Founder of the Hamburg interior design studio Nomad, Jutta Werner caused a sensation at DOMOTEX 2018 with her rug made from recycled candy wrappers. In this interview, she reveals what’s behind the design – as well as how interior design comes from within.
Ms. Werner, what does the DOMOTEX "Unique Youniverse" leading theme mean to you?
The individualization trend is advancing like never before – possibly because we are all becoming too similar. In some ways, we have never been as uniform as we are today. There used to be much stronger differences between countries, cultures, and generations. I travel a lot and sometimes I am shocked by how little difference there is between city centers: Everywhere has the same stores, the same brands, the same colors. And, everyone uses the same internet platforms, blogs, and social media sites – I even listen to the same playlists as my four sons.
Why do we actually want to be individual?
To want to be unique is a very human desire: It’s a part of life. We do not want to admit that we are just a cog in the world’s machine; that we walk the planet a while and then we’re gone. Individuality means working against your own mortality. Doing something that creates a legacy. Following the motto: I am unique, therefore I exist. As an interior designer I get to know my clients before starting a project. Only then can I create a tailor-made design.
How do your clients approach you?
15 years ago, customers would often say, "You are the expert – just do it." Today, customers come to me with very specific ideas. They have done some research on the internet and believe they know what best suits them. But, in the final stages, they realize they cannot do it alone. So, I start again from scratch. I ask my customers what it is they dislike about their current interior design and what they are imagining. I try to find out just where their desire for change stems from. What is the driving force? When I know that, I can do everything else quite easily. The decisive moments take place in conversation.