2020 2021 2022

Reddish - Naama Steinbock & Idan Friedman

Product & Object 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. 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".

Naama Steinbock and Idan Friedman (born 1975), the duo behind Reddish, established in 2002, examine relationships between objects and contemporary culture, reveal hidden meanings of objects and conjure new ones. They graduated from the HIT Holon Institute of Technology (2002), where Naama currently serves as a professor in the Department of Industrial Design.
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