L’opinione di Richard Hutten

Design companies need to become better at branding. More companies should be aware that their brand is important to people. People don’t buy the furniture because they like the furniture but they buy it because it’s a certain brand.

The furniture industry could learn from the car or electronics sectors. Branding is becoming much more important. It’s a fact and you have to deal with it and I think there’s a lot to learn from other fields. When you see cars, you see first the logo and then you see the car, but in furniture you hardly ever see the brand.

– Richard Hutten

Partendo da questa riflessione – espressa durante un’intervista a Dezeen –  il designer olandese Richard Hutten ha disegnato per Moroso la X-Chair, in cui le teste delle viti che tengono in posizione la grande X in legno che sorregge lo schienale riportano il logo di Moroso.

I pushed Moroso to put the logo on the chair. I designed a small detail on the back with their logo on it so when you see this chair you can see this logo of the brand. It’s not really in your face, but it’s there so it’s easy to recognise the brand.
– Richard Hutten



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