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REDDISHSTUDIO * INTERVIEW  reddish naamaidan02


Reddish studio focuses on keeping its designs clear and intriguing , and spends most of thetime helping objects feel better about themselves.The studio works with clients, giving them design services from new concepts to final productplanning, and in the same time initiates projects – for exhibitions and worldwide distribution.Reddish was founded in 2002 by Industrial designers Naama Steinbock and Idan Friedman.
Both born in 1975, graduates with distinction from H.I.T (Holon Academic Institute of Technology), Israel.
Since 2006, Naama had been teaching in the Industrial design department at H.I.T.
A · Firstly, can you tell us a little bit about yourself?

Hello, we are Naama Steinbock and Idan Friedman.
We’re both industrial designers and we founded Reddish studio in 2002, and we’re based in Israel.
We were both born in 1975 in the same city, but we first met only 22 years later.
We have been leaving and creating together for the last 10 years.
We both love ice cream, however, Idan love chocolate ice cream and Naama thinks it’s too bitter and too sweet. We have a big and clever dog that thinks she is human and we drive a big and stupid car that has psychological issues.


B · What’s your favorite part of the design process?

Each process is different and has his own dynamics – the initial brainstorming stage It is the most confusing part but the most promising one at the same time (“Brainstorming” is a cool expression), the developing part is usually quite relaxing because you have a path to walk trough, working on details is almost a religious task (god is in the details, isn’t he?), and, of course, prototyping is the ultimate high – picking the fruits of your labor.


C · Please tell us more about your design background and what made you become a designer?

Idan: We came to design studies from different backgrounds. Naama first thought she wanted to be an architect and I first thought I wanted to be an artist. We ended up understanding that product design is really our main passion, we met in the university, and then we fell in love during a boring morphology class.

D · Where do you get inspiration?

Inspiration is all around, It is just a matter of keeping your eyes open and try to look at the surrounding in a fresh way. In addition, observing other cultures is always inspiring – you are exposed to other points of view, and can better understand your own culture by comparison.

In order to stretch boundaries you must understand them first.

E · What was the movie or book that impressed you the most?

Naama: As a teenager I was very impressed with “1984” by George Orwell. Recently I loved Murakami’s “The Wind-Up Bird Chronicle” – there’s some crazy shit going on there….

Idan: I really enjoyed “Moon”. It is a psychological sci-fi film by Duncan Jones. Couldn’t say it the most impressive movie i have ever seen, but it strangely popped in mind.


F · Can you describe your style, how has that style developed over the years?

People always tell us they can recognize our style, but personally we don’t think about it.

It is important for us to enjoy the projects we do and to be brave so they must have a personal touch. Since objects are helpless on their own, we always try to take good care of them and to design them to have strong self confidence.


G · For you what makes a product rare?

Idan: A product that makes you experience something new is not easy to find.

Naama: Don’t over cook it…


H · Regarding the future, are you afraid of something?

Stupid people.





louis 900
Table lamps.
Louis 900 is a series of lamps made by the use of antique furniture legs from various periods
and origins. A simple set of actions transforms each antique leg into a contemporary light.
Although sharing the same minimalist structure, the different antique styles add their own
story to the final design.
Materials: wood, aluminum
Size: 30L X 30W X 40H cm
Aluminum cast tables and stools.
The starting point of each piece is a block of polystyrene.
By incorporating manual labor in the process, the beautiful
characteristics of the material are being used to form endless variations .
Materials: aluminum
A gradient cabinet.
Sucker incorporates two approaches to furniture design.
Instead of choosing between the two, the furniture appearance
changes from a bare natural material to a synthetic unifying color.
Materials: wood, steel
Size: 40L X 2 0W X 12 0H cm
visit reddish studio at:

REDDISHSTUDIO * INTERVIEW  pinit fg en rect red 28

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