What is the essence of „good design“ in your view?

I believe that good design must express its own unique reason to exist. It breaks consensus and shows a strong stance while still being unobtrusive. I want to create radically new yet completely logical products, products that both stand out and blend in.

Good design must solve the need of the user in a way that makes him feel that everything has been considered by someone that truly understands him. But it is more than that; it should give the user a kind of enduring magic that pleases for years.

Are there rules for “good design”, no matter what you are creating? And if so, which ones?

Speaking about form I have three “rules” that I find do fit for whatever I am creating. The first “rule” is that designs must have a strong iconic identity with attitude that leaves the observer unable to remain indifferent. The Identity must surprise people, be original and new, yet logic and understandable.

The second “rule” is that the design must at the same time be quiet and almost invisible when not in focus. I prefer a shape without any visual disruption, which harmoniously blends in with its surroundings like a chameleon. The designs should integrate with the environment and not rule over its user.

The third “rule” is that designs should be created with diligence with all details solved and no spots left unfinished. I believe people are sensitive to the effort which is put into the creation of an object by the creator; we all value diligence and not sloppiness. A product designed with diligence makes the consumer appreciate it more and increases the desire to keep using it for years to come.

How do you come up with ideas? Is it the famous white empty piece of paper in front of you? Where do you get inspiration?

Inspiration comes from the problem and the creating process. The white empty piece of paper always has something; a problem to solve, a piece of hardware or an uncertain desire. The inspiration occurs during the creation process when I sketch out ideas and experiment with them to discover the problems and the solutions while the surrounding universe is explored.

The sources of inspirations are many, movies, music, biking home from work, talking with people. The essential is to sense and discover the inspiration. For me I work best when I am in a relaxing mood, a cup of green tea in my hand, nice music around me. Sometimes just one word from another person, taken out of context can be the triggering impulse for inspiration.

Bang & Olufsen is known for its clear, no nonsense design. Is there a reason for that, and which one?

Yes there is certainly a reason for that. The goal I share with Bang & Olufsen is to create objects that are truly desirable, make people want to own them, keep them for years and be unwilling to throw them away. In short, timeless designs with enduring appeal.

My first focus is to find a strong unique idea that is different but not strange, and give that a shape that is understated in itself but expresses the idea strongly. The idea itself has to be bold and strong to make this formula succeed. By focusing on the basic idea behind the object we find the true identity of each individual product, making it impervious to shifting trends. Only design in which the form is based on the individual products unique character and logic can become classics and give the consumer lasting joy.

If you would have to design let´s say a living room, where would you start?

To design a living room is different from a product, since a living room is a one piece only to a dedicated place and probably defined/known inhabitants. So I would start to find and understand the unique situation for this living room, get to know the personalities of the people that is going to use the living room, explore what I can use from the place, like the outside landscape. My goal would be to make a room that brings the best out of the place and landscape, and makes the people living there truly feel at home. To truly feel at home, isn’t that the most essential feel a space should give you? Or a product? When you feel at home with a product you use or own, you have surely taken it in as yours.

How does the environment in a company have to be, to be able to create excellent design?

There have to be a great level of mutual trust so everyone can pursue tracks/explore tracks without fear and a need for explanations, and have a free dialog. A group of specialists in their own fields, for example a excellent acoustic engineer, a brilliant mechanical engineer and a designer that stands strong on his field but loves to interact with the others in the process of pursuing the best and make the impossible possible.

Which piece are you especially proud of?

Apart from Beocom 2, the first thing I did at David Lewis Designers, we are going to launch some very interesting products during the next year, which I am proud of. Sorry, but I can’t say much about them.

What product– apart from a new stunning B&O product – would you like to design?

I would love to design products where I can make a difference.

A car that is purely elegant, not dictated by corporate bland, aggression or performance but pure elegance, and with an element of innovation of course. That will probably be quite difficult to do.

Right now I am in a need of some lamps that quietly blend in and have a passionate shape when you look at it. I may have to design this myself with the use of the possibilities the new lighting technology gives us.

How much Danish way of life is there in a B&O product and how would you describe it.

That is difficult to answer. Obvious the products are Danish in the way that most people involved with the creations are Danish and we have all, me as a designer and all the involved engineers and specialists, put a lot of dedication and personality into the creation. Each of these personalities shows in the product.

In this Nordic part of the world with our dark winters we do use our homes a lot. They are a focus point for personal identity and the place where we relax and socialize. Common is a kind of understated quality and a focus on the cosy humanistic, a bit poetic minimalism that makes you fell relax and enjoy. It is not about shouting out lout without any reason. The soft light that is so dominant during the long summer evenings do have an impact on the shaping of our products since it enlightens the visual lightness of the objects.

But I have to say that there are certainly other parts of the world where I feel at home. I believe that many different places have a quite extraordinary unique beauty, and I aim that our designs will fit in to those places as well.