„At designimdorf you will find unique home accessories, furniture and gifts” – that’s the first paragraph on designimdorf‘s website. I noticed their creation at Ambiente, I liked how they create products using wood and after the fair I contacted them for an interview. Benjamin Wolffs answered all my questions regarding their brand, the products and their ideas for the future.
1. Since 1993 when designimdorf was created, how has your creative journey been? What’s the biggest challenge the brand had to face so far? And how has this journey been for you, Benjamin?
1993 my father started off with bowls. Being a turner, he was only able to do hand-crafted work – limited to one machine and therefore limited to certain range of products. Today we are able to combine several machines. Our possibilities are limitless in terms of creativity. Our biggest challenge today is the price. We create over 100 novelties a year of which only 20% will make it to actual production due to too expensive materials and/or design process. The journey for me could not have been more teaching. Ever since I took over the company, I learned incredibly much about the market, the economy but also a lot about myself. The world in which we are living in, turns faster day by day. I learned that it is on us to not let time run but rather enjoying the moments by the products we see every day.
2. On your website you say: „Without the family, designimdorf wouldn’t exist. And without friendship, we wouldn’t exist either”. During your journey with designimdorf, what was your proudest moment?
The fact that we stand together. My mum was there from the beginning – and still is today. All the staff come together for lunch. Sitting at one big table with the company, my sister, brother, and father makes me proud day by day.
3. We discovered your brand at Ambiente. How did you find the fair experience? And the most important question: how do you prepare for a fair?
Fairs always are something special. Especially a big fair like the Ambiente. I love the atmosphere of all the people being interested in the same branch. The level of conversation couldn’t be any higher. The preparation to me is like Christmas. We never have the same spot so we need to change our stand and concept every day. It’s one of those moments where you need to come up with an idea and look at the final result at the end that lets you smile.
4. How did the pandemic change the consumer appetite for designer products?
We were lucky that we were in a very good position. Our retail partners managed the situation phenomenal. High class products got a good boost during covid. People stopped buying cheap products and concentrated on more valuable gifts and accessories.
5. “Quality and sustainability are components that are very important to designimdorf”. What are the flagship products that designimdorf has?
The RAUCHHAUS smoking houses are one of the flagship products we have. The design is simple, clear and functional. No fancy things that cause a lot of waste.
6. Our public also comprises young creative designers, so what advice can you give to someone wanting to start a creative business?
Be patient. Often and a lot. But believe in your ideas. Always.
7. From your point of view, how should a house decorated with designimdorf look?
One family house. Very clear shaped. Wooden. Both face and back of the house completely made of glass, so that light can go through the house and will not be caught up but rather shining through it. Not more than two stories high. The first floor is kitchen, dining and living area, bedrooms are on second floor to the sides. The 1st and 2nd floor are broken through, so that all areas except bedrooms are open and connected to each other.
8. Do you think that traditional crafts still have a place in the contemporary digital era?
Absolutely. There is no black without white. Traditional crafts will always exist. I believe that the more we get soaked up into the digital world, the more we want to escape regain energy through analog products made of natural materials. It will, however, become a question of price.
9. What are you planning next?
At the moment we are building a new project where people will not only be able to consume sustainable products for their homes, but will also become a part of the whole process. We want to help our consumers to live a more sustainable life.
10. How do you see the “Future of work” with designimdorf design?
The future of the new designimdorf design process has already begun. Our designs are unique because we don’t look at the market at all. We don’t inspire ourselves by other products like most companies do. We get our inspiration by philosophies. Therefore, we will start a new journey in which we will dive into other cultures, looking at their way of thinking and try to develop that into ours. It will be a very interesting outcome.
Photos send by designimdorf
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