I think if I directly design their apartment, I will not help them... If you are rich and famous and you buy an apartment (house) and you don't know what to do, you will rent an interior designer. But in the end you will not make your own home. You will take the prefab life made by your interior designer and that is stupid. With ICON you will do it yourself.

I outlawed the word 'user' in all company meetings, and insisted it be replaced by the words 'my friend', 'my wife', 'my daughter', 'my mother' or 'myself'. It doesn't sound the same at all, if you say: 'It doesn't matter, it's shit, but the user will make do with it', or if you start over and say; 'It's shit, but it doesn't matter, my daughter will make do with it.' All of a sudden, you can't get away with it anymore. All of a sudden, you can't get away with it anymore. There is an enormous task to be done with this kind of symbolic repositioning.

[M]y main task when I was artistic director at Thomson for four years: to make the company virtuous. Not because there was a desire there to do evil, but because they had simply forgotten their purpose in life - to be of service, to use their skills to be of service. It is essential to try to play the role of a friendly "enemy within". That is, to catch the interest of these big companies so that they make money available, and research facilities, and distribution networks, for this return to what is the origin of all their activities - to serve others. It even means changing the words they use. One of the things I did at Thomson was to change their name. Thomson used to be called TCE, Thomson Consumer Electronic, and I asked them: who wants to be a "consumer of electronics?"

I'm trying to move towards making objects which are honest, objects for non-consumers, for "modern rebels". Look, there are already millions of excellent chairs which are very comfortable, lamps which provide light, and so on. Is it necessary to create any more? The only question is: what will it bring to the human being who is going to use it? The urgent thing today is not to create a car or a chair which is more beautiful than another; what is urgent is for us all to fight with every means at our disposal against the fact that something is becoming extinct: love.

[At Thomson] the other important thing I did was that I outlawed the word "consumer" in all company meetings, and insisted it be replaced by the words "my friend", "my wife", "my daughter", "my mother", or "myself." It doesn't sound the same at all, if you say: "It doesn't matter, it's shit, but the consumers will make do with it," or if you start over again and say: "It's shit, but it doesn't matter, my daughter will make do with it. All of a sudden, you can’t get away with it anymore. There is an enormous task to be done with this kind of symbolic repositioning.

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A toothbrush is 28 grams of matter, 28 francs to buy and it's made to get rid of scraps of meat from between the teeth. Every gram of matter must provide its service as best it can. My trade is to be a producer of fertile surprises, an opener of doors in people's head.

Today, the problem is not to produce more so you can sell more. The fundamental question is that of the product's right to exist. And it is the designer's right and duty, in the first place, to question the legitimacy of the product, and that is how he too comes to exist. Depending on what answer he comes up with, one of the most positive things a designer can do is refuse to do anything,

I manage by absence. I go to the office two, three days a month, and those are the worst days for me. So the people on my team do what they want, when they want, but the results have to be perfect, crystal perfect. I cannot accept laziness or something that is not intelligent or any type of delay. If we say we will deliver a project on the 20th at 5 PM, on the 20th at 5 PM we shall blow the minds of the people we’re presenting to.

It is important to inject love into the place where you live. It is not healthy to rent an interior designer to create a home for you because it is not good to live in another person's fantasy. People should select for themselves and stamp their own identity on a place. They should mix and match everything to make their own cocktail.