is about

substracting the obvious

and adding

the meaningful.

– John Maeda

why simplicity?

Simplicity doesn't have to mean basic or plain - I strive for lightness, precision and clarity. An essence absolue which can, ironically, be somewhat complicated to achieve at times. […]

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how i do it

Inspiration is all around me. When I take the key elements of a product and combine them with what inspires and moves me, a vision emerges. I call it moulding. [...]

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