Interview with Florin Baeriswyl

Florin Baeriswyl first studied informatics in Biel (HTL) and in 1987 also received an industrial design diploma from Zurich’s Academy of Art and Design. He is the owner of the internationally active design agency, dai, which has a track record of working for arwa, Jet Aviation, Deutsche Bank, Nestlé and USM Möbelbausysteme, among others. His credo: turn the client’s brand value into an experience through the design. For arwa he created the “arwatwinflex” tap with its jet control that is flexible enough to be moved into any position.

Mr. Baeriswyl, what was the inspiration for the design of this special tap?
Florin Baeriswyl: A strategic idea – the design was to strengthen the brand through a design that is simple, easy to understand and representative of arwa.

Dynamic and soft, flexible forms in the product area of taps – the arwa-twinflex sets new standards, in terms of material, design and functionality. What challenges did you have to overcome in its development?
Florin Baeriswyl: The requirement was to implement function and aesthetics in a technically innovative way – the result consists of a spout system made of several functional layers. The hygienic tube at the core of the spout is held by a stable metal wrapping and then covered by a sheath, which can be produced in any possible colour.

What basic ecological ideas does the arwa-twinflex follow?
Florin Baeriswyl: It saves water and energy, is light in weight and, without fixed metal connections, it is easy to recycle.

What is important to you when designing a new product?
Florin Baeriswyl: The product has not only to be functionally and visually appealing, but also innovative and feasible for the client who commissioned it.

What is the secret of a good design concept?
Florin Baeriswyl: It has to be simple and impressive.

What economic significance does design have in an era of globalisation?
Florin Baeriswyl: Design is an economic factor and at the core of success. Top-notch design is indispensable in the high-tech area and plays a crucial role for international market success.