Foreword: In 2009, the first mima xari stroller came out and people were shocked because they first saw an all-white stroller. Soon, xari became synonymous with fashion, sought after by numerous hot mom, swept the world. In 2012, the mima brand was introduced into China by i-baby and quickly blown a "white whirlwind." Recently, with the launch of xari's "Rose Gold Edition", Davy Kho, one of the founders of the mima brand, received an exclusive interview with i-baby. His answer, not necessarily according to the idea of ​​asking questions, but all heartfelt words, fully demonstrated the personality of a designer. i-baby: Mr. Kho, it is often mentioned that the word "avant-garde" is used to describe a mima xari stroller. As the father of xari, what qualities do you give this child, so that he looks so avant-garde, so different? Mr. Kho: In my career, I have designed many different kinds of products, from public phones, kitchen equipment to aircraft interiors, baby products. For every new project, I will try not to look at competing brand products. When I was designing a xari stroller, I did not pay attention to other strollers on the market. Instead, I tried to find inspiration in other industries, such as: automotive, bicycle, luggage, and sports footwear. I've been using this approach to innovative design, and at the same time, always putting consumers in the brains to rethink the product. i-baby: What inspiration does your two children bring to your design? Are there any special stories or details that will remind you of their special warmth? Mr. Kho: Our two sons have grown up, one 13 and one 15, but I clearly remember how hard it is as a young parent. Lack of child-care experience and no one else can help us because my wife and I are far away from their parents' families. The hardest thing was when we did not have enough money to hire a nanny. So, it is no exaggeration to say that we bring our own children, especially my wife. This undoubtedly gives us the inspiration to create mima brand. I remember very well that at that time our stroller was so dirty that it made the stroller seem particularly cheap. This inspired me to look for other materials, just like the artificial leather material we used in the mima seat section. This material is very easy to clean and has a smooth surface that looks like the seat of a real luxury car. i-baby: Your experience is very special: birth and growth in different countries, and later worked in different countries in Europe. This experience will certainly have some impact on your design, how do you think? Mr. Kho: Although I was born in Indonesia and my parents are from China, I grew up in the Netherlands where I also studied design. In the world's design capital - Milan, Italy, I started my career as a designer. In the Netherlands I learned analytical and rational thinking, and in Italy I learned to think hard and to design. These experiences, combined with years of work in Paris, San Francisco and Spain, together shape me today as a designer. I think I'm a global designer who can finely balance the subtleties of sensibility with rationality in design. i-baby: Cross-border design is now a very popular trend. Apple invited LV designer i-Watch design. In China, the star Zhang Ziyi also started his own costume design. In your opinion, do you also belong to a cross-border design? In the fashion industry experience, to your design what impact? Mr. Kho: Whether you are an architect, musician, sculptor, fashion designer or a product designer, I believe the process of creation is the same. We have a common mission: to create a building, a song, a sculpture, a piece of clothing, a product that in some way touches the feelings of the people to use them. In my career, there are still many things I want to design, cars, hotels and even trains. Perhaps one day I will have the opportunity to cross these "borders" that are not clearly defined. i-baby: At the beginning, how did you and your wife Yolanda decide to start the MIMA brand together? Art of design and Fashion design are two areas, but you can work well together, can you share with us about your cooperation in the story? Mr. Kho: My wife and I got together not only in love, but also at work. It is often a challenge for two creative people to live and work together because we are stubborn. But now, we know each other's strengths in design, and we also greatly appreciate each other's expertise. In baby products, the correct choice of fabrics, colors, materials and accessories is essential, without my wife's fashion advice, xari's products will not be like this. i-baby: Can you tell us about the current trends in baby product design in Europe? Do you understand China's baby market? Based on your experience, can you give young Chinese designers some working advice? Mr. Kho: Since I will not look at other baby products, I honestly do not know the new trend of baby product design. Often, I make my own designs and try to set trends instead of following trends. When our xari stroller was first shown in 2009, everyone in this business was shocked because we showed a completely white stroller. Today, you see a completely white cart on the street, no longer feel strange. I give the young Chinese designer two suggestions: 1. When you start a new design, do not go to the existing product, but first try to conceptualize the design. For example, instead of thinking about how to design a stroller, imagine how to carry a baby more easily. 2, as a designer, you must completely consider yourself as a customer of the product you design. Whether you design a product for a 2-year-old Japanese boy, 30-year-old American woman, or 90-year-old Frenchman. Feeling empowered is one of the most important qualities of a designer. i-baby: According to the latest data survey, mima is currently in the third place among the top ten high-end stroller brands in China, which is the most popular, and the rate of increase is very fast. The first is stokke, the second is bugaboo. Can you explain the difference between mima and stokke, bugaboo? Could you please look forward to mima and i-baby cooperation prospects? In the near future, mima will give us what surprise? Mr. Kho: Compared with these two brands, mima is too young. We only started four years only! Buying a high-end stroller is like buying a car. Whether you decide to buy a Mini Cooper or Jaguar, it all depends on how you define yourself and how you define it. If you love this car, he will be part of your character. I believe this is the same with mima. For many people, buying mima is often a love at first sight. This is what I call the power of "emotional design." I hope mima and i-baby will have a long and fruitful cooperation. I look forward to working more closely with i-baby to jointly develop products in the Chinese market. I was very curious to see how high mima and i-baby will grow together within five years. This is a great thing! We are developing some new products, unfortunately, I can not disclose any details. Please be patient and look forward to it ...
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