We’re always on the lookout for studios that redefine the boundaries of design. Recently, we had the pleasure of connecting with Felix Pfäffli, the founder of Studio Feixen, a Lucerne-based design powerhouse. From its beginnings in 2009 to becoming a powerhouse in the design world, Studio Feixen has continuously pushed the boundaries of creativity.
Felix shared with us how the studio’s unique approach to design—embracing everything from graphic design to baking cakes—has evolved, and how he and his team navigate the diverse landscape of their projects while maintaining their distinctive creative voice.
Tell us about the journey of Studio Feixen. How did it all begin, and what has been the driving force behind your creative endeavours?
Oh, that has been quite a long and intricate journey. I founded the studio back in 2009 and initially worked solo for about seven years. Then, we gradually brought on our first employees, although we never grew larger than four people. It has always been essential to me to remain a part of the design process, so even today, I often work solo on projects. Over the years, we have had the opportunity to work on a diverse range of projects, each one feeling like a unique adventure. The studio has become a part of my home, a place where I continue to learn, create, and explore the world.
Today, there are just the two of us: myself, Felix Pfäffli, and Robin Eberwein. Robin is an absolute typographic genius, and it was clear from the moment we met, even just a few days into knowing each other, that we'd be collaborating on many things together. We understand each other incredibly well. Sometimes, it only takes a sentence from one of us, and the other knows exactly what's being talked about. Together, we've found our type foundry, and to this day, the ideas keep flowing.
Studio Feixen is known for its eclectic approach to design, spanning various disciplines from graphic design to animation. Can you share how you navigate this diverse landscape and maintain your unique creative voice across different projects?
That's a great question. I believe a genuine interest in the new is crucial. Additionally, the ability to learn from mistakes and to see errors as something entirely normal in the design process is certainly important. Remaining true to one's style isn't a significant concern; it naturally happens independently.
From selling fonts to baking fancy cakes and even running a pizzeria, Studio Feixen seems to thrive on embracing the unexpected. How do these diverse ventures complement your work as a design studio, and how do they influence your creative process?
Yes, that can be hard to grasp if you're not part of the studio yourself. But for me, these ventures into unknown territories feel quite natural. They simply happen. It usually starts with meeting someone new and realizing that we'd enjoy creating something together. And then, off we go. It's an integral part of my creative process. I design out of pure joy. That positive energy permeates at the beginning of a project, that's also why I do this work.
Your design process incorporates both structured rules and the freedom to break them. Can you elaborate on this fascinating approach and how it fosters creativity within the studio?
Well Observed! That describes our approach quite accurately. I always aim for balance. I need order for clarity and disorder for surprise, for entertainment. What interests me is creating an engaging dialogue between these two states. Much of what we do in the studio stems from experimentation. We often draw from a wealth of experiments. I've accumulated countless half-baked ideas and sketches, waiting for the right project to give them meaning.
Your client list boasts international brands like Nike and Google. How do you tailor your design solutions to resonate with such a diverse clientele while maintaining your signature style?
Some clients have a clear vision; they approach us wanting something in a style they've seen from us before. Others are intrigued by our versatility and seek surprises from us. Both approaches can be interesting. However, our design language has evolved over the years, likely heavily influenced by my love and interest in colours and shapes. For me, maintaining the style takes no effort, it just happens.
Colour, shape, and typography are central to your work. How do you use these elements to create visually captivating designs that transcend cultural boundaries?
I strive to connect with viewers on an emotional level in my work. I often use abstract forms that do not have specific symbols or cultural meanings. Instead, I rely on universal visual languages. For example, round and soft shapes can be employed for a pleasant effect, and angular, sharp shapes can be used for something more menacing. This approach transcends cultural boundaries, as it speaks to fundamental human perceptions. Additionally, I aim for my design language to resonate across various cultures, continually testing and refining it to ensure its effectiveness. My deep interest in understanding how my designs are perceived undoubtedly drives this pursuit.
Studio Feixen has been involved in numerous local and international projects, ranging from cultural events to collaborations with prestigious institutions. Can you share a project that particularly stands out to you and explain why it holds significance for the studio?
Oh, that's a tough one. I cherish all our projects deeply. Each holds its unique qualities and significance for me. It's impossible for me to pick just one; I value the diversity they bring. I love the variety and contrast they provide; the combined experience of all our projects truly enhances our studio.
As a Swiss-based studio, how do you infuse your work with elements of Swiss design heritage while also pushing the boundaries of traditional design norms?
Indeed, that is very accurate. I received a very traditional education, where the principles of Swiss design, known as the "Swiss Style," were instilled in me. For me, these rules are second nature, and I do make use of them. However, I also strive to think beyond them and establish new rules for myself. While the Swiss Style emphasises reduction, I also aim for simplicity, but I'm not opposed to incorporating decorative elements when appropriate. Sometimes, I'm more interested in the emotions a design evokes rather than the pedantic order that characterises the Swiss Style, in my opinion.
What is the process like for those interested in collaborating with Studio Feixen? Is collaboration open to individuals or organizations, and how can they get in touch to explore potential partnerships?
That's an excellent question. In truth, it's a challenging endeavour. Over the years, we've had to turn down about 90% of inquiries we receive. Being a small studio, we've never been able to take on many projects at once. It's a fortunate situation, and I'm grateful for it. But it's also difficult to say no - I would love to be able to work on all of them. But since you asked, two types of projects particularly pique my interest: Firstly, large projects where my design language is sought after, essentially author projects where I have creative freedom. Secondly, projects that grant me access to design areas I've yet to explore, allow for significant learning opportunities.
The design landscape is constantly evolving. What exciting trends or developments do you see shaping the future of design?
Indeed, with the advent of various AI applications, we're witnessing the emergence of numerous new areas within the design landscape. This undoubtedly paves the way for the development of innovative design languages. Simultaneously, I believe there's a resurgence in interest towards handmade craftsmanship. Interestingly, trends tend to oscillate in both directions, and I anticipate seeing this dynamic play out in the design world as well.
Looking ahead, what exciting projects or ventures can we expect from Studio Feixen in the future? Are there any new challenges or creative pursuits that you're eager to explore?
I believe our next major project will be the publication of the research work. I'm currently collaborating with Josh Schaub. It's a research project focusing on animation and graphic design. Although there's still a lot of work ahead of us, I'm confident it will be a great release.