Poetry: the designers interviews

Poetry: the designers interviews 24 May 2016

Twenty-one designers on show at “Poetry – 21 words for…”, the exhibition by Logotel displayed during Milan Design Week. We interviewed a few of them, asking them to explain us the link between their projects and the poetry inside them.

Poetry: the designers interviews


1. What is "poetry" in your opinion?


Morten Grønning Nielsen: When I think of poetry I think of it as a symbol of what happens when a series of interconnected pieces form a unity and becomes incredibly meaningful. There is something very beautiful in this process. Its like atoms in a molecule or brushstrokes in a painting.

Giijs van Bon: Where life becomes not just surviving your day.

Jin Choi: The essence of words to describe the emotions or thoughts.

Michiel Martens: Poetry is a form of beauty and very personal, you can find it anywhere.

Arno Mathies & Max Frommeld: Poetry is to get people thinking.

Per Emanuelsson & Bastian Bischoff: In the best case good poetry goes beyond peoples horizons of feelings and awareness.

Tomas Kral: Whatever the manner and the form, poetry is for me a creative rhythm, a sensitive way to express an idea.

Luka Or: The ability to feel trancendance from listening/seeing/experiencing something.

Samy Rio: For me it is a way to see and interpret the things that surround us and our environment with a different perspective.

Julie Legault: Poetry is finding the aesthetic in the practical.


2. What happens when poetry meets design?

Morten Grønning Nielsen: Intelligent social concepts full of creativity, storytelling and new possibilities!

Kristofer Hagbard: Word art.

Michiel Martens: You get surprised, by the looks, the way it feels, how you use it or the concept of the design.

Arno Mathies & Max Frommeld: Storytelling.

Per Emanuelsson & Bastian Bischoff: In the best case something new, beautiful and true.

Tomas Kral: When poetry meets design, the result is for me for sure a project, an object that tells a personal story.

Luka Or: Design is a form of art. When done correctly it is poetry.


3. Where do you think poetry could be found in your project, on show at “POETRY – 21 words for…” for the Milan Design Week? Why do you feel the need to instill poetry in people's life?


Morten Grønning Nielsen: I think Happaratus becomes poetic in the way it makes a user interact with shapes, and combines human touch with technology in a new form of ‘hand-made’.

Giijs van Bon: People should look around and be grateful for the small things, for time, for space, for the moment.

Jin Choi: The Giants transform the mundane landscape into a monument. Powerful, solemn and monolithic Giants found unexpectedly in an otherwise barren landscape, make you stop, gaze, feel and think.
(Corriere della Sera, 17 agosto 2010)

We feel the need to instill poetry in people's life because it is important how we live our life. Not just life, but a fulfilled life.

Michiel Martens: Our world is so focussed on the visual aspects that we sometimes forget we also have ears. Senses are to be stimulated and when you focus more on the listening (which is processed in an other part of the brain) your experiences are totally different. In my work poetry finds it way through material, form, movement and feeling.
I get inspired by natural phenomena, materials, craftsmanship and collaborations with other creatives, it makes me wonder and leads to new works.

Arno Mathies & Max Frommeld: The poetry in our object is maybe to get people thinking about switching off, having a break, just floating along for a short while in an ever increasing busy lifestyle. 

Per Emanuelsson & Bastian Bischoff: The build up and falling apart of time has something dramatic.
It also has something fascinating and entertaining. Making people wonder today is a real challenge.

Tomas Kral: In my work, the poetry can be seen from the different views. It can be translated through the association of materials or through the way of working with the material and details; It can be a simple inspiration in every day life situation that I translate with a little twist and a bit a playfulness in an object.
In my collection Upgrade, that I presented in the exhibition, the poetry for me is in the idea to re-use existing simple industrial glass and jars made industrially by machines and infuse them a human touch by hand engraved crystal-glass patterns that gives to this bottles, that we usually throw away, a new life and a new use.

Luka Or: Poetry for me is the rare moment in a day you experience something new and emotional. it is emotion. our project attempts to give new and different experiences with the same object - the pencil - the stories and emotions created by the different experiences is our poetry.

Samy Rio: I wasn’t seing my project as a poetic one until you invite me for the exhibition actually! I guess it is poetic by the possible changes I suggest in it. Change the way to produce an object so change the way we perceive it when we live with it. / I’m not sure I can say I try to instill poetry in the objects I draw, if I do it its great, but I think each has its own way of perceiving poetry in things surrounding us and thats what do the strength of poetry.

Julie Legault: The Amino One takes the experience of bioengineering into an experience of aesthetics and playfulness that goes beyond learning. Complex science can be a difficult concept to connect to and experience outside the traditional academic and industrial context. Using design as a form of poetry to extract understandable, approachable experiences from science is vital for the expansion and merger of art, science and technology.


The designers who answered our questions are:

- Morten Grønning Nielsen (Happaratus
- Giijs van Bon (Minuted)
- Jin Choi dello studio Choi+Shine (The Land of Giants
- Michiel Martens (Dig into nature)
- Arno Mathies & Max Frommeld (Folding Boat)
- Kristofer Hagbard (Quirkbot)
- Per Emanuelsson e Bastian Bischoff dello studio Humans since1982 (A Million Times)
- Tomas Kral (Upgrade)
- Luka Or (Rethinking the Pencil)
- Samy Rio (Bamboo)
- Julie Legault (Amino One Personal Biolab)





Morten Grønning Nielsen and the designers of studio Choi + Shine came also to the business event “Designing Emotion – When business meets poetry” (click here for further infos), organized by Logotel for its Clients, showing their projects:




Visit our website for details of the exhibition and all the projects featured, and take a look at Logotel Horizon social network pages:

For details of forthcoming Logotel events and initiatives, drop back in to our website or institutional Logotel social networks: