Dream to Reality

The story about RUBN

1997

Once upon a time…

designer Niclas Hoflin thought that if design were to have any function, such benefit should be clearly rooted in ecological innovation. He wasn’t fond of manufactured products that were unsafe, unnecessary, or functionally useless:

“As an architect, you design for the present, with an awareness of the past, for a future which is essentially unknown. […] Everything we design is a response to the specific climate and culture of a particular place.

In 2011, British architect Norman Foster agreed. Unlike his predecessors, Foster asserted that modern architecture could too be transformative.

However, graphic designer and architect Ivan Chermayeff advocated for human-centered design. He thought design was strictly meant to solve the problems of humans:

Design is directed toward human beings. To design is to solve human problems by identifying them and executing the best solution.

But designer Lindon Leader thought it was much simpler than that:

“I strive for two things in design: simplicity and clarity. Great design is born of those two things.”

As for American graphic designer Saul Bass? Simpler still:

Design is thinking made visual.

2000

Then he started sketching, Thinking is good. Yes. How? Well thinking leads to ideas which leads to goals which leads to productiviness which leads to stuff happening wiho here it is everything. I am a text, there you go. You are welcome. 

"This will be a quote" - Niclas Hoflin

2008

A Factory is Born

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Production & Devolping

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2008

Various Lamps