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Interview with

Clemens Poloczek (iGNANT)
about LIFE with GOOD DESIGN

Interview with

Clemens Poloczek (iGNANT)
about LIFE with GOOD DESIGN

Braun
Audio Set

Dieter Rams is someone who should not be forgotten when Clemens talks about design. After having searched second-hand shops and auction-sites for nearly one year, Clemens finally succeeded to get this Braun Hi-Fi set, one of the significant designs by Rams. Original 60’s and 70’s music still on the unerased tape at the time of purchase. The set has a breathtaking quality and presence. It is a centre piece of design at his place.

Design aesthetics resonating with Rams’ philosophy

“Less is More”, this is the design philosophy of Clemens Poloczek and deeply related to a German designer, Dieter Rams, whom he admires as a hero. Since the beginning of the 1950’s, Rams has created numerous masterpieces as a designer at Braun. His design is practical, functional yet beautiful. “At the time, Rams refused a direction of his boss to make a logo bigger or more visible. Rams’ “Good design” principles included functionality, innovation and minimalism. I believe he is a designer who perused streamlined beauty and managed to actualize it. My good design principle lies in a perfect balance between design and practicality. When you can achieve this, that will be the goal, I believe.”

New value that is created by “Remix Generation”
Many people have pointed out that Rams was a huge influence over Apple’s design. I personally won’t deny the feeling that we have run out of truly outstanding new designs. As you can see a formula of fashion and music revival, the older I became, the harder it is to get impressed, I realized. “We are a Remix Generation. I believe, the key to create an excellent product is depending on how to combine existing things creatively. Speaking of sneakers, every remix of classic models has failed completely but the approach of Virgil Abloh is brilliant not only in the way it looks but also in its story. I think it is important not simply to be nice and beautiful but also to have a solid concept. I am not his fan but I think his sense of remix is great. It’s interesting and innovative. Get rid of unnecessary parts, mix the remaining elements and create a new item. I think it is important to read and understand the concepts and stories behind it rather than simply rejecting and criticizing it as a copy. The respect for pioneers should lie at the base of great concepts and stories. That’s what I am moved by.”
Although he mentioned visvim and Hender Scheme as his favourite design, he isn’t a Japan geek. He is purely attracted to design approaches such as attention to details. “I collect favourite items and images by searching the internet. After a while, I have noticed that there are quite a few Japanese designers and products. So, it was sort of coincidence how I encountered Japanese design. What I think makes Japanese design so great is that it is minimal but not cold and has a well thought out quality. I also like that they use a lot of wood. Because Japan has problems with space, they pay special attention to create products that are compact yet highly functional. I love this design approach. It may be similar to Scandinavian design but Japanese design is closely related to their living environment and style with practicality. That is the reason why I love Japanese design. A great design often has style and concept playing an important role.”

 

Design philosophy is “Less is More”

 

However, what Clemens cares and focuses on is very subtle, like a whispering, so it can only be heard by those who can hear it. It is, in a sense, very personal I would say. I feel his design philosophy, which is very delicate and rather like Wabi-Sabi, has something in common with what Japanese people value. “In Germany, there are a lot of people with similar values like me. But there are not so many magazines with similar values like iGNANT.” An online magazine, iGNANT, which Clemens leads as creative director, publishes unique contents through collaborating with young talents exploring photography, art, design and architecture in depth. Naturally, the magazine strongly reflects his design philosophy and aesthetics. Craftsmanship, minimalistic design, eye-opening quality, excellent concept and story. These are points when he chooses design and also is a key concept of iGNANT. “When we do a shooting for our content, I drastically reduce elements that I don’t think necessary. My main focus is removing as much noise as possible and creating a beautiful minimalistic image. ‘Less is More’, it’s my philosophy.”

 

Clemens Poloczek
Editor-in-Chief and Creative Director of the online magazine, “iGNANT” which was founded in 2007. He is also a collector of sneakers, vinyl and design products.

Alden Oxford Shoes

Clemens is a sneaker collector and wears sneakers most of the time, but Alden’s leather shoes made him realize that “Really good things have something different”. Besides these Oxfords, he also owns Loafers. “At first, they don’t really feel comfortable, but the more you wear them, the better they fit your feet and start to feel like a second skin. The quality is superb. I like the classic craftsmanship and minimalistic elements very much.”

Braun
Film Camera Nizo 801 Macro

This product is also by Dieter Rams. It is not too much to say that the camera which has both functionality and structural beauty represents Clemens design philosophy. The handle can be flipped so that the camera can be placed on a flat surface. This is a hidden highlight of this product. “I used this camera on our Gucci project the other day. Every time I use it, I cannot help being impressed by the design construction that was really well thought out. I also like that the film length is just 2 minutes. It makes me think hard about what I really want to shoot.”

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