SALON: You have been working in the company since 1998. During this time, the brand has received many designer prizes. Which of them are you most proud of?

 “The Bundespreis Produktdesign awards for Connect TVs and the Individual series are true Oscars. Firstly, only those items that have already received this or that prize are nominated for the prize. Secondly, the jury chooses the best of the best in different areas, so the competition is very tough.

S: How does the design of your brand differ from the design of your competitors?

 - Our design is calm. We do not strive to ensure that every thing is outstanding, very expressive. Household appliances should not dominate the interior.

S: Is design for you an emotion or a function?

 - The function is very important, but the function is a constant. From a technical point of view, the requirements for TVs of different models are about the same. But aesthetic criteria are different for everyone. There are people who appreciate the strict geometric German design in the tradition of Bauhaus. Examples of this design are the Media Center Reference or our new system, Individual Slim. And there are people who love smoother, softer lines. Look, for example, on Art. They have a very unusual loudspeaker lattice with a complex perforation: the size of the holes gradually increases from the edge to the middle, and the lattice itself is slightly arched. Emotions are in such small details.

S: This year LOEWE released the system of home cinema Individual Slim, where the thickness of the TV is only four centimeters. Is this the limit of subtlety?

 - Our competitors strive to create the thinnest TV, but it does not make sense, because such a TV will not be the best. The thinner it becomes, the more problems arise: you do not have enough space for normal speakers, the equipment overheats, and so on. As a result, the technical indicators of such a super-thin TV are worse than normal. For us today 40 millimeters is the minimum.