“When I was younger my goal was to work closely with the industry and make products that reached as many people as possible. But after fifteen years’ experience my attitude has changed. My products are made in small runs if you compare them to Ikea’s mass production. You could even say that what I do is quite elitist. I usually justify this by saying that my furniture is avant-garde. The basic idea of an avant-garde is that their ideas eventually affect the masses. Just look at Memphis, a small group of people who showed prototypes in a gallery context. Now you can see traces of their ideas when you go shopping at Wal-Mart. They have become democratic.”
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