Swiss - Designer | 1967 -
Our principal role as designers is to accelerate new ideas and the adoption of new ideas.
Yves Behar
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Sometimes you can find peace of mind by transferring yourself to different situations. They're just reminders to stay... calm.
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Everything has yet to be invented. I never say 'green' - I say 'greener.' It's greener simply because this is a continuum of change, improvement and discovery.
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My mantra is: 'Good design accelerates the adoption of new ideas.'
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Design is a tool that either allows us to create new markets or disrupt existing ones.
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I know it's a cliche, but I see myself as a citizen of the world. I was brought up in Switzerland by German and Turkish parents but I've very much grown up in San Francisco. I have a European sense of aesthetic, but I'm also deeply steeped in the notion of change and entrepreneurship that is associated with Silicon Valley.
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The notion of 'reduce and refine' is one I've pursued. I truly believe that by making things less complex, by finding innovative ways to make sustainability affordable, we can advance the notion that it is possible.
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Design certainly has a cosmetic, aesthetic aim. It always aims at making things beautiful. But relevance is just as important. I often say, 'If it isn't ethical, it can't be beautiful. But if it isn't beautiful, it probably shouldn't be at all.'
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I wanted to be a writer as a teen... so storytelling was my first love. In my late teens, design became an obsession as I realized that I could express myself through the medium. Much later, when I founded Fuseproject in 1999, our slogan became 'design brings stories to life.'
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I imagine a future with no waste; material innovations have already become exponentially more vast, and I do think the future needs to be cradle to cradle. If designed properly, one product could be used for many years before needing to be recycled, or its components reused.
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The biggest challenge is that when people look at low price point products, they essentially invest less money in development, innovation, and new technology. And in order to innovate at a lower price point, and make sustainability attainable to the masses, you have to invest more. But that's counterintuitive for a lot of businesses.
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I've been influenced by some of the greatest designers. Charles Eames. And Bruno Munari in the '50s in Italy - when they had to retool the industry of war into an industry to help society. In a way, I'm influenced by designers that were there at a radical time of change.
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