Interview with Janne Halttu

Janne Halttu ("JH") interviewed on Monday, 15 May.

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

JH : My background is in building construction. I have built 4 detached houses for my family, most of which I have done myself, except for the first house. While building the houses, I learned house building techniques and noticed a big gap in LED technology in the lighting industry. From there, 12 years ago, I started my company LedStore.fi, which focuses on quality LED lighting and lighting design. Over the years I have written a blog and explored the wonderful world of lighting. Led technology is constantly changing and evolving and competition is fierce. I have always been able to stand out from the crowd with an innovative way of working and developing products. I am constantly working with lighting designers, electricians and building contractors.

How did you become a designer?

JH : I became a designer by accident. I still don't see myself as a designer, but as a solution provider. Product design comes very naturally to me when I meet customers and see problems. I always want to solve problems and improve myself and my products.

What are your priorities, technique and style when designing?

JH : My TOP3 most important design-related things are: 1. Functionality 2. Quality and durability 3. Appearance Be very user friendly and the most important thing for me in design is the functionality and installability of the product.

Which emotions do you feel when designing?

JH : The great thing about design is the moment when I see the product working as designed, but what makes me even happier is the customer feedback telling me that the luminaires work as I designed them or how it made the designer's job so much easier.

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

JH : Perseverance. I have never given up or wondered what others think. I see the vision and I make it happen.

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

JH : In the future, I would definitely like to see our product available in Europe. We are looking for distributors for the family and with the win we will completely redevelop our online store to give the user a better shopping experience, but also in more languages. Finland is a small country with few customers. The advantage of mass production is lower prices, but the disadvantage is larger batches. Conquering Europe requires larger batches and larger capital. Fortunately, I am not afraid to conquer and try. I hope that one day, while travelling in Europe, sitting in a café, I will see a familiar-looking lamp on the ceiling.

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

JH : Perseverance and the courage to experiment. Rome was not built overnight. Study the market and think about how your product fits in and who your customers are.

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

JH : Perseverance and the courage to experiment. Rome was not built overnight. Study the market and think about how your product fits in and who your customers are. Today's market is full of all sorts of things, but every year someone comes along and messes up the market with that little product change. Be brave and find your own thing that sets you apart in the market.

What is your day to day look like?

JH : I am an entrepreneur. I usually start my day at 07.00 with a gym, morning coffee and checking emails. At 08.30 we open the shop doors and from then on the day is spent answering the phone, answering emails and dealing with customers coming into the shop/showroom. I am assisted by a small team of 5 people. The most boring times of the day are those situations, especially in the summer when there are few customers, but conversely the hardest times are the dark autumns when everyone wants light. We close the shop at 17.00 and I usually stay at home to improve the website or answer emails. An entrepreneur doesn't remember to rest.

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

JH : I follow surprisingly few design trends or look for product ideas. Fortunately, we have other people who work with me to help me see the direction of lighting design and give me my own ideas. We have a comprehensive range of luminaires and try to meet everyone's needs.

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

JH : I think good design is practical, functional and stylish. When I travel, I always take a photo of an idea if I see something new that gives me an idea for myself or my team. When I see a different way to light something, I always get very close to see how it's technically implemented.

How do you decide if your design is ready?

JH : I'm simple and I think a plan is complete when it works. I don't get hung up on the smallest things because I believe there is always room for improvement and development, and to improve the product. But that's why you can always release version 2, or 3 and sell it again ? =) Even though in design you often hear people say, "I'm not doing this for money", unfortunately you have to sell the product as well.

What is your biggest design work?

JH : Most of my work (3 years) has gone into this TUNNELMA family of luminaires. First spots, then panel lights and led strip lights. All must work in the same system reliably and sustainably. I listen to feedback and constantly improve them.

Who is your favourite designer?

JH : Frank Lloyd Wright. I like simple, functional design and Scandinavian styling.

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

JH : I am perhaps an atypical designer. Designers are often romanticised for their urban lifestyle, sitting in cafes and riding bicycles. I'm a very technical person and enjoy most the peace and quiet of my own home with a laptop on my lap and just working on the sofa. At the same time, I can be with my family and I'm really good at doing many things at the same time and I don't mind interruptions. My work impacts on nature by reducing waste, but more important it can affect on persons life by gicing better sleep of making you more energetic (warm light before bed and cool light in the morning).

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

JH : I am a pleasure to work with. I demand and do not demand too much from my employees. I understand that even if I work 12-16 hours a day, others don't have to. But I do require initiative and the ability to work independently. I don't hire anyone who is not an independent thinker. I want people who are not "yes-yes" types. We have right, center and leftist here at work and we can talk and iterate freely. Different opinions makes you think better. You must always be able to challenge your view. Echochamber is not very good enviroment, because it stops true development.

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

JH : Pro Bono. Why not. Of course, in a commercial sense, I often do that, to get a client. Artists, like other people, are allowed to contribute to charity, but I don't think it needs to be a story or an advertisement. Then it's just greenwashing or good signalling, not genuine caring. I personally participate by helping a children's sports club. I don't usually attend galas or events myself as we are a small company.

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

JH : The biggest benefit of entering the competition has been to look in the mirror and say, "Hey, I've got a really good product!" I've had to think about how to market it and as a result we've created better marketing around the product. Before the competition, there was no marketing of the product at all. So the importance of competition comes out in the fact that the designer has to think about the meaning of the product from all angles.

Janne Halttu Profile