Fear is the most dangerous energy you can be confronted by. What I miss most in some designers – and in clients – is the courage to make decisions. At HORT, we often come up with ideas that question the brand's status quo, which can be seen as extreme or daring, and if I don't have the courage to fight for them, neither will the client … For me, design has always been about questioning the past in order to shape the future.
interviewer Of all these different possibilities, how do you choose what works best for the brand?
I don't have a clue. If you look at good things, you know they are good. It's a moment when knowledge, technology and design come together to a point where you think, "It's good." If you’ve experienced this, you will be able to see it.
Eike König, interviewed by Thisispaper