Industrial Design and Innovation

Furniture Designers Move Towards Launching Their Own Brands


Stefano Giovannoni 

Designer’s working in areas like furniture are increasingly moving away from working with big companies, opting instead to launch their own. Designer’s like Stefano Giovannoni, Sebastian Wrong, and Matteo Thun are frustrated with the existing model where many designers are all doing work for the same few big name companies, and the resulting tendency for similarity between products produced by different companies. Furthermore, the financial returns on work for other companies is often limited. Instead, designers are beginning to take the example of the fashion industry, where designer’s are almost always the owner’s of big brands and the flow of innovation is notoriously fast paced.


First product launched by Giovanonni’s new company Qeeboo at Milan week earlier this year

To read more about this growing trend, click here.

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