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Slow design by Linadura Design - 07 January 2016

Jonathan Berger

For Linadura, design is all about quality, innovation, local sourcing and sustainability. At the end of the month, the production of this up-and-coming furniture maker from Liege will be presented in Paris at the Maison & Objet fair. 

Maison & Objet will soon be opening its doors. How have you gone about preparing for the event?

We plan to present our entire catalogue plus a new creation: the IKA lamp. Maison & Objet is a great opportunity to present our collection once again around a brand new object. Having been selected by Wallonie-Bruxelles Design Mode to participate in the collective stand Belgium is Design, we will be making the most of this opportunity to pursue our efforts to bring our company to a the attention of a foreign audience.

Linadura was set up in 2012. Wasn't creating a design company in the middle of a financial crisis a bit like swimming against the tide...

I prefer to think of it as a way of turning things around. Linadura is the materialisation of a contemporary vision of the object. The aim is to produce simple, timeless and high-quality objects. We harnessed the all-encompassing gloom and doom to drive our innovation, to come up with objects that address the challenges of our time. We set out to show that it is possible to produce objects locally and at competitive prices. After a first successful experience of self-production, I created Linadura, a manufacturing company that brings together several projects and designers united by a common approach: to "produce locally and sustainably." Of course, winning Creative Wallonia's "Boost up" prize was a financial accelerator to lay the foundations of the project and jump in at the deep end.

Thirty or so shops in Belgium and abroad, a shower of awards, press coverage... It’s a real success story! What does it mean for you?

Our products are exporting well, and it’s true that their quality is recognised and appreciated outside our borders. There is demand from the French, German, Swiss, Greek and Italian markets. As far as success is concerned, there is still some way to go, but we are on the right track. I think a small company like ours manages to exist thanks to the strength and consistency of its philosophy. Linadura comes from the contraction of the words "line" in English and "sustainable" or “durable” in French. Our products reflect a certain way of thinking and living which is, we believe, in keeping with our times. We meet the expectations of a public on the lookout for innovative products that offer a different take on the world.

What is your trademark?

Our motto is to produce less but better. What is the point of continuing to produce low quality items in a saturated market? Our approach is to optimise the design and manufacturing processes. This is where innovation comes into it. Our products meet high standards in terms of quality, durability, functionality and flexibility. Local production is particularly close to heart, both in terms of materials and expertise. All the necessary structures are available within 20 km of our base in Jalhay, near Liege.

Isn’t it a paradox to manufacture locally but to export your production?

Not for me. Manufacturing locally and exporting are not two incompatible things, you just have to stay consistent in the approach and apply it to transportation issues. For example, we’ve opted to use 100% sustainable packaging and our carrier has committed to a 100% carbon neutral policy. Recognition abroad also has a very significant impact on our success in Belgium. Existing abroad helps to exist in Belgium, as if it was necessary to shine beyond our borders to be of interest closer to home!  But above all, being able to export our products is a source of pride because they are 100% made in Belgium, except for a few imported materials such as French cork or Finnish birch multiplex.

Sylvie Reversez

Crab by Mathias Van De Wallle

Crab by Mathias Van De Wallle

Ika by Emmanuel Gardin

Kino by Emmanuel Gardin

Kino by Emmanuel Gardin

Kork by Twodesigners

Recto Verso by Emmanuel Gardin

Recto Verso by Emmanuel Gardin

Recto Verso by Emmanuel Gardin

Further information

www.linadura.com