When Roland Kreiter won the 'Pure Creativity' competition by mydeco.com in 2009 with his design for a juicer that could be manufactured using 3D rapid-protoyping, judge Philippe Starck immediately saw the design's potential.
Not only did Starck give Kreiter a prestigious internship working at the designer's Paris studio, he also picked up the phone to Alberto Alessi and told him he'd found his next iconic juicer.
Alberto Alessi said, "This seemed to me like a worthy tribute to "Juicy Salif" (1990), the most controversial Citrus-squeezer of the twentieth century."
Here at mydeco, we're delighted to have played matchmaker between one of our favourite manufacturers and such a talented young designer!
To celebrate the launch of the 'mysqueeze' citrus squeezer, designed by Roland Kreiter for Alessi, mydeco.com searched for filmmakers to create a short film showcasing the product that Kreiter created.
The four winners of the competition won the opportunity to make their film and have it shown on mydeco.com. From narrative films inspired by American Psycho to conceptual films focusing on the shape, the filmmakers challenge our perception of what mysqueeze is and made it a desirable object.
Roland Kreiter (left) with Philippe Starck (right)
Roland Kreiter
Designer of 'mysqueeze'
Born in Romania in 1983, Kreiter moved to Germany at an early age. Trained as a model-maker he is currently studying industrial design at Darmstadt.
After the mydeco 'Pure Creativity' competition, Kreiter gained his first practical experience working in the prestigious studio of Philippe Starck in Paris.
Kreiter describes his design as "minimalist, authentic and emotionally influenced". He analyses and interprets his environment to inspire his audience.
Philippe Starck
'Pure Creativity' judge
The son of an aeronautical engineer, Starck was born in Paris in 1949 and attended the École Nissim de Camondo in Paris from 1965 until 1967.
In 1980 he founded Starck Products and, in 1985, a furniture-making firm, XO (with Gerard Mialet). The interior Philippe Starck designed for Café Costes in Paris (1984) made Philippe Starck famous worldwide. One of the pieces of furniture he designed for the café was the elegant "Costes" chair (for Driade).
When Philippe Starck was awarded the 2004 Lucky Strike Designer Award by the Raymond Loewy Foundation for his life's work, the jury justified their choice by stating "Philippe Starck is probably the most unusual, quirkiest, and most exciting designer of the past twenty years and is likely to be for decades to come."
Philippe Starck is a member of the mydeco Design Board and regularly works on projects with mydeco to showcase the best design talent in the UK.
mysqueeze Lemon Mo-Tea-To
Try the 'mysqueeze' cocktail created especially for mydeco.com by renowned mixologist, Nick Strangeway of Hix restaurant.
Have your own mysqueeze cocktail party
50ml Beefeater Gin
25ml Fresh Squeezed Lemon Juice
15ml Sugar Syrup (or 3 teaspoons castor sugar)
75ml Chilled Verbena Green Tea*
Dash Soda Water
6 Mint Leaves
3 Lemon Verbena Leaves
*To make the chilled tea: First brew 1 divspoon of green tea with 100ml of boiling water. Then add 2 sprigs of fresh verbena (or 1 divspoon of dried verbena when out of season). Top with cold water to make up a litre. Chill for 24 hrs. Strain and serve.
To make the drink: Muddle the sugar and herbs in a highball glass. Then add the lemon juice, gin and chilled green tea. Fill the glass with rock ice and stir 6-8 times to chill and thoroughly mix. Top with a splash of soda and garnish with a sprig of mint and a lemon twist.
Press release
mydeco.com today announces the launch of the ‘mysqueeze’, in an exciting new collaboration between mydeco and Alessi. The ‘mysqueeze’ citrus-squeezer features a unique ‘twisted elipse’ design that makes it fit for the most stylish of kitchens.
Launching next month, as part of Alessi’s Autumn/Winter 2010 collection, it will be available to buy online exclusively at mydeco.com until February 2011. It will also be on sale in Alessi stores and independent retailers after the launch.
The ‘mysqueeze’, designed by Roland Kreiter, was entered in to a competition, run by mydeco.com and judged by Philippe Starck, to find and support fresh new design talent. Kreiter’s original prize of £1,000 was eclipsed when Starck, on seeing his design, not only hired Roland as an intern but called up his friend Alberto Alessi – with whom he has a long and successful working collaboration – and told him he’d found the perfect new design for his next collection.
This year marks the 20-year anniversary of Starck’s original iconic citrus-squeezer, the Juicy Salif, making the launch of the mysqueeze not only perfect for people looking for an interesting Christmas gift (or the perfect accompaniment to a stylish cocktail party), but also fitting too.
Describing the moment his friend, Philippe Starck, contacted him about the ‘mysqueeze’, Alberto Alessi recalls, “He wanted to tell me that, as a juror in a competition held by mydeco.com, he had awarded a project by a young German designer, Roland Kreiter, which he thought deserved to be produced. This seemed to me like a worthy tribute to "Juicy Salif" (1990), the most controversial citrus-squeezer of the twentieth century.”
Nicole Vanderbilt, CEO of mydeco.com, explains,
“We originally wanted to run a competition to find a talented new designer, with the thought that a cash prize and publicity through our website would really help get them started in their career. We didn’t consider it would take off to the extent it has and to have seen a product from conception through to production – a first for mydeco.com – has been so exciting for us. Roland is a genuine talent and deserves all the success that’s coming to him.”
Discussing his first mass-produced design, Roland Kreiter said, “I was just finishing up school and starting to think about the ‘business’ side of being a designer when I entered the competition. Everything has moved so quickly since. To create something that is being compared to Starck’s Juicy Salif, and for it to not only lead to my dream job but also reignite the collaboration between Starck and Alessi, has been remarkable.”
In conversation with Roland Kreiter
What made you want to become a designer in the first place?
I had some really bad experiences with products... they either don't work, are too expensive or too ugly... I wanted to change that.
Where did you study design?
I still am studying! It's my last semester. I'm working on my final exam at University of applied Sciences in Darmstadt (Faculty of Design).
What was the first thing you designed?
A Blue Ray Player... functional and discreet... in 2007.
How do you define good design?
You want it, even if you don't need it...
What would you be if not a designer?
I don't see myself as a designer... more of a creator because I try to create new things... that is what I am. No more, no less.
Which design of yours are you most proud of and why?
I'm proud of every design I make. I have no favourite.
Anything in your career you wish you’d done differently?
I wouldn't change anything I have done so far but then I am at the start of my career.
Which designers do you most admire?
Charles and Ray Eames – they are the perfect match between art and industry and passionate about detail and material.
Which product do you wish you’d designed/do you think is an example of good design?
The wheel is a great example of good design – I wish I had thought of that!
