Petter Neby, founder of Punkt, in conversation.
Petter Neby, founder of Punkt, in conversation.
In the past, everything was simpler: everyday objects had to be functional first and foremost. Other design aspects were secondary. Today, things are more complicated, because legitimizing design purely from functionality is no longer in keeping with the times. The relationship of the user to the object has come into view. Emotionality is no longer merely tolerated, but becomes a weighty factor in design. Thus a new field of tension is formed, which Petter Neby, founder of the Lugano-based company Punkt, serves with his products in the field of Consumer Electronics. A conversation with Neby about the loss of European manufacturing facilities, mistakes made by Braun and the search for simplicity and emotionality.
Mr. Neby, why do you have Salone in Milan. Then, when I started with Punkt in 2007, I emailed Jasper and told him about my plans for the company. He replied after three days, "Congratulations, let's do it."
Jasper Morrison did the Super Normal exhibition with Naoto Fukasawa in 2006. Are Punkt's products also meant for this category?
No, I don't think we are really "super normal". We could certainly become "normal" in the sense of "everyday," but "super normal" certainly doesn't apply to our products. After all, the term is more appropriate for non-electronic products, for scissors, for example. But our alarm clock could already reach the category of everyday products.
When I think of an electronic or electric alarm clock, I always have Braun alarm clocks in mind. How do you see your products in relation to Braun's products?
I have learned a lot from Braun, I know their products and approach well. But actually, I learned the most from Braun's mistakes. What I mean by this is that a company develops its personality and philosophy, and then customers have a relationship with that company. However, if a company does too much, it loses its focus and customers lose trust. With Braun, it suddenly became about shaving, brushing teeth, mixing food or listening to music - it simply can't be credibly portrayed that the company delivers the best possible approach to all of these products. There's also a danger for designers to become a little blind and only think about the product and its design, instead of also looking at the context. That's my most important role, to pay attention to those contexts when working with designers. If you're a shoemaker, you should make shoes. A manufacturer of consumer electronics should limit himself to this field. The boundaries may be a bit blurred because of increasing computerization, but a company can't credibly do everything. I would love to develop home appliances because I can't find a good blender, for example. But home appliances just don't fit with Punkt. I want to develop products that are functional and emotional at the same time.
Are Punkt's products luxury products?
That's a relative question. If you think of Western Europe, probably everyone could afford Punkt's products. We are not in the luxury business. Of course, you can find a DECT phone that costs only 30 euros. So in comparison DP01 is relatively expensive, but still it is available for everyone here. Actually, I don't want the products of point luxury. We are not in the Chinese market yet, but in China, for example, there is a request to go more in this direction. But I don't like that.
Georges Moanack, the designer of Punkt's Extension Socket.
Can't simplicity also be a luxury?
Yes, a great luxury! We all know that we have enough things around us. These should not then take up our time or require unnecessary effort. They should support our own needs. When it comes to the opposite, it becomes terrible. The need for simplicity is obvious to anyone who has a bit of life experience. They appreciate simplicity. How often in life we think that this or that object is important, but in the end we probably realize that much is superfluous.
So at Punkt, will products retain their simplicity in the future? Simplicity seems to be an important aspect.
Absolutely, our mantra is simplicity and functionality. But it's also so damn difficult. The DECT phone is a relatively complex product. But it requires great effort to make it useful and easy to use. There's a fine line there. It's very easy to say, let's add this or that, you could use it. But that's just a path too many have followed. That's why Punkt is working hard on simplicity of products.
Punkt's products are mainly manufactured in Asia, only a small part in Europe. Why?
There are some products and parts that can currently only be manufactured in Asia, more specifically in China. This is mainly due to the production possibilities, less to the price. Here knowledge and skills have been lost in Europe. Maybe there are still some older engineers from Siemens who have the necessary knowledge. But the production facilities in Europe are lacking. And prices in China are rising. Companies that are fixated on price are looking for other opportunities, but China will remain the production center for consumer electronics for the foreseeable future.
When will there be new products from Punkt?
Probably in the second quarter of 2014. We are specifically working on three new products at the moment, which is quite a lot. Depending on which product goes into production first, we will decide on the place and date of the launch. One of the products would fit nicely into Milan, another would be better off at an event in October.
Can you already say something concrete about the new products?
Just this: We are not making any unnecessarily large products. It will never amount to a system where parts and additions have to be installed for the whole thing to work. The results will be contemporary and fit the existing products.
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