My idea is to bring happiness, respect, vision. poetry, surrealism and magic [to design]. We have to replace beauty, which is a cultural concept, wit… - Philippe Starck

I try to rediscover why that object exists at all, and why one should take the trouble to reconsider It. I don't consider the technical or commercial parameters so much as the desire for a dream that humans have attempted to project onto an object.

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.

You must have your own responsibility, your own consciousness.