09
PODE
When you put together a contemporary collection,
you have to look beyond a single model. You look to
build relationships between the different designs to
give your collection its own, distinictive look.
At Pode, this role is in the hands of art directors
Claire and Roderick Vos. They have been providing
the collection with its direction and brand image since
2016. A role that has grown in complexity and become
increasingly interesting as a result.
Softer and rounder
“When we started out, the Pode brand still needed to develop its own look.
And the collection too”, says Roderick. “If you looked at the models, you saw a
strong geometric language of form. Lots of straight lines and hard angles. But
over the last years we have been looking towards softer forms. Fewer straight
lines, curvier shapes, rounded corners. You can see that well in the Balini and
Bibo armchairs and in the Turia and Nivti sofas. With a brand like Pode, you need
to carry out this sort of transformation from a long-term perspective. We
make high-end products to last. And that means a product’s form needs to stay
relevant and serviceable over the years. Pode is no manufacturer of trendy
products. We make conscious choices for forms which will maintain their appeal
and allure going forward.”
Added value
Our way of working has changed to reflect the timelessness of our designs.
Says Claire, “It was easier when we started out. We wanted to make things that
didn’t yet exist. But now that the ‘missing’ models have been added, we have to
look carefully for the ‘gaps’ in our collection. What sort of furniture or product
would really add value to the collection? We weigh up a number of different
matters. Innovation, commercial viability, identity, and above all intuition; every
model is born out of the needs and opportunities that these factors present.”
Beyond borders
Of course, it’s Roderick and Claire who are the creative force behind the
essential, successful Pode models. But in their roles as art directors, discovering
new designers is almost more important. “If you want innovative designs,
you have to work with innovative designers,” says Roderick. People with the
talent to develop Pode further. If you develop something that is totally Pode
right now, you’re already too late. We are looking for designers who can design
the Pode of tomorrow. And they could be anywhere. Therefore, we’re trying to
look beyond our borders. For example, you can see that designers like Yonoh
Studio and Meike Hard both add a completely different language of design, so
that we get that exact mix of styles that we’re looking for at Pode. We don’t view
Pode as a Dutch brand, but as an international one. That’s what we’re striving for,
and if that’s what you want, you have to work with international designers too.”
Antennas
Intuition is very important. Particularly when you’re trying to identify how
people want to live and how the Pode collection can respond to this. “In 2016,
we saw that soft organic forms were starting to get the upper hand. And roughly
two years ago, people started to play around more daringly with their sofas,
to make better use of their interior space. Our antennas are always out trying
to spot such developments. On social media and when we travel, of course,
but truth be told, every second of the day. And with the arrival of our very first
Pode showroom in the Leolux Experience Center in Breukelen, we have added
a wonderful extra radar. That’s where we can observe the purest reactions.
And based on direct feedback, we can determine the next step for Pode.”
