Interview with Joey van Beek

Joey van Beek ("JVB") interviewed on Friday, 13 May.

Could you please tell us about your experience as a designer, artist, architect or creator?

JVB : It may sound a bit strange, but the only experience as an artis that I have is: my office, canteen and now “Steel-U”. Because I grew up in the company of my father, my entire life has been around the bulk handling industry. So my education was Mechanical Design and Engineering because that was then the most logical thing to do. This means; that the world around art and design is completely new to me. A’ Design Award is for me the starting point for this amazing journey. What does help me personally; is that despite everything is new, it feels natural to do and like if I have been doing this for a longtime.

How did you become a designer?

JVB : At the company that my father and I have, we wanted a new office. So we went for the industrial look and found out that we also needed a new desk. Between the scrap metal there was a 45mm thick steel plate of 3x1.5m what just made sense to be used as the top of our new desk. After finishing the new office I got a lot of positive feedback from people about the desk, so I thought: why not start a business. After done that, I wanted to have at least be able to show people more than just a single desk, so I came up with the idea to change the canteen into a mini showroom so people could also experience the designs I had in my mind and not just hear about them. I noticed when I was making the main table for the canteen I got more and more energy every time I was thinking and working on it. I knew I was hooked to designing at that moment and wanted more. Because I did not knew where to start I was looking on the internet how the “design world “ works and came across A’ Design Award. I thought to myself; if I could get an award that would be the ultimate way to start my new journey, so I applied and now I am more happy than ever that I did.

What are your priorities, technique and style when designing?

JVB : The priority for me when making a design, beside trying to push the boundaries and the way it make people think, is the experience the client has during and after the process of making a table for them. The way I work; is that, if possible, the client first comes by at the company to get an idea of what is possible and how I work. We then get to know each other so that I can get an idea of what is unique about this client. During that conversation I have two check-lists. One, for functional information like dimensions, location, etc. And then another check-list for abstract information. For example; what is your favorite shape: round, square or a star? Or: what is your favorite element; water, fire, earth or wind? I then use all this information as inspiration to come up with a design that resembles a part of the clients personality. I then draw that design on paper in front of the client and after approval I will start production. There I use 3D software, plasma-cutting, CNC-milling but also forging, casting and sheet metal work to get the required design.

Which emotions do you feel when designing?

JVB : When I have a new idea I am super exited to the idea and to get started. Then during the production-process I feel very relaxed and I am really enjoying the process of an vision becoming reality. And when the production process is fished, I feel proud and fulfillment.

What particular aspects of your background shaped you as a designer?

JVB : In the company of my father and I we provide solutions to that industry. Because of that I am always required to visualize solutions in my mind before they are made an reality. Also I am required to be able to think outside the box. I think because I am doing this for many years, I can apply this also in making my new designs. I also noticed, that if you are able as a designer to explain to some-one else your design in such a way that are able to also visualize the design, it really makes the process a lot easier for both parties.

What is your growth path? What are your future plans? What is your dream design project?

JVB : I hope first that people will know who I am and what I am capable of. And from there I hope all kinds off new opportunities will arise. I hope one day that my designs will be wanted all over the world because that will bring along a lot of beautiful journeys. One thing I do know for sure, is that I will stay true to myself as far as what I like to do. But for me the dream at this point in my life, is that if I could do what I love with then also being able to provide an income with that for my family.

What are your advices to designers who are at the beginning of their career?

JVB : That everybody should never forget that success without fulfillment is failure. Know what you are good at, but also what your weaknesses are. This way you can prevent choosing the wrong path on an early stage. Everybody has an opinion but if you think that a certain decision is the right one, stick with your gut feeling. The only wrong decision, is not making any at all.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

JVB : Always make sure when designing for a client to always listen to them, but also be honest if you cannot live up to their expectations. Sometimes, for example, certain designs are just not possible and the client should deserve to be told that. As a designer you are the expert in what you are doing, the client is just very excited, but will need some guidance from time to time. And if you are designing something that should tell a story, make sure that audience also understands it and not only you, or only after a complicated explanation.

What is your day to day look like?

JVB : Currently I am also still running a company with my father. This currently means waking up between 4 and 5 am and then working at the company until 4 pm. Then working out until 5 pm. Diner until 7 pm, designing until 9 pm and going to bed at 10 pm. My goal within a few years is to get up as early as I can. Preferable between 4 and 5am. I still feel like if I am ahead of everybody else and that makes me relaxed. I then take time to take a nice breakfast, read a book and then go to the office. My mind is then still clear to take in information what I will try to implement that day. This way I can try to improve everyday just little bit. I check my emails first and then go to the workshop. Then at lunchtime, if possible, I would do some exercise first and then enjoy lunch where I can think about new designs and project. Then I check my emails and go back to the workshop. I try to stop at 4pm so I can have diner ready for my family in time so we can enjoy as much as we can together in the evening.

How do you keep up with latest design trends? To what extent do design trends matter?

JVB : To be honest; I don’t. The reason for this is, that I want to see what my mind does and create with minimum amounts of input regarding trends. If I would come up with a design that matches a certain trend at that moment it would be great, but I don’t make a design in such a way that it would fit a trend on that moment. This way the chance of creating a new trend is bigger than if you were just following the rest. I rather walk alone in what for me feels like the right direction, then following the herd in the wrong direction.

How do you know if a product or project is well designed? How do you define good design?

JVB : If a design is made in such a way that I want to keep looking at it and if it pushes the boundary’s that is something that is important for me personally. A lot of time those designs are not liked by everybody because they are bold is someway, which I like a lot. I think as an designer that staying true to yourself is very important because this will also create the most authentic designs.

How do you decide if your design is ready?

JVB : In the beginning a design goes in a lot of directions in my mind. For that reason I always take my time to come up with a specific design. And if the design stays the same in my mind it is ready to be made. And after it is made and I don’t see anything that I want differently it is ready to go to the client.

What is your biggest design work?

JVB : Steel-U is my biggest design so far. This not just because of the dimensions, but also because of the impact is has on my life. It started with an idea to work with physical emotion and when completed it would be a big mile stone. It almost felt like an achievement that would mark an end of a small journey. The thing is, now Steel-U had become a reality, I see that it is not an ending, but just a key part in the beginning of something much bigger. Everything this design has been giving me so far, is beyond expectations.

Who is your favourite designer?

JVB : I personally really like the work of Banksy. I believe the works makes not just me, but a lot of people think. And being able do that is really amazing in my opinion. Also it is totally different from my field. This makes it even more special because it makes me look at it without technical specific knowledge.

Would you tell us a bit about your lifestyle and culture?

JVB : I think for the majority of my life I have been living a lifestyle that fits pretty well within the image of the industry where I live in. That lifestyle means work hard and don’t show off to much. Acting normal is already crazy enough, is what typical is for where I work. But the last few years I am starting to find out that if I am true to who I feel inside, that I am much more happier. This means, being very different to the community where I now live and work in, but expressing this feeling did help me find new likeminded people to talk with. This off course helps, and I now know that I am happier than ever before. I just needed some time to ready the surface. The Netherland in general is very openminded, but it does depend in what industry you’re in. As not feeling limited anymore, I also noticed that my designs got much more creative and bold. And maybe one day, people find my approach off life and design inspirational and that it would also bring positivity to their journeys.

Would you tell us more about your work culture and business philosophy?

JVB : I prefer to work alone as far is it comes down to coming up with a design and producing one. Because I work on a personal level with the client, it keeps pushing me to come up with a unique design that resembles the clients personality. Maybe in the future there will be some sort of collaboration on a project, I don’t know. But for me it is important that a client does not just enjoys the end result but also the process in getting there.

What are your philanthropic contributions to society as a designer, artist and architect?

JVB : I hope that my designs make people think. For example, that in the future we don’t just look at what is being made, but also on how and why. Maybe one day I will have an exhibition where people can connect and serve as a foundation for creating opportunities, but that is for now just a very far minded idea. I won’t say never, because I also did not think that I would ever be able do an interview off this level.

What positive experiences you had when you attend the A’ Design Award?

JVB : For me A’ design Award is not just the ultimate point to start a journey from, but it is also a way that I am able to reach such a big audience that I would never have been able to do on my own. I know that when you compete with the best it also gives the possibility to meet, great and learn for the best. And not just from the field I am in, but also from other fields. I now understand why A’ design award is truly special, and being the Designer of the Day makes me feel very honored, proud and humble.

Joey van Beek Profile