Two years after the furniture show that changed the pace and demand of dahdah for the better – with clients aplenty pushing for commercial partitions, display stands and sound absorption panels – the trade show of 1999 hung over Dean Homicki like a storm cloud of harsh realization. Instead of lighting up sales and discussions with potential clients about his design service, dahdah was facing financial challenges from the classic designer conundrum: While he was creating a product, who would sell it? And while he was selling it, who would create new products?
Even through the most difficult point in his design career, Homicki stayed authentic to what he knew. In fact, he came up with a glass coffee table design for a number of banks that came in blue or green laminated glass. Resting low to the ground, they were interchangeable and could link together to form a longer, modular coffee table.
Using the same interchangeable spirit to create modular sets of stackable shelving units, the idea was a hit with architecture firms and private clients who wanted customized storage.
But the underlying feeling behind residing at what felt like rock bottom was a conscious thought that shook Homicki to the core. As he recalls, “I don’t think anyone understood what I was trying to do. Was I selling a product? Was I offering a design service? Was I trying to sell to people that where soing what I was? I don’t think I was quite sure myself. All I knew was that I wanted to create and I wanted to make things that enhanced people’s lives, that were built for budgets, built to last, and built to serve the people.”
This document ‘INTERCHANGEABLE SPIRIT’ is coauthored by Sonja Hall & Dean Homicki. It is free to copy, use and alter providing attribution and reference to deanhomicki.com.au is noted. ‘INTERCHANGEABLE SPIRIT’ – Dean Homicki – Designer, Entrepreneur, Mentor