"For companies, this means we now have case-studies of design firms that understand commercial dynamics: manufacturing, material sourcing, brand story, global distribution. When an enterprise aligns with designers like Barber and Osgerby, it's not about making something pretty, it's about making something profitable, repeatable, and meaningful. In today's economy, that's a powerful proposition. And their approach demonstrates how design thinking can move seamlessly between art, manufacturing, and management: exactly the kind of hybrid intelligence that defines modern creative business."
"In the world of high-end furniture, the duo Edward Barber & Jay Osgerby occupy a compelling space. Founded in London in 1996, their studio covers everything from industrial design to furniture, lighting and site-specific installations. Their work with Cassina positions them as designers who think beyond form: they think system, they think production, they think business. Notable projects include the Tobi-Ishi Table for B&B Italia and theLoop Writing Desk for Cappellini."
"Walk into a co-working space in Shoreditch and you can tell which start-up understands design not as decoration, but as strategy. Among those leading this shift are designers who think like entrepreneurs, turning aesthetics into systems, and creativity into strategy."
Design now functions as a core strategic capability that drives company growth, brand identity, and product systems. Start-ups in Shoreditch signal strategic design by prioritizing functionality, user experience, and business models over mere decoration. Collaborations such as the long-term partnership between Cassina and British duo Edward Barber and Jay Osgerby on the Tamburound Armchair demonstrate how craftsmanship, concept, and commercial intelligence converge. Barber and Osgerby's studio emphasizes system thinking, production, sourcing, and distribution to create repeatable, profitable products. Designers increasingly adopt entrepreneurial mindsets, transforming aesthetics into scalable systems. Jasper Morrison, born in London in 1959, represents another leading figure in this shift.
Read at London Business News | Londonlovesbusiness.com
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