Opinion / Nic Monisse
No wonder
When a designer strikes out on their own, it’s very easy for them to say “yes” to every piece of work that comes their way, particularly if that work is large in scale and will pay the bills. What’s more, it’s a habit that’s hard to break; saying “no” is scary, even once you’re established.
It’s a sentiment that industrial designer Jay Osgerby, of Barber Osgerby fame, agrees with. When I spoke to him this week at the London outpost of Galerie Kreo, where Barber Osgerby is showing its new, limited-edition lighting created in collaboration with the Parisian gallery, he explained that, for a long time, he and business partner Edward Barber said “yes” to most projects. Naturally, they were keen to keep as many doors open as possible – and it led to prizes including the Jerwood and Compasso d’Oro. But with the industry having slowed over the past two years, they’ve inadvertently re-evaluated.
“As creative people, we always have a compulsion to make things but we were forced to slow down,” says Osgerby. “We do a lot of mass production but with Galerie Kreo we’re producing a small run. And because it’s limited, we’re now getting to realise these incredible objects without the downside of making tens of thousands of units that then get shipped all around the world.”
The move has freed the designer up to be more hands-on, to introduce details that wouldn’t otherwise appear and tinker (almost) endlessly. Now it’s a direction that the studio will pursue as part of its business model. This move is a reminder for all of us, designer or not, that saying “no” on occasion to a commercially lucrative project – and taking on smaller ones instead – can be refreshing and inspiring. And, who knows, it might even be good for business.