Per’s ever expanding design thinking Per Brickstad speaks of his design profession as a journey. An ever growing ambition to encompass ever more important aspects into a creative process. While some designers are champions of “style”, that is merely one important aspect to consider in order for a product to deserve to be brought into existence, according to Per.
During his first job as a designer at Nokia, back in 2007, he strived to put this way of thinking into practice, inside the walls of the then world leading cell phone company. His first ever design to reach the market was in fact a speaker, a small pocket speaker that had already been selling in many million units, when Per had a career changing moment, an epiphany. Whilst in this concrete way realising the scale and huge impact of his decisions in the design phase, he started to advocate for life cycle analysis usage in the concept stage of the design process. After finding the Nokia ship was very slow to turn, he jumped the ship and moved back to Stockholm to found the People People design studio with Martin and 2 other friends, with big ambitions to change the industry for the better.