2017 SHORTLIST
PETER COOMBS DESIGN
Category
DESIGN STRATEGY
SPORTS AND LIFESTYLE
Design
PETER COOMBS
About
My Design practice specialises in 3d metal. Master silversmith and jeweller always seeking new solutions. I have worked on creating better eyewear since my first pair in 1985. I am very intereseted in understanding, testing and pushing the limits of materials and processes in a quest to deliver refined Luxury Eyewear.
Clarity of Purpose and Context
I am always seeking new solutions. As a designer, my goal is create better and more interesting frames. This goes right down to their base construction. Spectacle frames have not changed much in 100years; I seek to upset the balance and set a new normal at a much higher level of design.
I work in the luxury part of the market where afficianados seek beautifully designed and constructed eyewear.
We share our design story here in Australia but also see US/Canada as enormous markets for us - especiallyas language is not a barrier.
Bottom line: I deliver design solutions, where frames create a new story (a new normal) for the wearer.
Customer and Market Immersion
There is a very large section of the eyewear market where people really care little more than price. My market are the afficianados and collectors where it is less about price and more about wearable art / design.
We have set ourseves within the luxury market, launching our 4 O'clock Collection in Paris in 2014.
Launching the base collection was about sharing a design idea and from here we have identified further requirements
through conversation whether anecdotal or directly thorugh those we consider mentors.
Having shown and shared, we have learnt about local markets wants and likes. The reasons and requirements evolve and we continue to learn from this.
Most recently we were invited to be part of LOFT in NYC as part of Vision East. LOFT has been running for ten years with a cap on eight exhibitor only. This year they opened it up to sixteen and we were thrilled to be invited. Apart from anything else this seriously raises our profile in the US Canada markets.
Disruption
The key here is to deliver cutting edge eyewear which make people feel good.
There are some instances where we have adjusted styling after anecdotal evidence, but for the most part we are trying to create something new; ideas which have not been seen or imagined before.
There are many eywear design houses who follow fashion, this is not who we are nor the market area in which we work. We learn as we design and make. Its all about fitting the face and understanding perecption. In some case wht was designed with males face in mind are being purchased by females and vice versa.
Shape and sizes are sometimes cinstricted by optical requirements and the optical illusion certain lenses create. We have learnt much about optical frames as we come up against a new scenario whether different faces, differents syles, different pupil distnace (affecting bridge size) and lens combinations.
We set out to lead, but importantly we can also react and taylor make or fit specific requirements.
Design Leadership
It is my business, I am a designer + President Design Institue of Australia SA/NT, National Councillor and member of the National Executive.
I live for design.
My life is about design and through my practice and position seek to further the greater understanding and requirement for good design. Changing times usually equates to changing ideas and at this point in history, I believe good design has never been more necessary.
Within my practice I stay abreast of changing ideas, new materials, new processes. I am forever moving forward, however a solid grounding and understanding of old tech has delivered some great outcomes too.
Business Model
I work every day on design - ideas and their development from abstract to reality are my life. Without sounding too monastic in my approach, this is my aim in life. I have never been interested in following trends and fashions, yet try to be a leader in my field.Realistocally the only thig holding me back is time (and too many great i deas) and thus there is much scope for expansion.
Sustainability
All of our products can be repaired and restored. They are made with the notion of 100 year life…We are not designing for fashion however there are always echoes of the current zeitgeist in anything you do.I hope the pieces I create have a dgree of timelessness, with the ability to bridge genertions and eras.
Commerciality
Design has always been a key part of my business - I am a designer.
I have seet out to create something new, a re-imgining of how a frame may be created, the material used and the ways in which materials are used.
Despite making eyewear ( and others ) since 1985, it is only recently we have stepped into larger production. This is still small production. We have immense possibility to scale up. Everything is designed for production.
We are always seeking new notions on how to produce and utilise machines in new ways.
We launched in 2014 and have since then created a new market for ourselves. Mostly USA & Canada but also here in Australia and New Zealand.
We managed a full front window and show in the Rockefeller Builing as part of New York Fashion Week 2016.
We had a RetroSPECtive showing at a Gallery Atelier in Battery Park NYC in March 2107 and most recently were invited to to be one of sixteen exhibitors as part of LOFT NYC. Apart form anything else, this has raised brand recognition and the raised profile has definitely assisted in our quest.