14 May 2015

Israeli Design.
Innovation to Design

Text: Jessica Sicking, Susanne Heinlein

In form 259 we explore the design in a country that is mainly present in the media because of its political conflicts: Israel. At the same time it has to offer a vibrant and multifaceted design scene, at whose protagonists we took a closer look. You can find more portraits of Israeli designers and studios both in form 259 and form Dossiers.



Since the founding of Innovation to Design in 2001 the company has realised a number of global projects for well-known companies with a broad expertise from medical instruments to mass-produced electronic devices. Partly responsible for its success is – according to co-founder Elisha Tal – the open social structure in Israel, which nurtures innovation and encourages entrepreneurship.


Studio: Innovation to Design (I2D)

Website: i2d.co.il

Year of foundation: 2001

Employees: 10

Fields of work: medical, consumer, wearable, industrial, retail, toys, cosmetics, etc.

Clients: Soda Stream, San Disk, Hisense, Tiny Love, Safe Net, Landa, Stratasys, Medronic, Biosense, etc.



In your opinion, what is special about design in Israel?


Design in Israel can be divided into several categories. First, high-tech: Israel is leading in technology and innovation in many fields and as designers we have the opportunity and important role to translate these developments into unique products. Second, academic design: Israel has several leading design schools and numerous design focused museums, museum departments and galleries, which cultivate a thriving conceptual design culture. Third, designer and maker: in Israel the practise of designers as makers, designers as entrepreneurs is widespread and adds an additional dimension to the design field.



What characterises your work respectively your design and style?


I2D’s design strives for innovation, real value, refined user experience and a simple accurate long lasting and iconic look.


How important do you feel is the collaboration with national and international clients for your company?


At I2D we work internationally, we have clients abroad including the US, China and even the Philippines. The international collaboration is very important; the cross-cultural dialogue is conducive to achieve a better end result.



Which goals do you have when it comes to selecting new projects or clients?


Typically we prefer projects that allow for in-depth research and a thorough development programme.



What is it that makes Israel so attractive for companies in the fields of industrial design and entrepreneurship in general?


Israel is a country of immigrants with open social structures and a character of improvisation that facilitates a culture of innovation. In addition, the service in the Army and the early knowledge of high-end technologies encourage strong bonds between people that are then translated into start-up ventures.


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