by Jacquie Ang

Interview with Yves Behar

TAXI >>Hello Yves. You have revived and redefined established brands such as Birkenstock. How can revitalization take place without compromising the core values consumers are so familiar with?

Yves Behar >> Design is more than the vehicle by which brands express themselves and connect with their customers. At its best, design is a reflection of the human eco-system. So first and foremost the refining or evolution of brands and design has to be done so that it is both relevant to the consumer and to the brands.

Interview with Scott Lehman

TAXI >> You have worked with countless products and brands across a wide range of industries, from healthcare to consumer electronics. How difficult is it to switch gears each time you start on a creative project?

Scott Lehman >> The starting point for every project is always to understand the motivations and needs of the people who will purchase and use our products. We have more than 450 design professionals in twelve studios around the world. Within Philips Design, each domain (industry) has a core creative team assigned to it whose mission is to be expert within the area. When starting new initiatives we are able to call upon a variety of experts across our global studios to lay the best foundation for any project within any domain and keep things on the edge and fresh. This brings to our projects a point of view that is both broad and deep that has a great track record of delivering compelling new value to our clients.

Interview with Alexander Von Vegesack

TAXI >> Commercialism is holding design hostage. What do you think of this statement?

Alexander Von Vegesack >> Without a commercial system good design could hardly exist ? good design needs brilliant ideas as well as professional fabrication and no one would invest a lot of money if these efforts were not worth it.

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JACQUIE ANG
Junior Assistant Editor of TAXI Design Network

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