Daniel To and Emma Aiston (AKA Daniel+Emma) are the Adelaide based design duo who have gained notoriety in the global design community for their product collections Shapes and Solids. In this interview they share their design philosophy, talk about where they believe Australian design is headed and more. Enjoy and don’t forget to take the time to leave a comment or two sharing your thoughts on their interview.
Highlights
- “We see no need in creating big bold statements, instead we would rather design things that are more humble and undemanding…”
- “…as designers we should be having fun and reflect this sentiment in each piece we make.”
- “Exhibiting…not only allows you to see the big companies but also meet with other young designers that you can speak to and gain information from.”
1. Daniel and Emma, Welcome to Design Droplets. Thank you for taking the time to talk with me, could you please give me a quick introduction on yourselves.
We (Daniel To and Emma Aiston) met whilst studying Industrial Design at the University of South Australia. After both graduating in 2007, we spent almost 2 years gaining experience with various design studios in London (Thorsten Van Elten, Committee, Marc Newson, Philips Design). After launching our first series together ‘Shapes’ at 100% Design London last year, and then taking the same collection to show during Tokyo Design Week at 100% Design, we returned back home to Adelaide, Australia. ‘Solids’, our most recent collection was launched during London Design week this year. This collection was also shortlisted for the Bombay sapphire Design Discovery awards where we came runner up.
2. You have both worked for internationally acclaimed design houses including Marc Newson & Phillips Design, how have your experiences working for big name design houses informed your current design practice?
Where ever we have worked we gain experiences both positive and negative. Each experience has taught us different skills, some on business structure, some on how to work together as a team and some on what not to be.
Solids
3. Can you tell me about the typical process you go through to create products?
Some ideas take months and others seconds. One thing that remains constant is that we work together. It might be one of us that has an idea first but we build on this collaboratively and nurture the design until it is something we are both happy with.
4. Can you elaborate on your design philosophy of ‘just nice’ ?
This is something that every design is entitled to. We see no need in creating big bold statements, instead we would rather design things that are more humble and undemanding, things that are lovely to look at and hold, that make you smile, something that you just have not because you need it but because you want it.
Stationary Container
6. You have recently returned from 100% Design London 2009, where you launched Solids, can you tell me a bit about Solids and about your experiences at 100% Design London?
Solids is a collection of desk objects based on basic 3D shapes, which was a natural progression from our first collection, Shapes, which was based on 2D graphical forms. For us this years 100% Design was better than the previous even though it was smaller, the atmosphere was more intimate and we felt as though the whole show flowed more freely. We exhibited in the 100% Futures section that promotes emerging designers and gained many valuable contacts that we would not have made if we just showed in Australia.
6. Why do you believe designers should be taking their wares to design shows/fairs like 100% Design?
While in university we only saw what was happening in other parts of the design world through the internet and magazines. By going overseas it has given us several opportunities to really see what the design world was like beyond the glossy paper. Exhibiting at 100% Design not only allows you to see the big companies but also meet with other young designers that you can speak to and gain information from. On the other end of the scale, when you exhibit in a big hall like 100% you get to be exposed to the main design magazines and buyers from all over the world.
Rubberband Ball
7. What has been the biggest challenge creating, promoting and selling your collections Shapes and Solids?
Having no idea what to do! We are currently dealing with many aspects to being independent designers that we didn’t think we would have to tackle for a little while yet! For instance at the moment we are grappling with the idea of manufacturing ‘Solids’…and then all of the promotion and sales that will go along with it. Neither of us are particularly good at being a salesman or woman so it is all a bit out of our comfort zone.
Clock
8. What is the key skill you believe Australian designers need to focus on developing?
Original work.
Dinner Set
9. Can you share your thoughts on the current state of design in Australia?
We believe Australia is beginning to establish itself as a nation interested in design and hopefully in the next decade we can see it grow. For us to be involved in the building of a proper design community in this country is very exciting. We are very passionate about staying in Australia, especially Adelaide and working from a place that we love doing what we love!
Fan
10. Daniel and Emma, thanks for taking the time to talk with me. Do you have any final thoughts or advice for Design Droplets readers?
I think for us we try not to take things too seriously! We are adamant that as designers we should be having fun and reflect this sentiment in each piece we make. For us we try not to place too many expectations on the work we do, and just go along for the ride…….which at the moment is a bit like being on a rollercoaster! Our advice would be to enjoy the little things in life, and take time out to smell the roses!
Radio
