HIRUKI: A new design collective betting on emotion over optimization in the age of systems and scale
By
Abbey Bamford
Crisp on the outside, thoughtful on the inside. A keeper.
Summary
HIRUKI is a newly launched design house founded by Julen Saenz, a designer with experience at Apple, Google Creative Lab, and Collins. The article explores how the design industry has become dominated by systems, optimization, and metrics, but a counter-movement toward emotion and feeling is emerging. HIRUKI positions itself as a collective studio betting on this emotional approach, believing brands should be "felt as art" rather than just optimized for scale and speed.
Key quotes
· 3 pulledOver the past decade, the design industry has become increasingly fluent in systems, scale and speed.
It's this tension between precision and emotion that sits at the heart of HIRUKI
a new collective studio built on the belief that brands should be felt as art.
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