Talking with 'America's next great designer'
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E-mail Shanghai Daily, November 2, 2014
Who is he?
Todd Bracher, founder of Todd Bracher Studio LLC, is a designer and strategist based in New York City. He has worked in Copenhagen, Milan, Paris and London. The New York native has been labeled "America's next great designer" by the New York Daily News and received nominations for international designer of the year in 2008 and 2009. His resume includes stints as head of Tom Dixon's design studio, acting professor of design at l'ESAD in Reims, France, and having been appointed creative director of the Scandinavian luxury brand Georg Jensen.
Tell us about some of your works. Which one is your favorite.
For me I am most interested in the process and the challenges that lead to the final result. I would say the TREA chair for Humanscale is currently the project I am most proud of. It has taken several years of research and experimentation to get to a result that looks effortless and intuitive. Design is never easy ... that is also why we love doing what we do.
What projects are you working on now?
We are working on a wide variety of items from tables and chairs to art installations and architecture. All coming soon in 2015.
Describe your style.
Essentialism. It means we look to create solutions that are 100 percent essential — nothing extra, nothing unnecessary. The result is honest and natural as if it evolved to be. As with nature we do not believe in arbitrary or fashion, great design is tied to its context and purpose.
Where are you most creative?
When I am somewhere I have never been before.
What does your home mean to you?
A place to relax and disappear from the world with my family.
What do you collect?
Cameras.
Where would you like to go most in Shanghai?
A home, not a shop or a museum.
What will be the next big design trend?
I am not a follower of trends and I do not study them. I know they exist but I believe our work must supersede trends and if designed well will remain relevant for years to come... until the user's demands or the context changes. This is the basis for timeless design.
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