro Studios
Page 75 fig.2.10
Manuel Rio Casali

j-me
page 77 fig.2.12
Frederik Busch
Page 78 fig.2.13
Michael Himpel
Page 80 fig.2.14
Giovannoni Design
Page 81 fig.2.15
Giovannoni Design
Page 82 fig.2.16
Mo Schalkx
Page 83 fig.2.17
Mo Schalkx
Page 85 fig.2.18
V. Goico (Image Museman)
Page 89 fig.3.1
Edward Barber and Jay Osgerby
Page 92 fig.3.2
Philips Design
Page 94 fig.3.3
C-Lab
Page 95 fig.3.4
Science Museum / Science & Society Picture Library
Page 96 fig.3.5
Jannis Huelsen
Page 97 fig.3.6
Jannis Huelsen
Page 98 fig.3.7
Ernst Moritz
Page 99 fig.3.8
Ernst Moritz
Page 101 fig.3.9

Jamie Hayon and Nienke Klunder
Page 102 fig.3.10

Dominic Wilcox
Page 103 fig.3.11

Dominic Wilcox
Page 107 fig.4.1

Qicong Lin
Page 108 fig.4.2

Dave Bramston
Page 109 fig.4.3

Qicong Lin

Dave Bramston
Page 111 fig.4.5

Dave Bramston
Page 112 fig.4.6
Dave Bramston

Min Chen
Page 115 fig.4.8

Min Chen
Page 117 fig.4.9a–fig.4.9c

Min Chen

Hana Klimova
Page 121 fig.4.11

Daniel Rybakken
Page 121 fig.4.12

Daniel Rybakken
Page 123 fig.4.13

Kalle Sanner
Page 124 fig.4.14

Erwin Wurm and Xavier Hufkens
Page 127 fig.4.15

Dave Bramston
Page 129 fig.4.16

Y&Bramston
Page 131 fig.4.17
Mehmet Erkök
Page 134 fig.5.1

Qicong Lin
Page 137 fig.5.2

Stuart Walker
Page 137 fig.5.3

Stuart Walker
Page 138 fig.5.4

Paulo Goldstein
Page 139 fig.5.5

Paulo Goldstein
Page 140 fig.5.6

Zhang Yuxi
Page 141 fig.5.7

Zhang Yuxi
Page 143 fig.5.8

Alberto Dassasso
Page 143 fig.5.9

Callo Albanese
Page 145 fig.5.10

Peter Würmli
Page 147 fig.5.11
Dave Bramston
Page 148 fig.5.12

Theo Jansen
Page 149 fig.5.13

Theo Jansen
Page 153 fig.6.1

Wouter Geense Design Studio
Acknowledgments
Thank you to all the designers, artists, photographers, and
researchers who have supported this project and provided
exciting images and statements.
The information has been sourced from all over the
world and has involved young designers along with
influential leaders within their respective disciplines. The
involvement of all of these individuals is really
appreciated.
Many thanks also to the programs where design
workshops supported the research for the book, including
the MA International Design Enterprise program at the
University of Lincoln, UK, the Chinese University of Mining
and Technology School of Arts & Design, Xuzhou, China,
the Industrial Design program at Hubei Institute of Fine
Arts, Wuhan, China, the Industrial Design program and the
International Foundation program at Tsinghua University,
Beijing, China, the Industrial Design program at
Philadelphia University, USA, the International Foundation
course students at the China Academy of Fine Arts (CAFA
IFC), Beijing, China, the design programs at the
Guangzhou Institute of Technology, Guangzhou, China,
the Sorrell Foundation National Art & Design Saturday
Club, UK, and the Industrial Design program at Jiangnan
University Wuxi, China.
Thanks also to the Guangzhou Valuda Group Co. Ltd,
the Guangzhou Low Carbon Industries Association, and
the British Council China who continually support
grassroots design and low carbon practices.
Special thanks to Kate Duffy, Georgia Kennedy, and
Felicity Cummins who provided the necessary and
valuable support at Fairchild Books (UK) c/o Bloomsbury
Publishing, London, UK.
Fairchild Books
An imprint of Bloomsbury Publishing Plc
Imprint previously known as AVA Publishing
50 Bedford Square 1385 Broadway

London New York
WC1B 3DP NY 10018
UK USA
www.bloomsbury.com
This electronic edition published in 2016 by Bloomsbury Publishing

Plc
FAIRCHILD BOOKS, BLOOMSBURY and the Diana logo are

trademarks of Bloomsbury Publishing Plc
First published by AVA Publishing SA, 2009
This 2nd edition is published by Fairchild Books, an imprint of

Bloomsbury Publishing Plc
Copyright © Bloomsbury Publishing Plc, 2016
David Bramston and YeLi have asserted their rights under the
Copyright, Designs and Patents Act, 1988, to be identified as Authors
of this work.
All rights reserved

You may not copy, distribute, transmit, reproduce or otherwise make
available this publication (or any part of it) in any form, or by any
means (including without limitation electronic, digital, optical,
mechanical, photocopying, printing, recording or otherwise), without
the prior written permission of the publisher. Any person who does
any unauthorised act in relation to this publication may be liable to
criminal prosecution and civil claims for damages.
No responsibility for loss caused to any individual or organization

acting on or refraining from action as a result of the material in this
publication can be accepted by Bloomsbury or the author.
British Library Cataloguing-in-Publication Data A catalogue record

for this book is available from the British Library.
ISBN: 978-1-4725-8196-9 (PB)

ISBN: 978-1-3500-3390-0 (eBook)
ISBN: 978-1-4725-8197-6 (ePDF)
Library of Congress Cataloging-in-Publication Data

Names: Bramston, Dave, author.
Title: Idea searching for design : how to research and develop design
concepts / by David Bramston and YeLi.
Description: Second edition. | New York : Fairchild Books, 2016. |
Series: Basics product design | Includes bibliographical references
and index.
Identifiers: LCCN 2015044116| ISBN 9781472581969 (paperback) | ISBN
9781472581976 (epdf)
Subjects: LCSH: Product design. | Creative thinking. | BISAC: DESIGN /
Product. | TECHNOLOGY & ENGINEERING / Industrial Design /
Product.
Classification: LCC TS171 .B695 2016 | DDC 658.5/752—dc23 LC record
available at http://lccn.loc.gov/2015044116
Series: Basics Product Design
To find out more about our authors and their books please visit
www.bloomsbury.com where you will find extracts, author interviews
and details of forthcoming events, and to be the first to hear about
latest releases and special offers, sign up for our newsletters.

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0.

Experiences that are encountered repeatedly create a

1. Gi (cord lamp) > right decision

“You can’t experience the experience until you experience it.”

The juxtaposition of traditional and contemporary

Understanding or identifying a problem usually requires

Creative journals and blogs provide a valuable source of

Formulating a scrapbook is in many ways a personal and

Simple, communicative marks created by artist-designer

Design is undoubtedly about thinking and understanding

It is important to have a thorough understanding of a

“Imagination is more important than knowledge. Knowledge is

Mental baggage and the stagnation of original thought

1. Change the problem statement

2. Get off the internet

3. Move around—to the coffee bar, to the park bench, or

4. Create order in your environment

6. Ignore the problem

8. Zoom out and then back in

Mental baggage and narratives are purposefully

Anecdotal stories from previous experiences and

The formation of stories and the retelling of personal

Observing alternative uses for everyday items can

The different and unusual ways that existing products are

The HAT lamp by Mars Hwasung Yoo or the Chinese

The terminology used to instigate design thinking can

The cross-stitch and the cross-fader both bring two

Adjusting the terminology of a problem can create

An analogous object is an object than can assist in the

The search for an analogous reference is simple if

An idea can arrive, unannounced, at any time, but it can

Brainstorming sessions condemned to a space devoid

“It seems a very dangerous idea. It is – all great ideas are

Designers at IDEO tackle projects through sharing

Many of the world’s leading design studios continually

“Brainstorming in a group is a great way to change the direction

The facilitator of a brainstorming session needs to

Recognizing the solutions that individuals create in

Producing a “dirty” or “junk” model is an effective

“IDEO think of prototyping in three main phases: inspire, evolve,

Dutch designer Tejo Remy created the three-part series

“Design is for me observing the world, analyzing meanings of

“The pursuit of the homemade paradise. Like Robinson Crusoe

Tejo Remy’s Chest of Drawers (1991) is one of the most

The 100 Chairs in 100 Days project by sculptor-designer

“The project (100 chairs in 100 days) suggests a new way to

Italian composer, musician, designer, and sound

As the creator of the unique Custom Built Orchestra, the

Why do something ordinary when an astonishing and

The White Billion Chairs project by designer Tina Roeder

“What’s the monobloc chair worth? Can you add substance to an

Artist Cat Chow created Studio Recordings (2006), a

“Texture of erratic nature stands in strong contradiction to the

A manipulation of perception is evidenced in the work

Inspiration is everywhere, especially if objects are

“I get inspiration about my design research and projects by

“A chair made with polyurethane film, a transparent film

Although many products are mass-produced, it is often

Ceremony can be defined as a distinct procedure, a