Naama Steinbock & Idan Friedman

Product & Object Design
Award for a senior designer

“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.”
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 Holon Institute of Technology (2002), where Naama currently serves as a senior lecturer in the Department of Industrial Design.
Steinbock and Friedman are recipients of the 2021 Edmond de Rothschild Design Award for Senior Product Designers.