A group of recent graduates from Design Academy Eindhoven founded the Envisions Designlab in 2016; as a reaction to the lack of diversity, and disappointing similarity of finished products on display at Europes top design fair. This is their story.
“Envisions seeks to infiltrate existing production processes within the industry by stepping into the factories and reevaluating their methods.”
Envisions Designlab.
Featured image: Envisions x Stella Verdult. Milan design week 2019. Ronald Smits photography. Envisions Designlab.
Envisions products in process part 2. Dutch design week 2016. Envisions Designlab.
Let’s start at the beginning. Tell us what lead to the inception of Envisions?
Founded in 2016, a group of recent graduates from Design Academy Eindhoven visited Europe’s largest design fair in Milan, feeling rather discouraged than inspired. Confronted with the reality of the professional design realm, we felt an overabundance of similar, finished products; and a lack of diversity in sharing the approach. This is how and why behind a product reaching its final outcome.
Why was a designer’s process so important if it ought to be disguised once you step out of the Design Academy? And why shouldn’t the exposure of this, vastly personal, process be an important aspect of the the story you tell? We wanted to voice a counter reaction opposing the prevailing design culture shaped by star designers and their iconic designs. Uniting as a creative hive mind, we proposed an alternative in the realisation of Envisions, a collaborative approach shared through an open dialogue with the broader public and potential partners, which gives an insight into the multifaceted creative process of design.
“With a carefully curated team of multi disciplinary creatives who possessed a distinct array of talents, skills and fascinations, we generated a breeding ground for interaction and exchange.
With a carefully curated team of multi disciplinary creatives who possessed a distinct array of talents, skills and fascinations, we generated a breeding ground for interaction and exchange.
Envisions London design fair 2017. Wood in progress. Ronald Smits photography. Envisions Designlab.
How do you describe Envisions in the context of challenging people’s perspectives via your work?
Envisions seeks to infiltrate existing production processes within the industry by stepping into the factories and reevaluating their methods. Engaging with and working alongside the factory workers within their familiar territory. The spark of mutual inquisitiveness that is created between the need to exchange and share and learn one another’s specialised knowledge and skills, causes an unanimous shift in perspective. Most importantly the factory specialists awareness of the the value of their knowledge and their position within a production process increases – as they are inspired to join the thinking process. It adds value to their know-how.
What is the primary role of Envisions?
We see our primary role as giving an insight into the multifaceted creative process of design – by sharing and recording the direct results of a collaborative open dialogue with the public, we seek to utilise production facilities to show that you can still be surprised by a process if your focus isn’t on the end product, but instead on how you can offer new perspectives and innovations on materials and techniques within existing production processes.
How do you deal with the conceptual difficulty and uncertainty of creating new work?
By all the people we meet and have conversations with we sense urgent matters and once every five years we will work on a self initiated research around said matters. We will share this publicly, a broader audience and open up a dialogue and formulate communal questions. We never experience uncertainty as we believe in collaboration and sharing knowledge, with the assurance of a positive outcome.
Envisions Milan 2017. Ronald Smits photography. Envisions Designlab.
“We are inspired by the unexpected moments within a production process, and the system from which the industry has been built.”
What inspires you? Let’s talk about your frameworks, references and process.
We are inspired by the unexpected moments within a production process, and the system from which the industry has been built.
Tell us about the ‘spirit of collaboration’, vis a vis the work that you do. Tell us about your creative/curatorial policy. How does it all come together?
We don’t focus on individual aspects but rather on the overarching concept of team unity. When approaching new projects we work together to realise the diverse range of ingredients from exhibition design, material innovation, communication strategies and more. As an individual designer you only have your own skills and vision to follow. We are unique because we can inspire each other and combine individual skills to create ‘Gesamstkunstwerk’. In the same way the colour red looks different against a grey background than a yellow, our talents are strong when united, as we give each other context.
Envisions products in process part 1. Ronald Smits photography. Envisions Designlab.
How do you strike a balance between contradicting motivations: Commercial vs. Creative?
The contradiction between Commercial vs. Creative is a fight we are battling consistently. We aim to inspire commercial companies to look at their core processes, their essence. We present multiple new perspectives through reevaluation and rediscovery. To achieve this, we are aware that we need to develop a shared language.
Envisions capitalises on the duality between personal and professional. This contrast is one of our most important components. Each envisionaire has their own set of skills and qualities derived from fascinations evident throughout their personal career paths. Outside of the design lab, some of us have independent studios, some of us work for companies; some of us are continuing our studies, and when we come together as a group, we unite our diverse range of skills and qualities to create something unparalleled.
Envisions studio 2020. Ronald Smits photography. Envisions Designlab.
Which designers, artists, shows, performances or experiences have shaped your own creative process? Who are your maestros?
Envisions’ creative process is shaped by the system of mass consumer production. It is the industry as a whole which inspires us to do what we do. In particular, the weight of expectation that everything needs to be perfect and unequivocally identical. For example, if you design a red chair and that chair is to be mass produced, the initial shade of red used for the chair has to consistently be the exact same shade every time. If is isn’t the right red, the chair gets sent back. But why does everything need to be the same? Envisions is inspired by a clear calling for a fresh breath of life into design.
“The biggest professional risk would be starting Envisions directly after graduating from Design Academy Eindhoven.”
Envisions Designlab
Think of the biggest professional risk you’ve taken. What helped you take that risk?
The biggest professional risk would be starting Envisions directly after graduating from Design Academy Eindhoven. It was daunting at first. Deciding to take the step towards teaming up with each other and actually working alongside one another. Once we chose to pave our way, each step was a valuable new lesson and experience. Joining forces to motivate and inspire each others journey within the design industry has been more rewarding than following the predetermined career path. The one laid before us, involved going our separate ways to focus solely on our independent studios; and eventually having to ‘compete’ with one another for work and experiences.
Envisions wood in progress. Ronald Smits photography. Envisions Designlab.
What is the best piece of advice you’ve received? Any mentor who deserves a special mention for furthering your journey? What were your biggest learning and hiccups along the way?
One piece of advice which has resonated through out my experiences is: ‘Heb een lange adem’ (to take a long breath, be patient).
Tell us about the studio, what kind of place is it? Could you describe your usual work-day in the studio?
Based in Eindhoven, NL, Envisions HQ is the beating heart of the design lab. It is the kick off point for all that we do; from creating concepts, diving into research for new projects, forming and nurturing partnerships and collaborations, and sourcing exciting new opportunities for the envisionaires, as well as much, much more.
A usual work day with the studio team starts at 9am with a coffee and a short reflection to start the day. Each day in the studio is different, and naturally dependant on the projects we are working on at the time. We are lucky to be able to work on a consistently diverse range of projects!
Each quarter of the year we make sure to have Envisions meetings/seasonal meet ups with the whole group, to discuss and strengthen our vision, topical matters and the professionalisation of the design lab. We also have project based feedback moments during the week with the participating envisionaires.
We are hoping for and working towards a future with a studio space which all the envisionaires can make use of, where we can loan machines to enable unlimited experimentation.
Envisions wood in progress. Dutch design week 2018. Ronald Smits photography. Envisions Designlab.
How do you feel about commissions?
Commissions tend to underestimate the true value of a designers input into the development of a product, or project. The work of the designer is viewed as a separate entity. It is viewed as an add on, even though the end result is achieved through teamwork. The process involves an exchange of knowledge between the company and the designer. We believe that the designers’ input needs to be acknowledged and appreciated more.
How does your audience interact and react to the work you put out into the world?
Designers and industry alike are inspired to reevaluate their processes, and open them up towards the public.
Envisions x Stella Verdult. Milan design week 2019. Ronald Smits photography. Envisions Designlab.
What are you working on now? What’s coming next season?
Envisions Designlab is currently working on our new self initiated research > tech in process <, which looks at the role of technology within existing production processes in the makers industry. We consider it very important that a position is conquered for designers, which makes technology more user-friendly and, above all, more transparent for the consumer. We are investigating what it could mean for material development if an engineer and designer join hands to develop a common language and objective. You can expect to see an exciting next step in our > tech in process < journey during Dutch Design Week 2020. Although the design week will be a little different this year, we are enjoying adapting and finding new ways to push our talents, while continuing to expose the process of collectively working in design to the public.
What were you working on when the lockdown was announced?
When the lockdown was announced we were working on > tech in process <, for which we had planned to launch a preview during Salone del Mobile in Milan, followed by the launch at Dutch Design Week.
We were also due to start working on our > Textile techniques in process < collaboration with the TextielMusuem/TextielLab, a research which is funded by Stimuleringsfonds Creative Industries. Alongside this we began a content creation project for material database and Imat-Uve spin off, Brain of Materials, in which we will be creating monthly visuals and material lookouts.
How has this affected your practice and plans?
A lot of our projects have been postponed and pushed back, which left a gap in our schedules allowing real time for reflection. We can re-think, re-experiment, re-energise and go ‘back to basics’ as it were. We had more time to work on the framework of Envisions design lab, in particular questions such as: How do we present ourselves without having exhibitions? Who do we dream to work with? How can we clarify the position of our work services for others?
What would elevate designers & artists life during this period?
It is clear that the industry need to rethink their current position due to Covid-19, and a platform should be designed for the industry and creatives to think about how to go forward. If we can find a way to take the next steps together, and continue in this manner, it will have a very positive effect on the future relationship between designer and the industry.
How are you balancing life and work during this period?
We are lucky that we have a big studio space available with individual work units, so keeping distance is easier while still being able to come to work. We are also getting better at online meetings with the envisionaires, our international clients etc.
Envisions Designlab Website.