Since you founded THRU, what has completely changed in your way of working, and what has remained the same—and you’re glad it has?
What has completely changed in our way of working is understanding that design doesn’t just communicate through form but also through movement. Working within this new paradigm opens up a new door in the design process, where often the expression needs to be more present in how something moves rather than just its shape. We could say that when we founded THRU, we started working with an additional factor in design, and we believe that incorporating it into the natural design process makes a lot of sense today. What has remained the same—and we’re really happy about it—is that the idea always comes first. Before, the idea came first, and then the form; now, it’s the idea first, followed by motion or form. But the idea always comes first. For us, the foundation of the design process is built on team conversations, self-critique, and throwing many, many things into the recycling bin—and that remains very much alive in the studio.
