Milan – Designer Joa Herrenknecht's latest line of homeware products, Flow, was designed with women in mind. The collection focuses on feminine textures and shapes, and comprises pragmatic yet beautiful pieces.
Designs that stand out the most are Cosmo and Sushi. Cosmo is a wall system, designed as a woman's version of a toolbox. It can be easily moved and the wall hooks can be rearranged to hang a number of small objects. The attached mirror is made from dichroic glass – coated glass that changes colour in certain light – which was seen in various designs at Salone del Mobile, and seems to be the material of the moment.
The Sushi sofa is Herrenknecht's first venture into larger furniture. The modular arms and backrest is meant for women who are fond of rearranging the furniture in their apartment, and who desire different views. 'Design for women doesn't have to be gendered – it doesn't have to be pink,' Herrenknecht told LS:N Global.
For more how to create products that are focused on women but avoid being reductive and stereotypical, read our Athena Woman macrotrend.