Today, I'd like to share something very personal and close to my heart. It's about Dieter Rams – the man who not only inspired me to become a designer but has also been shaping and inspiring entire generations of designers around the world for nearly 70 years. It’s an immense honor for me to have been a member of the jury in this year’s Design Europa Awards, where Dieter Rams received the Lifetime Achievement Award. This recognition is an indescribable honor and a source of professional pride for me.

For a quick reminder, Dieter Rams was born in 1932 in Wiesbaden and has been a true icon of industrial design since the 1950s. From a young age, he was fascinated by architecture and interior design, leading him to study at the Wiesbaden School of Art. His career took off when he joined Braun in 1955, quickly becoming their chief designer. Rams is the author of over 200 iconic projects that continue to amaze with their simplicity, functionality, and timeless style. His designs have earned a permanent place in the Museum of Modern Art (MoMA) – just one proof of his significant impact on the world of design.

Interestingly, many of you might already know this, but even giants like Steve Jobs and Jony Ive drew heavily from Rams' work. Jobs, known for his pursuit of simplicity and minimalism in design, was greatly inspired by Rams' philosophy, especially his idea that "good design is as little design as possible." Jobs aimed to create products at Apple that were both highly functional and visually pleasing, which perfectly aligned with Rams' design principles.

Jony Ive, Apple’s former Chief Design Officer, openly admired Dieter Rams and frequently referenced his influence. Ive stated that Rams' work was always beautiful, appropriate, and accessible, and that his designs for Braun set the highest standard in industrial design. The influence of Rams is evident in many Apple products, from the original iPod, which resembles Braun's T3 portable radio, to the iPhone's calculator app, which mirrors the design of Braun's ET44 pocket calculator. Ive once said: "The surfaces were unapologetically pure, perfectly proportioned, coherent, and effortless. (...) No part was hidden or celebrated, just perfectly considered and completely appropriate in the hierarchy of the product’s details and features."
Both Jobs and Ive credited Rams with shaping their approach to design. Rams emphasized removing unnecessary elements and focusing on usability, which resonated deeply with Apple’s design ethos, and also with mine. Optimization is king. This philosophy undoubtedly contributed to Apple's success. Rams formulated his famous "Ten Principles of Good Design," which have become a decalogue for designers worldwide and still define what makes a good design today. These principles include innovation, usefulness, aesthetics, understandability, honesty, unobtrusiveness, durability, thoroughness, environmental friendliness, and, of course, minimalism.

Despite his enormous influence on the design world, Rams always avoided the limelight, trying to escape the role of the "godfather of industrial design" – which he didn’t quite manage, because his humility is as inspiring to me as his projects. Dieter Rams is my master and icon, thanks to whom I started my adventure with design. His projects were like a light at the end of the tunnel for me, showing that design is not just about appearance but primarily about function and a sustainable approach. Being part of the jury that had the honor to recognize him with a Lifetime Achievement Award is undoubtedly one of the greatest honors of my career.

During the ceremony at the Friedrichstadt-Palast in Berlin, Rams received a standing ovation from nearly 2,000 guests from 42 countries. It was a magnificent moment that showed the immense respect and admiration his work commands. Rams, known for his modesty, encouraged those present at the ceremony to continue working on projects that have a positive impact on the world, which only further endears him to me and aligns with my own convictions that I’ve held for at least a decade. If you haven't yet had the chance to explore the works of Dieter Rams, I highly encourage you to delve into his body of work. His projects are lessons that not only every designer should study but anyone interested in the world around them. And I am proud to have contributed, even in a small way, to honoring this remarkable man and designer.

Thank you, Dieter. Your impact on the design world is immeasurable, and I am sure your legacy will inspire many generations to come.