Habitusliving Shop: Daniel Emma
Daniel To and Emma Aiston are the award-winning designers behind the ‘Basics’ collection, which took out the 2010 Bombay Sapphire Design Discovery Awards
Daniel.Emma have received a lot of attention lately for their quirky, perfectly formed and simple designs. We took some time to talk to them about their inspiration, the award-winning basics collection and Adelaide.
What was the first spark of the ‘Basics’ idea?
‘Basics’ was a response trying to make small run production pieces that are made in Australia and that sell at a reasonable price.
What’s been the response to the collection so far?
The response has been good, lots of press and excitement over the collection. We find that once people see them in real life and touch them they appreciate the quality, use of material and craftsmanship that goes into such a simple product.
You’ve won a few awards, what’s that like?
Last year we won a couple of awards, which is super nice! The Blueprint award for most promising designer in London and of course Bombay Sapphire. The awards were a bit unexpected especially Bombay and have been great at giving us exposure to people that would have otherwise not have heard of us.
What do you love about Adelaide?
1. Well of course family and friends are here that we have grown up with all of our lives, and that is something that you cannot find in any other city.
2. The lack of design (which sometimes is a frustration as well).
3. Living in a unpopular suburb that is 2 minutes from the old port, 5 minutes from the beach and 20 minutes from the city.
What’s your impression of design in Australia?
As a product designer it is extremely difficult to make a living because of several factors such as lack of history in manufacturing and a very small group in society that appreciates truly good design (and that will pay for it!) that leads to people designing what makes money which unfortunately turns out a bit crafty or copycat. But more recently we are seeing more and more design that is truly unique and we think Australian design is finding its feet.
If someone asked you what your design philosophy is, what would you say (or what do you wish you could say)?
Our design philosophy is to design objects that are ’just nice’ meaning we want people to appreciate the objects for what they simply are rather than having to glorify the story of the design/manufacturing process.