What started in the fashion industry has extended more widely, to include commercial design. In the ‘instant’ age of Instagram, customisation has never been more coveted. Every restaurant, hotel and co-working space needs to be a unique destination, ready to be snapped at any moment. And this is something that’s inspired us here at Roger Lewis.
In response, we’ve developed our soon-to-be-launched service, The Customiser. A digital personalisation tool being officially unveiled at Clerkenwell Design Week, designers can have their own graphics printed onto our popular Sintra chair, quickly – and with the expert skill we’ve long been renowned.
This leads us onto another important aspect of the trend – speed. As client and customer expectations regarding timescales change – McKinsey’s report highlights this emerging from startup culture – manufacturers must adapt their processes to cut down on turnaround.
Though, of course, this shouldn’t affect quality. Detail is now more highly regarded by clients than ever before. For designers and makers operating in a competitive market, this is what sets them apart. So, as customer demands increase, manufacturers and makers must, in turn, adapt.
Our design director, Nick Lewis, comments: “As a designer, the devil is in the detail. There’s no fun in designing – or specifying, for that matter – a product that is one-dimensional. Differences in shape or finish can truly set a piece of furniture apart. And now, thanks to customisation being increasingly popular, designers can arguably be more creative than ever before when developing these details.”