Welcome to the September edition of Behind the Brand, where KBB seeks to illuminate – somewhat! – the creative process from the perspective of top product designers in the kitchen and bath fields. Being able to look at everyday objects in a radically different way is the [un]common denominator of these talented individuals.
This month, we hear from:
Steve Bradley, co-founder, Bankston Architectural
Jeff Silverstein, CEO & creative director, California Faucets
Taewoo Kim, director of product design, LX Hausys America
As a product designer, my greatest responsibility is…
Bradley: Fostering an environment that serves as an incubator for design talent, challenging conventional perceptions of architectural hardware typology, and consistently providing products that are both considered and elevate the hardware category and make a positive contribution to the design landscape.
Silverstein: To bring something unique to market. We do this by doing everything a little bit differently than everyone else. We’re not afraid to challenge convention with designs that have the potential to move the industry forward. This could be an actual product design, the way we package it, or the way we bring the product to market via our creative marketing and advertising.
Creating a product that resonates has a lot to do with both its engineering and style. We ask ourselves if this design will appeal to the design community as well as end consumer. I usually have a pretty good sense what will fly, but sometimes I’m surprised that a product I thought was going to be a home run, flops. Other times I won’t have high expectations, but the design turns out to be a big hit.
Kim: To design with purpose. In my role as a designer, my foremost responsibility is to devise solutions that significantly enhance people’s lives, by transforming their abstract spatial concepts into tangible realities. Moreover, I focus on crafting designs that transcend fleeting trends and resonate with timeless appeal, ultimately striving to engage and captivate our customers consistently over time.
One of my creative touchstones is…
Bradley: I am deeply inspired by both the collaborators we work with and the process of creation. The creativity and passion of the talented individuals we surround ourselves with when producing our work also drive me to continually innovate and challenge myself and my team to create unique and exceptional designs.
Silverstein: Getting the proportions right. It’s a delicate balance because the proportions need to be both ergonomically correct and pleasing to the eye. The interplay of ergonomics and aesthetics lend to the beauty of the design. The consumer might not know why they are drawn to the product, but they are, so I’d say that’s our creative touchstone here at California Faucets.
Kim: For me, a triad of qualities forms the cornerstone of creativity: curiosity, the art of keen observation, and the capacity for thinking outside the box. My technical understanding of materials, including natural stone, quartz, and porcelain, empowers me to push boundaries and turn the seemingly impossible into reality. Additionally, drawing inspiration from a diversity of industries is crucial for expanding my creative vision.
An industry trend I’m watching is…
Bradley: At Bankston we don’t associate our work with trends as we endeavour to produce unique, unparalleled, timeless objects as opposed to reacting to the design trends of any given moment. That said, we are conscious of and fully support the growing emphasis on sustainable and purpose-driven design practices, where the focus is on creating beautiful, durable products with minimal social and environmental impact. To demonstrate this, we are actively working towards B-Corp accreditation in 2024.
Silverstein: I do keep an eye out for emerging trends. I look everywhere for them. Whether I’m hiking out in nature, traveling, or just visiting my local coffee shop, I’ll see something, and ask myself, would this work as a potential product?
Being in tune with what people want also inspires us to come out with new, cutting-edge styles that are unique to the industry such as our decorative drains that carved out a whole new category. As evidenced by other brands following us, we’ve become pretty good at setting trends, which can be frustrating on a competitive level, but on a creative level, there’s some satisfaction in it.
Kim: While trends are undeniably significant for designers, I choose to delve deeper into lifestyle patterns and broader megatrends, rather than transient fads. This approach enables me to discern overarching currents and forecast evolutions that are aligned with enduring values and practices.
Photo credit: California Faucets
The best part of my job is…
Bradley: Collaborating with a diverse group of talented creatives, exploring new ideas, and seeing those concepts come to life in the form of innovative architectural products that enhance everyday living.
Silverstein: Seeing a product through from the initial kernel of an idea, multiple iterations to get the design just right, and then finally seeing photos on Instagram of our products actually in use and enhancing a beautifully designed space.
Kim: There’s an unparalleled satisfaction I derive from witnessing my designs integrated into and actively enhancing customer environments. The arduous yet rewarding journey of product development – from initial concept to the complexities of each production stage – brings immense joy and is an experience distinct to those who navigate the creative realm.
Photo credit: LX Hausys
If I had a week off from the studio, I would…
Bradley: Be switched off and working on my tan in the Greek islands with my wife and kids.
Silverstein: If I had a lot more time, I’d go wine tasting around the world. But even a trip to Napa, where I’m going this weekend, will clear my head and creative canvas for some innovative, new product ideas.
Kim: Should I find myself with a week away from the studio, I’d embark on an impromptu solo adventure to uncharted territories, embracing the spontaneity and discovery that come from stepping into the unfamiliar.
