AMERICAN STANDARD
LEGENDARY INTERVIEW
Design Legends ("DL") had the distinct honour to interview legendary designer American Standard ("AS") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.
DL: Could you please tell us a bit about your design background and education?
AS : I grew up sailing and was drawing up sailboats since my early years, and I loved taking things apart and creating new ones. When I discovered the field of industrial design, I had no choice but to embrace this career. I got my design degree at Ecole Superieure de Design Industriel in Paris, and after a short year working there, moved to New York where I have spent the last 23 years.
DL: What should young designers do to become a design legend like you?
AS : It's important for young designers to remember that design is about empathy, not ego.
DL: What makes a good design a really good design, how do you evaluate good design?
AS : I have to quote Henry Dreyfuss who once said: “If people are mader safer, more comfortable, more eager to purchase, more efficient, or just happier, the designer has succeeded.”
DL: What is your secret recipe of success in design, what is your secret ingredient?
AS : Research, observe, investigate, ideate… then test and test and test. It is all about empathy, trying new ideas and being humble – not being afraid to be wrong.
DL: How do you define design, what is design for you?
AS : An investigative journey; a chance to better people’s lives.
DL: How does design help create a better society?
AS : Being at the front end of the development process, we have a responsibility towards the environment as our design decisions always have an impact down the road that we should be aware off.
DL: Which design projects gave you the most satisfaction, why?
AS : Products that challenge the status quo.
DL: Where do you think the design field is headed next?
AS : The design field is constantly evolving – the tools, the nature of the projects, the connections between fields of expertise, etc. But the process remain the same at its core.
DL: How long does it take you to finalize a design project?
AS : It takes anywhere from six to twenty-four months to finalize one of my designs.
DL: When you have a new design project, where do you start?
AS : Research, observe, investigate, ideate… then test and test and test. It is all about empathy, trying new ideas and being humble – not being afraid to be wrong.
DL: What is your life motto as a designer?
AS : User first.
DL: Who is your ideal design partner? Do you believe in co-design?
AS : I absolutely believe in co-design. I most enjoy working on design projects with my team. They are incredibly talented and have produced some great designs.
