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26/04/2007
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ENO’s lesson in simplicity
Within Hall 7 that houses now! design à vivre, a new production company caused quite a stir during the last January session. Buyers were lining up to obtain exclusivity contracts and the purchasing orders were being placed at top speed.
The MoMa of San Francisco was charmed by this non-elitist design as were similarly the Japanese Takashimaya, The Conran Shop or Bloomingdales. After one year of work to put together the catalogue of 150 products, Jean-Dominique Lèze and François Bernard were finally able to catch their breath: the Eno brand (Edition of New Objects) took off. "The novelty effect played in our favour. We won over the retailers with 80% of our orders placed by international or foreign customers. Now it will be necessary for us to connect with the end-users and we must not let anybody down during the next session", humbly counterbalances Jean-Dominique Lèze. The philosophy of the object according to Eno turned out to be quite accurate. Advocates of the "elitism for all", the co-founders chose to highlight renowned designers with aesthetic and functional objects. "We no longer want disposable gadgets. People want to return to the essence of things with useful, intelligent, more simplified and more contemporary objects and that subsequently take up less space. We’ve noticed a return to design with a purpose", analyzes this former employee from Mis en Demeure, D’un Jardin en Plus and also from 107 Rivoli. This way of thinking held the attention of the designers sought out by François Bernard, the co-founder and artistic director of the brand. From Paola Navone to Arik Levy, as also with Douglas Legg, Gijs Bakkertous, Donata Paruccini…, all the designers appreciated the idea of working with materials in all freedom, with the exception of plastic, and to design objects for the various rooms of the home by placing the stakes on the intelligence of the object and its accessibility in terms of price. "We are going to expand the family", already announces Jean-Dominique Lèze. The goal? "To acheive a turnover of 1,4 million euros in the first year and to get a return on our investments by 2008 by doubling the financial results". A business that seems well on its way.
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(Fuente de información: Maison Objet Presse)
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