Designers We Love: Pedersen + Lennard

INTERVIEWED BY Michaela Stehr

With Business of Design just around the corner, we decided to chat to top guest speaker Luke Pedersen of renowned design company Pedersen + Lennard about where he thinks design is heading, both locally and internationally.

Where do you see design going locally and internationally? 

I think the design industry is too broad to define a direction in a short answer. There is a lot of great growth in new creative pockets where people are focusing on design that is relevant to their community or market.

This feels like the reverse of broad international growth that happens in a very general way. Specific and locally relevant work is in the spotlight and creates opportunities for people to pursue.

How do you balance your personal creative needs with the demands of the public?

I used to think this was only specific to a certain season or particular project we were working on, however, I now believe that it is happening every day and we need to constantly find a balance of sustaining what energises us and what we do, to put food on the table. It’s exciting and daunting at the same time.

What projects or ideas are you currently working on?

We are balancing quite a few things right now. We’re designing some new pieces for Nando’s restaurants, which is exciting, as they express their value in local design in a very practical way. We are also working on some kids’ furniture for the Woodstock Hope Centre, which is really fun as we get to put our heads into their space and see how furniture can make a difference in helping to encourage learning. There are also quite a few personal projects going on, as our new factory facility has created a lot of new possibilities in terms of what we can make and learning new techniques.

What do you think we need in SA to grow more design and art brands into international success stories?

I think that local brands are a success if they are in demand in the local market. Continuing to focus on this usually brings about international demand, as people are always interested in special local stories (as I mentioned earlier). For me, it’s specific and relevant design that resonates in general contexts. The South African design industry needs to stay focused on this market and how to succeed here. This is what makes us great.

Are there any specific local creatives whose work has grabbed your attention recently?

We recently put up an exhibition of illustrations by Si Maclennan at one of our café’s. His work is really refreshing. Alison Parker is also doing a great project called “Sk8 for Gr8,” which pairs kids with local designers. They have exhibited their first set of illustrations on skateboard decks. James and I always enjoy Porky Hefer’s work and sense of contextual humour.

Hear more on their design thoughts at the Cape Town instalment of Business of Design 2015. Tickets cost R3 950. To view Pedersen + Lennard’s work, visit pedersenlennard.co.za.