Finding the right niche in China

By Wu Yiyao in Shanghai (China Daily) Updated: 2014-06-13 07:11

In China, the most popular products are almost the same as in other markets. That, Hutchings says is what makes good designs timeless and beyond the cultural and geographical gaps.

Explaining the essence of a Humanscale product, he said that the company often subjects its products to extensive surveys and feedback, and then incorporates them in the finished product. "This gives us better consumer insights and acceptability."

At the same time, the company also adds a touch of art by using color and fabrics in its products and also ensures that core attributes like safety and looks are not compromised.

"Demand for comfort is universal. We believe if a chair is comfortable in Shanghai, it should be comfortable in Beijing, London and New York; if it isn't, it might not be a good design. A good design adapts to the user, rather than the user adapting to the design."

Hutchings said that the company is looking to improve the health and comfort of work life through its products. Pointing to the numerous awards and accolades that the company's products have won over the years, he said it is testimony to the enhanced focus on design and innovation.

"Our product designs have won more than 150 prestigious awards since 2001 and was featured in various museums such as The Museum of Modern Art (in New York)," said Hutchings.

The brain behind the company's innovation drive has been Niels Diffrient, a pioneering designer who passed away in 2013, but someone who left an indelible impression with his rich knowledge.

"To realize effortless use, unprecedented functionality and a timeless aesthetic, are the major takeaways from Diffrient's designs."

Humanscale and Diffrient shared a common passion - the importance of putting function first, simplicity and maintaining very high standards.

"What we are now trying to do is to ensure that Diffrient's (and to some extent ours) legacy lives on through our products," he said.

"The talent in China is hardworking, diligent and smart, and often come up with several creative ideas. At Humanscale, we are looking to create more opportunities for Chinese talent to blossom on the global stage," said Hutchings.