EVERYDAY REIMAGINED

“We live surrounded by objects. Everyday life is saturated with things made for every task, taste, need and budget, in every colour, size, texture and material. The result is abundance without restraint. For designers, this raises a fundamental question: is there a real need to add more objects? In a world already dense with things, the act of introducing another demands clear justification.

This is where Everyday Reimagined, the core vision of the Brand, comes in.

It doesn’t make sense to simply produce more of the same, adding needlessly to this metaphorical pile of things. It is the pursuit of the new, the creative, and the unexpected that gives my designs their purpose. The objects we use today are the result of thousands of years of development and innovation, driven by necessity but also by an enduring pursuit of beauty. We need things to work in order to live a full and comfortable life, but function alone is not enough. Aesthetics is just as essential. As British writer and thinker Alan Moore puts it, “Beauty is key to everything”.

The design process begins with questions. The first is always the same: what justifies the existence of a new object? Design should not be an exercise in producing variations of the familiar. Its role is to challenge conventions, unsettle expectations, and prompt a re-examination of what is taken for granted. The world is not static. Technology evolves, societies shift, and human behaviour changes accordingly. If the context is in constant transformation, why do so many objects remain unchanged? A deeper enquiry is required—not only whether form follows function, but whether this relationship is sufficient, or whether alternative approaches can offer more relevant solutions.

We need to look at objects with fresh eyes. This is what Everyday Reimagined stands for. It requires us to use our intelligence and playful inquisitiveness to question the norm, and to rethink objects that, over time, have become invisible. Questioning should be continuous, and the everyday should never be accepted without scrutiny. The objects in the collection offer an opportunity to experience the world differently.

Moving beyond what is familiar allows imagination to expand and problems to be addressed from new perspectives. This process of self-challenge is essential, not only to design, but to growth itself. Asking questions, stretching our understanding, and finding meaning in our surroundings are fundamental aspects of being human. That same humanity is rooted in the need for connection: to feel part of something beyond ourselves. I invite people to connect with my work, to enter into a conversation between designer, object, and user.

Ultimately, Everyday Reimagined is rooted in the creation and resolution of a series of tensions: between unfamiliar form and familiar function; between intellectual challenge and emotional connection. These tensions define its essence and sit at the core of my work."

– Mike Simonelli

February 2021