Naama Steinbock and Idan Friedman (born 1975), the duo behind the Reddish studio, established in 2002, examine relationships between objects and contemporary culture, reveal hidden meanings of objects and conjure new ones. They graduated from the Holon Institute of Technology (2002), where Naama currently serves as a Senior Lecturer in the Department of Industrial Design.
“The studio is our playground; there, we explore the relationships between objects and contemporary culture and give expression to our perspective, by creating novel objects and exposing the meaning tucked away in existing ones. For us, being designers means being cultural agents communicating in 3D. Thus, the studio is a flexible and useful platform for our overall activity, its boundaries continually changing, along with us.
Carrying forward the old tradition of object creators, we comprehend the broad context of our actions. We respect the past, handle the present sensitively, take responsibility for the future, and avoid excessive self-importance in the process.”
The jury panel’s decision:
“The Edmond de Rothschild Design Award is granted to Naama Steinbock and Idan Friedman, Studio Reddish, in recognition of the language of design research they have developed over the long course of their work, which has emerged as a significant marker in the local product design and design research fields.
The committee saw particular importance in the studio’s work on the development of products for the local and international markets while simultaneously engaging in the development of conceptual manifestos and unique research on materials, technologies, and local culture. Their studies have been assembled into diverse products – objects, exhibitions, and collaborations.
Refined and meticulous, the studio’s works advance design discourse through exchanges with cultural and historical aspects in a contemporary and local interpretation, and provide a fresh perspective on everyday objects, archetypal objects, and prototypes. Steinbock and Friedman’s commitment to the unique design language they have developed – with its internal intricacies and richness of material, to in-depth investigations of design, and to the freedom of creation shine through their years of joint activity and manifest themselves in all of their products and processes of work.
Studio Reddish’s body of works is characterized by design wisdom, striking originality, and precision in execution. Their professional impact is evident in the local design field and in the portfolios of many of the young artists reviewed by the committee. For their continued and generous work, an heirloom in Israel’s design field, Naama Steinbock and Idan Friedman receive the 2021 Edmond de Rothschild Design Award for Product Design, in the Senior Designer category.”