Isabell Gatzen - Exploring the “Frontier” of design
Isabell Gatzen hat ihr Studium an der ZHdK 2005 abgeschlossen. Sie lebt in Zürich, hat gute internationalen Verbindungen und ist eine produktive, talentierte Designerin. Ihre Arbeiten zeichnen sich durch Schlichtheit, Eleganz, Zeitlosigkeit aus, sind aber trotzdem immer irgendwie überraschen und neu.
Her 721grams candleholder won the German Design Award (a special mention) 2015. She showed her products at Blickfang Zürich last November and got "style approved" by the women's magazine Annabelle. So we can say with confidence that the community, experts, and customers respect her as a real design talent.
When the Creative Hub team met her for the first time, she had just returned from Bali where she developed a series of conceptual porcelain objects named "objectify". She brought some prototypes back from Bali and wondered whether she could or should go into production, to not only sell single products but to start her own home ware brand. At the time and up to date, Isabell Gatzen already manages her own design studio but she was looking for a broader concept to frame her work.
To realise her dream of an own brand Isabell found two partners in Amsterdam. Anna Mononen who specializes in marketing and her brother Tom who is well versed in the area of finances. Together with a Creative Hub Coach they developed a business plan and decided to establish the brand FRONTIER. They had the vision to “design, produce and sell products that elevate space, draw attention and make a statement”. Therefore Isabell created her Debut collection, which includes pieces of furniture and home accessories. Products like mirrors, tables and candleholders are made out of marble and different metals. The style is minimal, logical and functional with a creative approach and strives for timeless minimalism with a hint of playfulness.
The concept was proven at Salone del Mobile in Milan in 2015. Her Debut collection is already in production. The brand FRONTIER will be launched in April 2016 at Salone Satellite. The first products will available in Europe this summer. With Isabell we can observe the classical dilemma of the talented designer. They are good at what they do and feel the need to create own designs but they are also commissioned to do interesting design work. For instance part-time, Isabell is also involved in product design at “VIU”, a very successful Swiss start-up eyewear brand.
Every passionate designer creates new objects whether a company has ordered them or not. These objects are often sold independently via direct or indirect sales channels. At a certain point young designers come up with so many wonderful objects and naturally get the idea to start their own brand. However, selling independently or, even more so, creating and marketing a brand takes up so much time and energy that they start to doubt during the process, whether its really worth while to follow this path.
However, there is a time to design, and there is a time to take decisions (while still many variables up in the air). Isabell decided to start her own brand with the support of co-founders. We wish her the best and we are looking forward to the launch of FRONTIER in April.
