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訪談設(shè)計師：Frédéric Gooris

引言：

因為愛情，即使路上有再多波瀾，一切也都會是幸福的模樣；

因為愛情，即使有再多險阻，有你的陪伴，我們依然還是年輕時的模樣；

因為愛情，在那個地方，有了我們的設(shè)計，有了我們的家園，也許這就是愛情最好的模樣……

簡介：

Frédéric Gooris，一位具有創(chuàng)造性思維同時富有創(chuàng)業(yè)精神的比利時工業(yè)設(shè)計師，2004年，在米蘭創(chuàng)辦了Studio Gooris設(shè)計公司，2010年，在金融危機期間冒險遷司香港，這大膽的舉動或是受他冒險與創(chuàng)業(yè)精神所驅(qū)使，但更多的，也許是因為擁有那一股愛情的力量，因為他身后站著的那一位陪伴著他走過風(fēng)風(fēng)雨雨的香港女孩——他一生中的愛人……

Bamboo - Baby Bouncer

因為愛情，即使路上有再多波瀾，一切也都會是幸福的模樣——

Narkii:

在金融危機時期，您為什么會選擇香港作為您公司新的駐扎地？

In the midst of the financial crisis,why did you choose Hong Kong rather than other cities as your company’s settlement?

Frédéric Gooris：

我是因為愛而作出的選擇！ 1999年，我在多莫斯設(shè)計學(xué)院遇見了一位美麗的香港女孩paulina，她后來成為了我的商業(yè)和生活伴侶。 2008年我們住在意大利，那時金融危機爆發(fā)，我們被要求加入Paulina父親的家族生意。 作為兩個在意大利生活的外國人，生活變得孤獨且艱難，而在香港，我們至少會有一個家庭和一個家族網(wǎng)可以依靠，所以我們決定邁出這跳躍性的一步并開始做準備，比如尋找一個家、一個可以讓孩子上學(xué)的學(xué)校等。就在2010年圣誕節(jié)前夕，我們離開了意大利去往香港。由于米蘭是全球設(shè)計之都，而中國當時因廉價冒牌貨盛行而聲名狼藉，遷移公司無疑是一個危險的舉動。

I did it for love! At the Domus Academy in 1999, I met this beautiful Hong Kong girl paulina, who became my partner in business and life. In 2008, we were living in Italy when the financial crisis kicked in. We were asked to join Paulina’s father’s family business. As two foreigners in Italy, life became a lonely uphill struggle. At least in Hong Kong we would have a family and a network to fall back on, so we decided to take the jump and started preparations like finding a home, a school for the kids, etc. And just before Christmas 2010, we left Italy for Hong Kong. With Milan as one of the global capitals of design and China notorious for cheap knock-offs, it was a risky move for the company.

Kompas - Eyewear

Narkii:

在您遷移公司之前，您對中國市場的印象是什么呢？

Before you moved your company to China, what was your impression of the Chinese market?

Frédéric Gooris：

自2004年以來，我在米蘭就一直有跟中國企業(yè)合作。事實上，當時中國企業(yè)只是剛步入“設(shè)計”，因為那僅僅是公司所有者的個人利益。 盡管雙方都有最好的意圖，但也不是件容易的事：在溝通翻譯時有些東西往往會丟失，這對縮小雙方的距離沒有什么幫助。這些長期的合作并不是很成功。

I had been working with Chinese companies from Milan since 2004. Truth is that back then, Chinese companies were only getting into “design” because it was a personal interest of the owner. Despite best intentions from both sides, it was not easy: things got lost in translation and the distance was not helping. These long distance collaborations were not very successful.

Savon Du Chef - Stainless Steel Soap

Narkii:

就您在香港發(fā)展這段期間來看，您認為，與全球設(shè)計之都米蘭相比，香港有什么不同之處，它所在的優(yōu)勢是什么？

During your development in Hong Kong, what’s the differences do you think between Hong Kong and Milan---one of the global capitals of design? And what’s the advantages of this city?

Frédéric Gooris：

米蘭確確實實是全球設(shè)計之都，但它也是一個象牙塔，一個設(shè)計師為其他設(shè)計師設(shè)計酷炫產(chǎn)品的地方。為了真正做到與眾不同，我們需要離開我們的舒適圈，直接與中國，即世界工廠接觸。如今，許多中國企業(yè)已經(jīng)成熟并意識到要有創(chuàng)造價值的戰(zhàn)略需求。在這個新接觸設(shè)計但充滿潛力的工廠背景下，我們幫助那些有大膽想法的人并希望通過設(shè)計讓世界變得更美好。

Milan is indeed a global capital of the world of design, but it is also an ivory tower, a place where designers make cool design for other designers. To truly make a difference, we needed to leave our comfort zone and engage directly with China, aka the factory of the world. Nowadays, many Chinese companies are mature and recognize the strategic need to create value. In this context of factories new to design, but bursting with potential, we help people who have big ideas and want to make the world a better place through design.

Minou - Bag Hook

因為愛情，即使有再多險阻，有你的陪伴，我們依然不會有滄桑——

Narkii:

從2010年至今您公司在中國發(fā)展了共8年的時間，您認為您的設(shè)計在中國得到了怎樣的發(fā)展？

Your company has been developing in China for 8 years since 2010, how do you think your design has evolved?

Frédéric Gooris：

設(shè)計師總是會受他周圍環(huán)境所影響，而中國一直在訊速變化著。我們的設(shè)計方法也在隨之適應(yīng)和改變。中國過去主要因仿制品和品質(zhì)低劣而聞名，但今天對于要提升制造業(yè)而言就變成是一件非常嚴肅的事情，主要的焦點也已從“數(shù)量”迅速轉(zhuǎn)向“價值”，以最終創(chuàng)造成功品牌。 設(shè)計現(xiàn)在被視為可生存的戰(zhàn)略資產(chǎn)。舉一個例子，Pop-Up Booster和Escape Smart Luggage是分別為香港新創(chuàng)公司Bombol和Rollogo而設(shè)計生產(chǎn)的。在推出后不久，一些成熟的全球品牌邀請兩家公司尋求潛在的合作機會。盡管大多數(shù)中國工廠都是設(shè)計新手，但它們展現(xiàn)出了巨大的潛力。從現(xiàn)在開始，我們希望幫助這些公司創(chuàng)造真正有意義的產(chǎn)品和品牌。

A designer is always influenced by his surroundings, and China has been changing rapidly. Our design approach has followed suit. China used to be mostly known for copies and poor quality, but today it is dead serious about upgrading its manufacturing industry. The focus is rapidly shifting from “volume” to “value” to ultimately create brands. With success! Design is now viewed as a strategic asset to survive. To give an example, the Pop-Up Booster and Escape Smart Luggage were created for Hong Kong start-ups Bombol and Rollogo respectively. Shortly after the launches, established global brands invited both companies to explore potential collaboration. Despite most Chinese factories being new to design, they show huge potential. From here on forward, we want to help these companies create truly meaningful products & brands.  

Escape - Smart Luggage   2018紅點獎  A' Design Award

Narkii:

依您多年的設(shè)計經(jīng)驗，請您談?wù)勀鷮υO(shè)計的理解。

According to your designing experiments for so many years, could you please tell us something about your understanding toward design?

Frédéric Gooris：

我們傾向于認為世界不會改變，進化就會停止。事實是，我們只是在一個已經(jīng)持續(xù)了數(shù)百萬年進化當中邁出過的一小步。優(yōu)秀的設(shè)計可以滿足我們不斷變化著的需求，使我們能夠邁出下一步。簡而言之，好的設(shè)計能夠使我們發(fā)展成為一個社會。作為設(shè)計師，我們必須保持饑渴與好奇，特別是當成功來敲門時。

We tend to think that the world will not change, that evolution stops with us. Truth is that we are just an infinitely tiny step in an evolution that has been going on for millions of years. Good design provides answers to our ever-changing needs, enabling us to take the next step. Put very simply, good design enables us to evolve as a society. As designers we must stay hungry and curious, especially when success knocks on your door.

Pop-Up - Booster   2018iF獎  2018紅點獎

Narkii:

我們知道您除了是一個設(shè)計師，還是一個賦有創(chuàng)造性思維與創(chuàng)造精神的企業(yè)家，那么您是如何定位自己的呢？您認為您現(xiàn)在在設(shè)計行業(yè)內(nèi)是個成功人士嗎？

We know that besides being a designer, you are also a driven entrepreneur with creative mind, and how do you position yourself? Do you think you are a successful man in the area of design now?

Frédéric Gooris：

我的一個強烈的愿望是我不僅要設(shè)計東西，還要讓它們成為現(xiàn)實！幾乎所有想要做自己事情的設(shè)計師都免不了會在做生意的現(xiàn)實當中幡然醒悟。這是一個割喉的競技場，我已經(jīng)從中得到了我的公平份額！但是現(xiàn)在我住在香港，一個有著許多成功企業(yè)家（我的意思是非常成功！）的地方，但因為我每天都在不斷學(xué)習(xí)，所以會更容易得到。

STUDIO GOORIS Office

有一個神話是把名利、設(shè)計、金錢這三巨頭當成是最終目標。事實是，如果你想要名利和金錢，那設(shè)計可能就是你最后一個應(yīng)該入手選擇的。但我確實認為自己是成功的，因為我早上可以穿上我的牛仔褲和T恤，然后去工作室做我喜歡做的事情。盡管要花費的時間很長，但我仍然有充足的時間陪伴我的家人。

I have a burning desire in me not just to design things, but to make them happen! Almost every designer that wants to do his or her own thing is in for a rude awakening when the reality of doing business kicks in. It’s a cut throat arena. I’ve had my fair share of that! But now that I live in Hong Kong, a place filled with successful entrepreneurs (I mean really successful!) it’s a bit easier as I keep learning from them every day.

There is this myth of the triumvirate fame-design-money as the ultimate goal. Truth is if you want fame and money, design is probably one of the last places where you should start. But I do consider myself successful in the sense that I can just put on my jeans and t-shirt in the morning and go to the studio to do what I love to do. Despite the long hours I still have plenty of time for my family.

AlessiLux - UFO 

Narkii:

請您為我們解釋一下“我們不重新設(shè)計，我們是在重塑”這句話。

Could you please explain the meaning of “we don’t re-design, we reinvent”?

Frédéric Gooris：

我們的工作范圍涉及到多個行業(yè)領(lǐng)域，從消費品、時尚配飾、化妝品、照明、音響、旅游和體育用品，到個人護理，航空和嬰兒產(chǎn)品。我們的客戶從成熟的全球品牌到有膽識的新創(chuàng)企業(yè)，包括Alessi，中國南方航空，Seiko，澳洲航空，Bombol和Rollogo，這個范圍非常廣泛，同時也是一個非常有意識性的選擇，因為它對創(chuàng)新起到了有如異花授粉的幫助作用：我們在一個領(lǐng)域中學(xué)到的東西我們將應(yīng)用到另一個領(lǐng)域。專業(yè)的設(shè)計師傾向于將小進步視為是在他們領(lǐng)域里的一項重大成就，也許是的。但事實是，用戶通常不會注意到這些微小的變化，這就是為什么我們從消費者的角度出發(fā)，夢想創(chuàng)造出理想的新產(chǎn)品。我們一旦闡明了我們的愿景，我們將其細分到每個步驟，然后再掃除每個障礙，這也要歸功于我們當時廣泛的跨行業(yè)經(jīng)驗，直到我們實現(xiàn)了我們的愿景。

現(xiàn)在，中國就是要成為這樣一種地方，對發(fā)明下一個全新事物有很大的渴望，因此企業(yè)將設(shè)計師視為創(chuàng)新的催化劑，而不是營銷工具。

Our works span a wide range of industries from consumer products, fashion accessories, cosmetics, lighting, audio, travel & sports goods, personal care, aviation and baby products. Our clients vary from established global brands to daring start-ups alike, including Alessi, China Southern Airlines, Seiko, Qantas, Bombol and Rollogo. This very broad range is a very conscious choice as it favors cross-pollination which is crucial to innovation: what we learn in one field we apply in another. Designers that are specialized tend to see a small improvement as a major achievement in their field, and maybe it is. But the truth is that the customer often doesn’t notice these small changes. That is why we start from the point of view of the consumer and dream up the ideal new product. Once we have articulated our vision, we break it down into steps and then we’ll break down each of the barriers along the way thanks to our broad cross-industry experience, one at the time, until we realize our vision.

Right now, China is the place to be. There is a lot of hunger to invent the next new thing, so companies see designers as the catalysts for innovation, rather than marketing tools.

AlessiLux - Ricordo

Narkii:

在您公司三大核心優(yōu)勢之一“講故事”中，您有提到你們?yōu)槊總€產(chǎn)品構(gòu)建了一個強大的故事，您的意思是您的每一件設(shè)計產(chǎn)品背后都有一個特殊的故事嗎？

You mentioned that “We build a strong story into every product.” in one of the core strengths---storytelling, do you mean that every product you design has a special story behind it?

Frédéric Gooris：

確實是這樣的。許多人將設(shè)計與造型款式混為一談。造型款式意味著你必須讓事物變得美麗才能成功銷售，這是錯誤的。許多產(chǎn)品都失敗了是因為它們沒有一個可以吸引目標受眾清晰而引人注目的故事。故事是為了讓用戶感受到產(chǎn)品是專為他們設(shè)計的，盡管這些產(chǎn)品是大規(guī)模生產(chǎn)的。而且，故事越普遍，潛在的用戶數(shù)量就越大，賦有邏輯性的結(jié)果就是，該產(chǎn)品的商業(yè)成功率將越高。造型款式則是這個過程的最后一部分，它利用正確的視覺和觸覺語言讓產(chǎn)品向用戶講述這個故事。

Absolutely yes. Many people confuse Design with Styling. Styling means you must make things beautiful to sell them successfully. This is incorrect. So many products fail because they don’t have a clear and compelling story that engages their target audience. The story is what makes customers feel that that a product has been designed just for them, despite being mass-produced. And the more universal the story is, the larger the pool of potential customers will be, and as a logical result, the more commercially successful the product will be. Styling is the last part of the process which is using the correct visual and tactile language to let the product tell the story to its customer.

L'orologio - Watch

Narkii:

您是如何看待“商業(yè)化設(shè)計”的？您希望您的設(shè)計與您的公司能夠為人們帶來什么？

How do you respond to “commercial production design”? What things do you hope your design and your company can bring to people?

Frédéric Gooris：

最讓我感興趣的產(chǎn)品就是我們每天都使用的產(chǎn)品。如果我們可以重新發(fā)明它們并且為使用它們的用戶多增加一點快樂，那么大量用戶所獲得的快樂累積起來就是無窮的，而你也會相應(yīng)地獲得許多其他的快樂。努力讓這個世界變得更加美好，這就是我每天早上起床的意義所在。

The products that interest me most are the ones we all use every day. If we can re-invent them and they add just a tiny bit more happiness to the people that use them, then multiply that little bit of happiness by the large audience and you get a lot of combined happiness. Trying to make the world a better place for all, that is what I get up for in the morning.

Narkii:

請簡要評價一下您的團隊并說一下您對您公司將來的期望。

Please give a brief evaluation of your team and tell us your expectations for the future of your company.

Virgula Divina - Bottle Opener

Frédéric Gooris：

當一個像香港這樣的地方給你這么多機會時，那重要的就是要懂得回饋。香港的設(shè)計工作室數(shù)量少，使得許多年輕設(shè)計師不能得到培訓(xùn)機會。因此，我們聘請有求知欲的本地人才，邀請渴望學(xué)習(xí)的國際實習(xí)生加入我們，共同創(chuàng)造一個真正充滿活力的國際團隊，為每個人的個人和職業(yè)發(fā)展做出貢獻。

我們正往創(chuàng)業(yè)方向大步前進，你也可以稱它為“商業(yè)設(shè)計”。我們通過設(shè)計假想或理想的產(chǎn)品來對待市場中的機遇，并與該領(lǐng)域的專家一起探討是否有更好的商業(yè)模式。這會預(yù)先增添許多工作量，但它為我們提供了非常明確的目標和指導(dǎo)方針用于創(chuàng)造顛覆性產(chǎn)品，而不僅僅是看該如何簡單地改進現(xiàn)有產(chǎn)品或使其看起來更好。

我們公司Bombol是這類中的第一個項目，而且下一個品牌已經(jīng)在籌備中。這非常令人興奮，因為它讓我們脫離了設(shè)計師的舒適圈，為我們的團隊帶來了豐富的經(jīng)驗，而它對于日常設(shè)計咨詢工作也非常有價值。

When a place like Hong Kong gives you so much opportunity, it is important to give back. The low amount of design studios in Hong Kong deprives many young designers of training opportunities. Therefore, we hire curious, local talent. Adding hungry international interns in the mix creates a truly dynamic international team that contributes to everybody’s personal and professional growth.

We are moving more into the entrepreneurial direction, “Business Design” if that is how you can call it. We look at opportunities in the market by dreaming up hypothetical ideal products and figure out if there are better business models together with experts in the field. It is more work up front, but it gives us very clear goals and guidelines for the creation of disruptive products, rather than looking how to simply improve existing products or make them look better.

Our company Bombol is the first project of its kind, and the next brand is already in the pipeline. It is very exciting because it pulls us out of our designer comfort zone and it enriches our team with so much experience that is very valuable for the daily design consultancy jobs as well.

AlessiLux - LED Bulbs

因為愛情，在那個地方，有我們的家園，也許這就是愛情最好的模樣……

Narkii:

您喜歡香港這座城市嗎？

Do you like Hong Kong?

Frédéric Gooris：

我不喜歡它，我愛它！香港確實是個與眾不同的地方。一個處于世界工廠門口的大動態(tài)國際大都市，但卻坐落于有森林、海灘和大海的亞熱帶自然環(huán)境中。在這個世界上你還能找到其他這種具有獨特組合的地方嗎！？

I don’t like it, I love it! Hong Kong is a truly unique place. A hyper dynamic cosmopolis settled at the doorstep of the factory of the world, yet nested in a subtropical natural environment with forest, beaches and sea. Where else in the world do you find this unique combination!?

Narkii:

放眼未來，您認為中國設(shè)計市場的發(fā)展前景如何？您會選擇一直留在香港嗎？

With an eye toward the future, how do you look at the development prospect of the Chinese designing market? Will you choose stay in Hong Kong all the time?

SKY - Adult Toys

Frédéric Gooris：

（中國市場）對設(shè)計的真正興趣才剛開始綻放，它還處于起步階段，在普通大眾理解到好的設(shè)計能給日常生活帶來利益之前，它還需要一段時間。但行業(yè)領(lǐng)導(dǎo)者已經(jīng)看到設(shè)計可以為他們的業(yè)務(wù)帶來附加值，而剩下的那些人雖然行進緩慢但肯定也會效仿。

這意味著年輕設(shè)計師將不得不開辟道路并創(chuàng)造自己的空間。這與西方世界不同，在西方世界，設(shè)計已經(jīng)取得了一定地位，那里的設(shè)計師們不必為要在經(jīng)濟體系中占有一席之地而戰(zhàn)。 但是，盡管前方充滿挑戰(zhàn)，我依然看到中國設(shè)計行業(yè)的未來之路充滿著光明。現(xiàn)在世界上沒有比香港、中國更具有設(shè)計潛力的地方了。

是的，我會一直留在香港。這里現(xiàn)在已經(jīng)成了一個真正的家。

The genuine interest in design is just starting to bloom. It’s in its infancy. And it will take quite some time before the general public will grasp the benefits of good design on everyday life. But the industry leaders are seeing the added value design can bring to their businesses, and the rest is slowly but certainly following suit.

This means that young designers will have to blaze the trails and create their own space, unlike in the Western world where design has its acquired place. Designers there don’t have to fight for their place in the economic system. But despite the battle ahead, I see the future for the design industry very bright in China. There is no place with more potential for design right now in the world than here in Hong Kong and China.

Yes I will stay in Hong Kong. This is truly home now.

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