100 Years of Bauhaus - Interview Andreas Haug

"(...) What’s much more important: these designs are convincing in terms of longevity and verifiable business success. In this respect, Phoenix Design follows the tradition of Bauhaus and Ulm school – embodying the virtues of German design." Our philosophy describes how closely we are linked to this movement. On the occasion of its anniversary, Andreas Haug, Founder of Phoenix Design, will answer three questions about Bauhaus.

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  • Andreas Haug, Founder of Phoenix Design

    Andreas Haug, Founder of Phoenix Design

    Andreas Haug (*1946), Phoenix Design Founder. In 1987, he founded the design studio Phoenix Design in Stuttgart, together with Tom Schönherr. Andreas Haug’s career is linked most closely to the rise of modern German design. After completing his design studies at the “Akademie der Bildenden Künste” (Academy of the Fine Arts) in Stuttgart, Andreas Haug was co-founder and co-owner of frogdesign, from 1984 to 1987 as Design Consultant and Vice President. Phoenix Design, founded in the late 1980’s, has developed to become one of the top addresses worldwide for product and interaction design. “What’s important for us is knowing the motives and goals of our clients who integrate us into their strategy in order to provide them with new impulses. We pay great attention to ensuring a smooth interplay between the client and ourselves as an external team of experts. We are proud that we succeed in this achievement time and time again, sometimes for decades.” Andreas Haug and Tom Schönherr have received the Lucky Strike Designer Award as well as the German Design Award Personality for their overall achievements.

"(...) What’s much more important: these designs are convincing in terms of longevity and verifiable business success. In this respect, Phoenix Design follows the tradition of Bauhaus and Ulm school – embodying the virtues of German design." Our philosophy describes how closely we are linked to this movement. On the occasion of its anniversary, Andreas Haug, Founder and Managing Partner of Phoenix Design, will answer three questions about Bauhaus.

In your own words: what does Bauhaus mean to you?

It was all about rethinking the world. After World War I, there was a socio-political revolution. Free artists, architects, and other applied sciences started to develop new forms of living with the idea to create affordable living space – simple, intelligent, with a great variety of usage scenarios. Their disciplines proved seminal to each other. “Form follows function” was interpreted for furniture with regard to its simple production.

At that time, it was without any doubt an important step, but it had this small drawback: the decorative, magnificent arts and crafts of Art Nouveau [Jugendstil] was quickly losing its importance due to its demanding production. Today, however, we are again capable to realize aesthetical subtleties thanks to digital technologies and production processes similar to a manufactory.

What importance has Bauhaus for PHOENIX and for design in general?

Specifically in a living environment, the Bauhaus style stands for clarity, simplicity, straightforwardness and reduction in terms of material. These are design principles which we utilize in our projects and for which we are well-known. However, by now the user has moved to the centre of all considerations. “Form follows function” still holds true, but we have expanded the angle of perspective from a purely practical production technology, so as to create a complex product experience by fulfilling the emotional needs of the user.

Design is never a-political. We always have to ask ourselves: which dreams are created by the changes in society, and which socio-political ramifications will this have on design.

As designers, we orient ourselves on related disciplines like architecture, fashion, and art. Looking beyond the aesthetic horizon for us presents an entirely different form of inspiration.

To what extent have you personally been impressed by Bauhaus?

Bauhaus has impressed all designers in Germany, it simply didn’t exist in other countries. I myself belong to the post-war generation, for me it was the current design approach at the time. I’m fascinated by how you approach design: what will bring added value to the user and the industry? This requires thorough research! Small wonder, then, that I wanted to study with their successor, the Ulm school. Unfortunately, it was shut down in precisely the same year…

The enthusiasm has survived. Today, we at PHOENIX follow the credo of Logic and Morals in the sense of Bauhaus, and we are creating an emotional added value by adding Magic to the product benefit, always following this aspect of rethinking the world.

 

Contact:

Carolin Schobel, Communication Manager
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