Bjรถrn Kusoffsky
Analysing and communicating an existing design business model.
who do they work with?
Since opening its doors in 1998, BjÜrn’s studio, Stockholm Design Lab, has attracted clients from Sweden and beyond, including SAS Scandinavian Airlines, IKEA, Moderna Museet, Ustra Stadtbahn (Germany), Hyundaicard (Korea), Askul (Japan) and the 53rd International Art Biennial Venice (Italy).
A member of Alliance Graphique Internationale since 2000, Björn is represented in the design collection of the National Museum of Art, Stockholm. His work has been exhibited in Tokyo, Berlin, Moscow, London, New York, Mexico, Helsinki, Köln and been featured in numerous magazines such as Wallpaper, The Wall Street Journal, Elle, GQ, Creative Review, Print and Esquire, and he has taught and lectured widely.
Björn’s work has been recognised with numerous accolades, including Gold Cannes Lions and British D&AD, Red Dot Design and Swedish Advertising Association awards. He has also received the special distinction of an award for Excellent Swedish Design.
“Design has become one of the most important assets for international brands; clever solutions that last will build brand equity and uniqueness. The painful work today, to find a simple and strong idea, will give value and dividends for tomorrow’s consumers and enterprises.” - Björn Kustoffsky
forms
values
of
Co-founder and creative director of one of Europe’s most influential multidisciplinary studios, BjÜrn Kusoffsky espouses a design philosophy based on the fundamentals of simplicity, clarity, openness and innovation.
created
1. Concept Explore new material Simplification of forms by reduction of ornament Reject historical precedents
ockholm esign ab
2. Scandinavian design democratic design, Swedish design Minimalism: Simple design (line, form, shape) Vibrant Colour Functionalism: Focus on needs (physical and psychological) Social Responsibility: Sustainable packaging Special needs communicty
IKEA Packaging Environmental friendly packgaging Symbol, typography for packaging manual Simple pictures to show product - internationally understandable
IKEA FOOD Herring can product (pull tab is the fish head and eye) simple, fun and with aesthetic value
Vardaproteket Cartoonish images derived from basic shapes and forms, vibrant colours - break stereotype hospital/pharmacy atmosphere
SWEDESE Catalogue Simple Layout Breakthrough - convey metaphysical rather than practical aspects of furniture
Designed to fit to all sorts of application Colour - not just to attract but to serve the human psychological needs of wanting to get better from illness
what forms of value do they create?
Stoc Desi Lab
what kinds of income streams do they have?
Major clients and Major streams of income. IKEA, SAS Scandinavian Airlines, Moderna Museet (Sweden), Ustra Stadtbahn (Germany), the Hyundai Card (Kora), Askul (Japan) and for the 53rd International Art Exhibition Venice (Italy).
what kinds of costs might they have? When we analyse what costs are inccured with this design business we need to break it down into two groups that is fixed costs and variable costs. Variable costs are those that increase directly in proportion to the level of sales. Some examples would be the cost of production (such as printing, prototypes), materials, external photography or illustration costs, delivery charges, costs of materials such as photocopy paper and wages of part-timers or freelancers employees. Fixed costs are those that remain the same regardless of your level of sales. Some typical examples would be rent, interest on debt, insurance, computer and printer expenses and salary of permanent full-time designers.
1. 2. 3. 4. 5. 6.
Studio Computers : $6000-$8000 Programs (e.g. Adobe CS, MS Office, etc) $3000 Professional Indemnity Insurance: $250+ (per year) Telephone & internet: $90+ (per month) Website domain name and hosting: $200-300 (per year) Wages for your team
1.1
7
% profit before interest and tax
$ million annual turn over
10 employees
16
years in business
Reference Mind Map: www.mindmeister. com/296672092/stockholmdesign-lab Images: www.designboom.com/design/ bjorn-kusoffsky-stockholmdesign-lab-interview/ Information: www.dubailynx.com/awards/juror. cfm?tran=6046&tran=6499&juror_ id=6# www.agideas.net/next-live-event/ speakers/bjorn-kusoffsky/
Designed by: Nick Symeou s3310519 & Alex Darkovski s3287617