Hasta La Ideas

This year’s Cooper-Hewitt National Design Award for corporate and institutional achievement was given to furniture design company, Knoll. The award is a timely vindication for the design-focused company, which continued to invest in design even as the economy tanked (Knoll stock price in the first quarter of 2009 sank to just over $5; shares are now over $20.)

Andrew Cogan, left, has been CEO of the East Greenville, Pennsylvania-based company since 2001. I talked with him about the company’s ongoing commitment to innovation, and he described how Knoll has learned to evolve and adapt along with the market even as it continues to emphasize the importance of design to the bottom line (“Workspaces,” top, are a new introduction designed by famed New York-based company, Antenna.) An edited transcript of our conversation follows.

Helen Walters: Can you describe the research process at Knoll?

Andrew Cogan: Florence Knoll started the Knoll Planning Unit in 1946. She was well-known for trying to understand the problem clients were trying to solve for, particularly as they were moving into the modern workplace. She spent time studying what was going on in an office, how people interface with each other and equipment and tools. And we continue to do that to this day. We’re very client-driven. We engage with a range of individual clients, looking at all the problems they’re solving and we think about how furniture can play a role in that. We also do research on a broader level, so we think about a topic such as office seating and spend hundreds of hours filming people in office chairs to see how they sit and move, and that gives insight into designing products. Then we also do third party trend research looking at trends in the workplace. We bring all those insights together into our product design process.

Can you give an example of a client-based project?

We recently did a major program with eBay. They were trying to go to a more collaborative environment, with a lower height horizon, so we looked at how our products could facilitate that. It evolved into a very particular solution of a collection of products that met their needs, both in how they’re working today and how they want to work down the road.

What does “lower height horizon” mean, and what are some of the other office space trends you’re watching right now?

The lowering of the horizon is driven by social issues, of people wanting to collaborate and see what’s going on more. It’s also driven by environmental issues. LEED certification calls for more natural light to reach the core of a space and high panels interfere with the penetration of light, so we go lower. That trend is coupled with miniaturization and the mobility of tech. People are spending more time online and doing email and less time on the telephone, so you can create a smaller, more efficient environment. People don’t want to feel like they’re at some big dining table getting work done, so within a space you have different levels of privacy, adjustability and enclosure.

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