Giving every shape a clear function: that is what takes centre stage for Andreas Dimitriadis in the development of every design. With this in mind the owner of the Stuttgart design studio platinumdesign and his ten-strong team of designers, CAD specialists and model makers create products – including for the bathroom specialist Laufen – that offer the customer added value and have a strong emotional appeal.
Laufen already knows Andreas Dimitriadis from his time at Phoenix Design, where he was for many years involved in the development of successful premium bathroom series as project manager, and from 2003 also as co-owner. Since 2007 he has continued this fruitful partnership working from his own design studio Platinumdesign. He has designed several bathroom series and a faucet series, and has redesigned a bathroom series for Laufen. “I have now had close ties with Laufen for 16 years. Many married couples don’t last that long,” laughs Andreas Dimitriadis. “It’s probably because we are bound together by a deep love of the bathroom and of ceramics.”
With Laufen, Dimitriadis is fascinated by the Swiss approach to design: “Design by Laufen is a product personality in its own right,” he enthuses. “It has depth and substance you can feel. Even the work processes are original and authentic.” He is particularly taken with the material ceramic, which he understands as a human, authentic material of signature character. “Ceramic is not ultra-precise and not unbearably perfect,” reflects Dimitriadis, “but is organic by nature and thus empathises with the human body.” And he adds with a smile: “In the bathroom man is the very measure of all things – design is after all not an end in itself, but must serve man.”
Platinumdesign is not, however, only involved in bathroom design but, amongst others, also creates telephones for Siemens Gigaset, navigation equipment for Navigon and premium sewing machines for Bernina. “Ultimately we see ourselves as brand interpreters,” he explains, “focusing on our customers and their economic success. We simply give the brand a unique face.”