Tell us about the early days; what was your vision when you set out? And have things played out how you expected?
NEW TENDENCY emerged from a project while studying at the Bauhaus University in Weimar. The project was and is about creating a stage for holistic concepts and ideas varying from formal, sculpture to graphic design and photography. It organically grew into a brand which not only allowed us to self-fund the project but also to collaborate with great designers, artists, photographers, and like-minded brands.
What are your thoughts on modern day creative and design industry compared to 10 years ago?
We believe today’s creative and design industry is much more powerful than a couple of years ago. Creatives have never had more possibilities than today.
That been said we believe it is also important to keep the responsibility in mind you have as a creative. Specifically, in times with endless possibilities, we believe it is important to regularly take the time to step back and reflect your work carefully.
What is the philosophy behind your design practice?
The philosophy behind NEW TENDENCY is a profound belief in a design that creates cultural values, a design that satisfies intellectual, functional and poetic needs. NEW TENDENCY gives form to ideas for the now. In the tradition of Bauhaus, NEW TENDENCY applies Modernist design principles onto contemporary objects of the everyday characterized by conceptual design, clean aesthetics, and functional form.
Where do you find your inspiration?
We are very much inspired by contemporary art but more specifically, sculpture. Fortunately, Berlin has a vibrant art scene and their a lot of inspiring artists and exhibition in the city. Also, we are inspired by the actual production process. Most of our designs evolve from production and construction methods.
Will we see a kind of political statement in your brand?
We wouldn’t call it a political statement, but we are very interested in sustainability both regarding production and design. We work a lot with natural materials like steel which is the world's most recycled substance. In our design proceed with constantly keeping sustainability in mind and try to create objects which last for decades.
Tell us about the new Meta side table
The META side table is one of our signature pieces and well suited to all communal living spaces and bedrooms. Consisting of a series of arranged, powder coated rectangular and circular shapes, META’s appearance changes from delicate and thin, to substantial and entirely depending on the viewing angle. Featuring multi-directional storage for your reading material and a flat top for decorative accessories.
What’s next for New Tendency?
We are constantly working on new products and right now preparing an exhibition at Ruttkowski;68 in Cologne early 2019.