There Are 9 Rejected Ideas For Every

The Defining Qualities Are About Use: Ease And Simplicity. Caring Beyond The Functional Imperative, We Also Acknowledge That Products Have A Significance Way Beyond Traditional Views Of Function.

If Something Is Going To Be Better, It Is New, And If It's New You Are Confronting Problems And Challenges You Don't Have References For.

The Absence Of Clutter Is Just A Clutter-free Product. That's Not Simple.

There's An Applied Style Of Being Minimal And Simple, And Then There's Real Simplicity. This Looks Simple, Because It Really Is.

I Think There Is A Profound And Enduring Beauty In Simplicity; In Clarity, In Efficiency. True Simplicity Is Derived From So Much More Than Just The Absence Of Clutter And Ornamentation. It's About Bringing Order To Complexity.