Studio Ve

Owner: Shai Carmon (34 anni), Ben Klinger (28 anni), both gradued.

Brand/start up name: Studio Ve.

Product: We are a design studio. Our first project was a wall clock.

Type of organization: We deal with all the different phases of the process, from the idea, to the production, marketing and distribution. We set up a website for online shopping and we even delivery to the shops in Israel.

When and how did the project originate?  The idea was born during my design studies at HIT (Holon Institute of Technology). Shai did an MA in Mathematics and his dissertation was about, among other things, the Riemann Surface. The concept of the clock was inspired by Riemannian Manifold (http://it.wikipedia.org/wiki/Superficie_di_Riemann). To explain this concept I use the example of a winding staircase. If we look from the side and we see a person climbing the stairs, it looks as if the person is going to the left and then to the right. But if we look from the top we can see the person walking in circles.

How much did you invest to start the company?  The first series containing 2000 pieces cost 12.000,00 euros, for the production of the plastic matrixes and the raw materials, of which we bought a huge amount in order to cut the costs.

Who invested the money?  We made a video and we collected some funds on kickstarter.com, a platform for group funding. The video explains the concept and the reasons for investing in it. We got support from all over the world in exchange for a free clock. The funds collection lasted for a month and we got 29.000,00 euros from 650 web surfers, of which only 14 were from Israel. We advertised on 50 different sites. Kickstarter is only opened to those who have a fiscal position in the USA or in the UK. But there are other platforms such as indiegogo.

How far have you gone with the project?  Having already sold 2000 pieces, we are now working on the second edition. We sold a big stock to a US client who works in the field of gift items. We’re working on a new product in order to widen the clock series.

When did you understand that the project had overcome the ideational phase and had become a product?  When we got the samples for plastic injection fro China, then we realized it was a real product. The duplication into thousands of pieces gives you a totally different feeling from the one-off or the limited edition.

Has there been a moment when you wanted to give up?  Luckily there weren’t any critical moments in which we would have liked to give up. When you work in pair, the project is split between the two and this makes the workload lighter during a crisis. There have been difficult moments though, when we didn’t know whether we would have managed to reach our goals but in the end everything went well, despite some delays.

What is your advice for young design entrepreneurs?  We only recommend to try and dare! This is the moment to make all your mistakes in order to learn and to not repeat them in the future.

manifoldclock.com
manifold clock on kickstarter
http://www.vimeo.com/studiove/manifoldclock

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