CULT: In your view, what are the key principles that define good design, and how do they resonate with &Tradition's approach?
EVH: Design should provoke feelings, good or bad. If it leaves you indifferent, we’re not off to a good start.
At &Tradition, a significant part of our effort goes into storytelling. While you may have a visual preference for something or not, the key is to develop an appreciation for the design and understand its purpose. As a brand, we bear a big responsibility in telling these stories, revealing the designer behind the product and explaining the product's manufacturing process, so that people understand the universe that hides behind ‘what first meets the eye’.
Design enhances the beauty of everyday life, but it should also offer simplicity and ease of use for the user. The development of a product often takes a couple of years before it reaches the market, and that’s for good reason.
Good design also considers what happens at the end of a product's life cycle. It should be as straightforward as the product's use. Can it be reused, repaired, or recycled? All these aspects must be taken into consideration for a design to be considered 'good.'
At &Tradition, we address these questions during the design phase. If we cannot envision the product's durability, it won't progress to the development stage.