When brand and interior design commit to use only the necessary

Whenever doing some research on internet most of the time I get lost and find some new examples of other brands that defend the same values I do.

It feels really inspiring every time I find some other interior design studio working on the same direction.

Going from page to page I discovered the ASKET brand – In the pursuit of less.

ASKET is a garments brand that produce only the essentials. They also fix, repair and improve the existing products. They work to reduce the fast consumption, to have less waste, less pollution.

When they needed to design their new headquarters in Stocklholm, the concept of the project needed to be aligned with the brand.

They worked with the French architectural and furniture designer Paul Vaugoyeau from the Atelier Paul Vaugoyeau.

The designer used their mantra “The Pursuit of Less” to create the space.

You can find the information about their new HQ here.

There is also an interesting making of interview with the designer. I would like to highlight a part of the sharing he does:

“We reused a lot of furnishings from the previous office for this new office and worked with what we already had. We kept all of the big furniture from the old office (…) while adding some new furniture to fill the much larger, new space. The old desks and meeting tables were handed down to the new tenant at the old location. Nothing went to waste. Architectural design is not always about how much you renovate the space; it’s also about how you can use your resources in the most effective way.”

My reflection:

It shouldn’t be about expending more or less money but being conscious about the real needs of a project. Why buy brand new furniture when you can still use the ones you have? Why through away the furniture not used instead of giving it to someone who can use it? We designers are creative minds and a shift needs to happen in we want to live in a more caring and sustainable planet. This can start from our work.

This project it’s the perfect example of brand and values coherence and this is definitely the way we should go forward in life, as also in the architecture and interior design sector.

Bravo ASKET,

bravo Paul Vaugoyeau.

It melts my heart!