Design interview: Samuel Chuffart, Icona


“We need to evolve and nurture ideas. It is a collaborative process. For me, the design process is about bouncing ideas around”

A couple of years ago, I was very scared about the future of cars. Since the iPhone, phone design has been reduced to the camera and colour; it’s all about the apps. Cars are going the same way, it’s all about what’s in the screen. Cars will become more of a commodity, and you will barely notice the shape – it’s quite a scary thought. We risk losing the love of cars, something I was born with. That made me want to create something that was relevant for the future, which answers all the right questions.

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