INTERNATIONAL WOMEN'S DAY: INTERVIEW WITH JOA HERRENKNECHT

For International Women's Day, we have thought of something special for you and interviewedan inspiring designer from Germany. Joa Herrenknecht tells us more about the importance of women in the design world and the challenges she faces every day. She reveals to us what her creative heart beats for and gives us an insight into an exciting design collective of eleven independent designers from Berlin. 

1. Tell us about your career path.

I am a product designer and have a design studio in Berlin. After my product design studies at the HfG Karlsruhe, I studied graphic design in Sydney and then returned to Germany 10 years ago, to start my own studio there. Berlin seemed to be the best place for it at the time and I still love the city. During my studies, I did internships from time to time, for example, I assisted Patricia Urquiola in Milan for a year or worked with an architect. I believe this also helped me to shape and realize my idea of my own studio. Today, I work for clients in the furniture industry - for example Bolia from Denmark, for whom I design new products, such as a sofa bed, a lamp, carpets or accessories. 

2. Your personal favorite among your works? 

It's like with children, I can't decide - each product has its own charm. It's clear that all my energy always goes into my current project - that means I try to completely rethink each project. What is its purpose? How can I improve it? What I like is that I have never committed myself to just one material or object - this keeps me detached and free in designing. This is very challenging and at the same time exciting. 

3. Where does your designer heart bloom? Where do you sparkle with creativity?

There are incredibly many ways to design a product. The selection of fabrics and materials is immense - and yet in my work it is always about reducing the form, being clear and leaving the function recognizable. But I also want to breathe a little life into the products by highlighting a small detail or exploring the function. My heart especially opens up when I have the opportunity to realize my ideas and these are well implemented in dialogue with the manufacturer or the craftsman.The manufacturing process up to realization is very exciting. 

4. What special significance does the "feminine note" play in the design world for you?

 For years, design and architecture were predominantly male-dominated, but I believe that is changing and I think it's important that there are more women in product design. 
Since we develop products for our living space, it makes total sense and is normal that female designers also design these. For me, 'feminine note' does not mean that the design suddenly becomes soft, but that experiences or considerations from a different perspective flow into the development with influence. This diversity is important - in everything. 

5. What challenges did you face as a woman in your career as a furniture designer?

Studying and the first few years were not a problem - the crunch came with motherhood. When you have two small children and are self-employed, work becomes a balancing act for every woman. But these years are incredibly important for a career - so between mid-30s and mid-40s. I know some who have stopped at this point. You need a lot of energy and courage for the job, which thrives on you being active, going to international fairs and talking to new producers - and constantly designing new things.There are not very many well-known female designers, which is why I have deep respect for female designers who also have children. By the way, this is also a reason why I did my internship with a woman. I wanted to know how one can manage that!

6. Who is behind the project "Matter of Course" and what makes this project so special? 

'Matter of Course' is a design collective that I co-founded. It consists of eleven independent female designers, all of whom have their own design companies in Berlin. There are very different designers involved; some make objects themselves, others have them made or work with companies.But all are self-employed, have about 10 years of professional experience and have received several awards for their work. Last year, during Corona, we teamed up because we wanted to network better. Suddenly all the trade fairs were cancelled and we didn't see each other anymore... For the founding of the collective, we showcased our work with a photo series in AD Magazine and at the same time organized an exhibition at the Friends Space in Berlin. This year we will exhibit at the Salone in Milan in June. The collective is mainly about tackling exhibitions together, generating an exchange and jointly tackling larger projects. The fact that we are only product designers has happened naturally, but it's also quite nice - there is nothing like this in Germany yet. 

7. What is your shared vision that drives you forward?

Each of us has a real passion for design and it's about telling our story and our work. But it's also about showing that there are female designers in Germany - and strengthening them. As a collective, you automatically appear as a community, which is very pleasant.  

8.What has encouraged you in your life to achieve your goals?

My parents, both of whom have an incredible will and have passed on a portion of it to us. But there have also always been personal encounters in my life with admirable people, such as Patricia Urquiola - from whom one can learn a lot. Knowing what is possible certainly drives one to achieve one's own goals.  

9. What would you like to pass on to other women for their life/career path?

You go girl! Get started, believe in it, do it - and network. It's important to follow your own path and bring perseverance and trust. 

@studiojoaherrenknecht                 #joaherrenknecht