Frederic Gooris: Make the Users Heroes of Their Stories

Aviation, fashion accessories, baby products, lighting, personal care…The works of Studio Gooris span a wide range of industries. Whenever new clients come to the industrial design agency, the founder, Frédéric Gooris, is being asked with the same question: "Have you ever been involved in my industry?".

"I am not designing for your industry, I design for people," every time he answers.

Design is about Stories

Starting from the needs of people is his design philosophy, as well as how a design idea comes up. Look at the Pop-Up Booster Seat which can be folded into a book size. It takes care of the needs of the family when dining out, and makes the novice parents “heroes” of their parenting stories

"Product design is not about appearance, but about people's stories. Designers are to find out 'what people need to be the hero of their story.”, said Frédéric. A product that truly meets people's needs is attractive by itself, so he never says much but crystallizes the design idea into a few lines to win the trust of customers.

Cross the Boundaries

Gaining success in France, Italy, and Hong Kong, Frédéric proves that good designs transcend geographical boundaries. Young designers therefore shall look far and be open: “When you have a deep understanding of different cultures, you distinguish what is global. Then you can design a product that the whole world needs."

Frederic Gooris

Creative Director,Bombol Limited/ Founder,Studio Gooris

Trained as an engineer in Belgium, as a designer by Philip Starck (France) and Stefano Giovannoni (Italy) and as an entrepreneur in Hong Kong, Frédéric Gooris has over 2 decades of experience in creating iconic products by fusing innovation and compelling narratives for global brands and daring start-ups. Besides being a creative mind, he is also a driven entrepreneur: in 2009 he co-founded Bombol, the company behind some of the most exciting, innovative kids’ furniture, and is about to co-launch a new brand this year.