Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.

There's an applied style of being minimal and simple, and then there's real simplicity. This looks simple, because it really is.

But one of the things that really irritates me in products is when I'm aware of designers wagging their tails in my face.

We shouldn't be afraid to fail - if we are not failing we are not pushing. 80% of the stuff in the studio is not going to work. If something is not good enough, stop doing it.

True simplicity is, well, you just keep on going and going until you get to the point where you go... Yeah, well, of course.

I think it’s a wonderful view that care was important – but I think you can make a one-off and not care and you can make a million of something and care. Whether you really care or not is not driven by how many of the products you’re going to make.

As a kid, I remember taking apart whatever I could get my hands on.