Transboundary Thinking With Experience & Affection Design With Soul
i-baby Exclusive Interview on The Founder of Mima in Spain
前言：2009年，优先款mima xari（宝贝行宫）童车问世，人们惊呆了，因为他们优先次看到一款全白色的童车。很快，xari成了时尚的代名词，受到无数辣妈追捧，风靡全球。2012年，mima品牌由i-baby引入，迅速刮起一股“白色旋风”。近日，借着xari“玫瑰金版”上市之机，mima品牌创始人之一Davy Kho接受了i-baby的专访。他的回答，未必都按提问的思路来，但全是肺腑之言，充分彰显了一名设计师的个性。
Premise: Mima xari was showed for the first time in 2009, everyone was shocked because they first saw only showed white strollers. Soon, xari became synonymous with fashion, alsogainedinpopularity by numerous hot mama and spread around the world. In 2012, theintroductionofmima brand to China by I-baby and quickly to blow a "white whirlwind".Recently, through the chance of xari "rose-golden" released, Davy Kho who is one of the founders of mima brand accepted I- baby an exclusive interview. His answer that not all according to the thinking of questions, but what he said were all words from the depths of his heart. That fully demonstrated a designer's personality.
i-baby: Mr. Kho，经常有人提到“前卫”这个词，用来形容mima xari童车。作为xari之父，您赋予这个孩子哪些特质，让他显得这样前卫，这样与众不同？
i-baby: Mr. Kho, we always use the word "avant-garde" to describe Mima xari stroller. He looks so avant-garde. As the father of xari, can you tell me how did you make it, he seems so special.
Mr. Kho：During my career I have designed many different kinds of product, ranging from public telephones and kitchen gadgets to airplane interiors and baby products. For each new project I try not to look at competitive products. For example, when I was designing xari I did not pay attention that much to other strollers on the markets. Instead I tried to get inspiration by investigating other industries, like the car industry, bicycle industry, luggage industry, sports shoe industry. This is my way to come up with innovative designs, and at the same time to rethink the product, always keeping the end-user in mind.
i-baby：What kind of designable inspiration is from your two children Do you have some special stories and details which are pretty sweet when you remind it
Mr. Kho：Our two sons are big already (13 and 15 years old), but I remember well how difficult it was, to be young parents. Without experience in raising kids, and nobody around to help us, as both my wife and I were living far from each others families. On top of that we didnt have enough money for a babysitter. So we can genuinely say that we have raised our kids all by ourselves (especially my wife of course). This has definitely given us the inspiration to build mima to where it is today. I remember well that our stroller got dirty so incredibly easy, which made it look really cheap. This had inspired me to look for other materials, like the leatherette material, which we use for the xari seat unit. This material is so easy to clean and the smooth surface makes the stroller truly look like the seat of an expensive car.
i-baby：Your experience is very special: you were born and grown up in different countries, and worked in different European countries later. These experiences are certainly having some impacts on your design. How do you think about it
Mr. Kho：Even though I was born in Indonesia (from Chinese parents) I grew up in Holland and had my design education there. However I started working as a designer in Milano (Italy), the design capital of the world. In Holland I was taught to analyse and think rational. In Italy I was taught to think and design with the heart. This, together with the many years of working in Paris, San Franciso and Spain, has shaped me as the designer I am today. I see myself as a global designer with a delicate balance between emotional and rational design.
i-baby：Now, transboundary design is a very popular trend. Apple invited the LV designer to design I-Watch. In China, a famous star ZIYI ZHANG also started design her own clothing brand. In your opinion, are you one of the members of transboundary design Do you have some designable impacts by the fashionable experiences
Mr. Kho：Whether you are an architect, a musician, a sculptor, a fashion designer, or a product designer, I believe the creative process is the same. We have a common mission: to create a building, a song, a sculpture, a dress or a product that somehow touches the emotions of people that use them.
I have a whole list of things I would still like to design in my career, like a car, a hotel or even a train. Lets see if I will have the opportunity one day to cross those loose “boundaries”.
i-baby：At the beginning, how did you decided to work with your wife to create Mima Art of design and Fashion design are two different fields, but you able to cooperate well. Can you share with us your story on cooperation it.
Mr. Kho：Somehow my wife and I clicked not only in love but also in work. Two creative people living and working together is often a challenge, as we are both very stubborn. But now we know what each other strengths are in terms of design, and our skillsets are very complimentary. With baby products, the right choice of fabrics, colours, materials, and accessories is crucial. Without my wife as a fashion designer, xari wouldnt be the product it is now.
i-baby：Could you introduce the new trends of baby products design in Europe currently Do you know the baby market in China Based on your experience, could you give the young Chinese designers some advice on work
Mr. Kho：As explained before I tend not to look at other products within the baby industry, so honestly I dont know about new trends for baby product design. I usually do my own thing when designing products, and try to set trends instead of following them. When we showed xari for the first time in 2009, we shocked everyone in the industry because we only showed white strollers. Today its not so strange anymore to see a completely white stroller on the street.
Two pieces of advice for young Chinese designers:
1.When working on a new design project, dont look at existing products, but try to conceptualize the project first. For example, instead of designing a stroller, think of concepts on how to transport a baby easily.
2.As a designer you have to be able to put yourself exactly in the shoes of the person you are designing the product for. It does not matter, whether you are designing a product for a 2-year Japanese old boy, a 30-year old American women, or a 90-year old French man. Empathy is one of the most important qualities for a designer to develop.
i-baby:A recent survey data shows that Mima is ranked the third on the top ten most popular high-end stroller brands that rise very fast. In this survey data, Stokke is ranked first and Bugaboo is ranked second. Can you explain the differences of Mima, Stokke and Bugaboo Can you look into the future prospects for cooperation with I-baby In the near future, what surprise will Mima will give us
Mr. Kho：和这两个品牌相比，mima太年轻了。我们仅仅开始了4年而已！买一台高端婴儿车，就像买车一样，无论你决定购买的是Mini Cooper还是捷豹，这一切都取决于你怎么定义你自己，怎么定义它。如果你爱上这辆车，他就会成为你性格的一部分。我相信这与mima是相同的。对很多人来说，购买mima往往是一见钟情。这就是我所说的“情感设计”的力量。
Mr. Kho:Compared to these two other brands mima is so small. We only started 4 years ago! To me buying a high-end stroller is like buying a car. Whether you decide to buy a Mini Cooper or a Jaguar, it all depends on if you identify yourself with it. You basically fall in love with the car, and it becomes part of your personality.
I believe this to be the same with mima. For many people that have bought mima its often a case of love at first sight. This is the power of what I call “emotional design”.
Im hoping that we can have a very long and fruitful collaboration with I-baby. I am looking forward to working closer with I-baby and possibly develop products together for the Chinese market. I am very curious to see where both our companies will be within 5 years from now. It will be good!
We are currently working on some new products, but unfortunately I cant give away any details. You have to be patient…
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