Driade was born in '68, some decades ago, in the same period as the trends that would have characterized the twentieth century: both the rigor of geometric and rational design and , on the other hand, the recovery of pop art and its influence on pop and radical design. Today, the "design landscape" is quite different, permeated as it is by the globalization and all- embracing digitization.
To understand Driade, you should visit its headquarters in Fossadello, near Piacenza.
I had been there often in the past but, I haven't come back for a long time. Seeing it again helped me to understand what it might be an "aesthetic laboratory" (as Driade likes to define itself) in these early twenty-first century. It would be useful to organize your path along the central hallway which goes through the building, a clear and rigorous sign, an architectural promenade on which offices and rooms, elegantly furnished, overlook. At the end of the walk you'll find a large room marked by high photographic panels representing the park of Würzburg castle, in Germany: a winter garden nestled in an endless time.
Friends Olav van Lede and Boudewijn Roest founded JOKJOR in 2013. Their work spots and private life were definitely not across the street from one another, but every time they bumped into each other at trade fairs or other events, the day would end with drinks,
brainstorming about life, each other’s design ideas and art & design in general.
Olav worked in architecture & design publishing and in interior design, and Boudewijn worked in design, and art direction.
These fields merged to create a company focused on practical and well-thought aesthetic design.
In 1996, Carine Jannin who was then just twenty four years old, decided to create her own publishing house specialized in the design of objects. Her singular and strategic choices, free from all archetypes, allot a central position to the independence of creation. Together with Rachel and Benoît Convers, the established designers of the label, they combine a family trio, precursors in author design. Based on audacious concepts such as the “ made in France ” and objects with dual interpretations, this publishing house blossoms independently and cultivates its differences on the fringe of insidious standardization. The Ibride creations can be recognized at a glance: their references to the animal kingdom, their destructured archetypal shapes, and the graphic stamp of their museum like style, make up their territory of distinction.