Theres a stronger focus on design

Dear Nadine Kümmel, you took part in spoga+gafa's former young talents competition on two occasions. What were your experiences and how did the competition support you at the beginning of your career?

The competition really was a great experience for me. To actually be selected twice consecutively and be allowed to present my furniture at spoga+gafa was something very special. It gave me the opportunity to come into contact with many established companies from the industry, hold valuable discussions and gain insights into the demands of both the market and the manufacturers. What's really nice is that I also got to know manufacturers during my first participation that I still work closely together with today. These experiences decisively supported my career start and gave me important impulses for my subsequent path. And last, but not least it was incredible fun!

You design among others outdoor furniture for renowned manufacturers. Which aspects play a special role in their design for you?

When designing outdoor furniture it is especially important to me to keep both the users and the alignment of the producing company in mind. For me a coherent, well-coordinated series is one of the nicest solutions, because this offers the customers manifold design options and interlinks the products harmoniously. I find it equally exciting to occupy myself intensely with the respective company's production possibilities - find out what is feasible and ultimately work out the best option with them. For me this interplay between creativity, user friendliness and technical practicability is a key element of good design.

The top theme of this year's spoga+gafa is Design Gardens. How would you describe your own design concept?

I originally worked in the interior design and product design segment and this perspective still influences my design concepts today. For me Design Gardens is a theme that has developed significantly over the past 15 to 20 years. Whereas in the past the emphasis lay on the functional usage of a garden, today there's a stronger focus on design, aesthetics and personal well-being. Whereby the functional part hasn't actually fallen away totally, because the garden remains to be a place for activities, recreation, fun and games and also growing vegetables is still a theme. At the same time, the garden is increasingly becoming a section where design plays a central role. The design and quality requirements are becoming more demanding for both relaxation furniture and functional garden products. It is about creating spaces that convince in terms of their functionality and which at the same have emotional appeal – places where different activities and enjoyment go hand in hand.

Sustainable concepts is one of the main focuses of your studio. What developments are you observing regard this theme within the garden industry?

Sustainability is a very extensive topic and it isn't actually always simple to think outside the box in the daily business routine and tread new, more sustainable paths. The concept of more sustainability is omnipresent today, but its consistent implementation remains to be a true challenge. For me quality plays a key role in this connection - together with flexibility. That is why I often design multifunctional solutions that can be implemented in manifold ways and thus considerably extend the service life of a product. For me, in addition to the materials used, sustainability also encompasses aspects like intelligent transport concepts or care instructions. Often small adjustments can be made to ensure that the design of furniture and products becomes more sustainable.

Where do you see further challenges for the work of designers in the future?

I think one of the biggest challenges today and in the future lies in the fact that it no longer suffices to merely provide good designs, adapt to suit the brand and production methods and understand the customers. It is also becoming increasingly more important to position oneself as a brand – making oneself and one's work more visible, also often via channels such as the social media. I don't always find this easy myself. I love tinkering around with concrete tasks and see myself more as a problem solver. I love working with production firms and companies - for me the most exciting solutions arise from this. Building a large public presence or regularly standing in front of a camera, on the other hand is a challenge that I still have to grow into. I enjoy giving interviews or holding lectures, but I find it much easier discussing many things in a direct dialogue with people. But today reach is more and more often part of the overall package – and thus much more than simply making one's own design visible. I hope designers and companies will cooperate more closely on this point in future.

On 24.06.2025, at 10:45 a.m., Nadine Kümmel will give a lecture at spoga+gafa on the topic: Of Bees and Flowers or What Design Brings to the Garden (Business)

More about the event: https://www.spogagafa.com/event/what_design_brings_to_the_garden_business/