HOOK – Design by Karim Rashid

Newform ufficio Press

August 27, 2015

Contract Furniture

“Don’t chase fame. Chase originality, chase innovation, chase beauty. An office space should be as inspiring and comfortable as your home, only with less distractions. An office should feel free, communal, and personal at the same time. Color accents, popartwork, and simple divisions of space can create a private environment within the all encompassing space. Cubicles are obsolete. No one wants to be in a cage, partitioned off in a 4 foot square with sad photos tacked to a brown felt wall. I believe fluid, clean, bright spaces promote a healthy work life, and in turn, the office produces stronger work.


My collection for Newform perfectly embodies this spirit. Today poetic design is based on a plethora of complex criteria: human experience, social behaviours, global, economic and political issues, physical and mental interaction, form, vision, and a rigorous understanding and desire for contemporary culture. Manufacturing is based on another collective group of criteria: capital investment, market share, production ease, dissemination, growth, distribution, maintenance, service, performance, quality, ecological issues and sustainability. The combination of these factors shape our objects, inform our forms, our physical space, visual culture and our contemporary human experience. These quantitative constructs shape business, identity, brand and value. This is the business of beauty.


Credit to Stanislas Liban

Every business should be completely concerned with beauty; it is after all a collective human need. I believe that we could be living in an entirely different world – one that is full of real contemporary inspiring objects, spaces, places, worlds, spirits and experiences. Design has been the cultural shaper of our world from the start. We have designed systems, cities and commodities. We have addressed the world’s problems. Now design is not about solving problems, but about a rigorous beautification of our built environments. Design is about the betterment of our lives poetically, aesthetically, experientially, sensorially, and emotionally. My real desire is to see people live in the modus of our time, to participate in the contemporary world, and to release themselves from nostalgia, antiquated traditions, old rituals, kitsch and meaningless things. We should be conscious and attune with this world in this moment. If human nature is to live in the past, to change the world is to change human nature. Simple, forward yet hyper functional, I want to hook you into being so so productive, to accomplish great things, to be creative always, to manifest, to work well, to love working. Globalove, Karim“.


Credit to Stanislas Liban

Fully modular, the Hook collection allows users to customize their environment while keeping all necessities organized and at hand. The translucent screen provides privacy but allows for flow of light and air. Cuts in the desktop help organize cables and allow the addition of accessories. The lower shelf provides storage, manages wiring and adds a splash of joyous color. The desk can be customized to include a lower drawer, PC tower, upper shelving and lighting. The arc lamp spans the entire desk creating ambient light; with less harsh shadows than a standard task lamp. Larger desk systems have the option of smaller dividers and side panels, creating a positive social space. This casualization of shape, form, material and behavior is now a movement. Casualism is also a metaphor for Freedom – to be who you want, express yourself the way you want, to be individual and not follow the rules.



Photo Gallery:HOOK – Design by Karim Rashid