Hasta La Ideas

Over the last few weeks, I’ve been lucky enough to talk with ten of the most important names in industrial design—not designers themselves, but the people who make design careers by manufacturing, exhibiting and selling original work. I asked them each a handful of questions about how they discover new design and how emerging designers can turn heads and gain recognition. These influential curators, retailers and creative directors were quick to share their insights (and in some cases their personal e-mail addresses), telling us how to get a chair into production, a piece into MoMA’s collection (or its stores) and your name on the tip of Gwyneth Paltrow’s tongue.

As a coda to the series, I’ve sifted and sorted the choicest bits of wisdom into seven simple pieces of advice. While our interviews focused on how to make it as an independent product designer, many of the gatekeepers I spoke to have experience across disciplines. Their pointers should help any designer looking to pitch ideas, make industry connections and win big commissions. Take one, or take them all—and good luck!

1. Be an interesting human being
For the curators, retailers and creative directors I spoke to, the most sought-after product may be a compelling, well-rounded designer. Yes, they’re looking for good design. But just as importantly, they’re looking for someone with an interesting story, who will be doing good work over a long career. “Design is for people—and it’s from people,” says curator Odile Hainaut. “I think the designer has to be interesting as a person,” echoes Ambra Medda of L’ArcoBaleno. “I’m interested in them, not their thing,” says Herman Miller’s Gary Smith. So be that interesting, memorable person. Be curious, be adventurous, show you’re multi-dimensional, and have more to offer than just your portfolio.

2. Concentrate on relationships
Some of the people I interviewed love e-mail; others hate it. Some don’t mind being approached in person; others find that deeply annoying. Unfortunately, there’s no formula for reaching out to industry leaders. But you can’t go too far wrong as long as you focus on making personal connections first, before talking about a specific project or collaboration. It’s a small industry, and word-of-mouth often acts as a preliminary introduction to potential partners. Council’s Derek Chen summed this up best: “Everybody knows somebody who knows everyone, and there really aren’t that many degrees of separation.” Jerry Helling of Bernhardt Design adds that manufacturing a new product “is a very personal thing; you spend a lot of time with these people”—so getting to know each other first is crucial. And Matter’s Jamie Gray offers a good rule of thumb for all your cold calls and other self-introductions: “Just don’t be mean.”

Some of the work discussed in this series, with designs by (from left) Angell, Wyller & Aarseth; Francois Chambard; BIKE ID; and Claudia & Harry Washington

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