Yves Behar

Kodak has always represented innovation that is approachable while delivering the craft of filmmaking.

I imagine a future with no waste; material innovations have already become exponentially more vast, and I do think the future needs to be cradle to cradle. If designed properly, one product could be used for many years before needing to be recycled, or its components reused.

I know it's a cliche, but I see myself as a citizen of the world. I was brought up in Switzerland by German and Turkish parents but I've very much grown up in San Francisco. I have a European sense of aesthetic, but I'm also deeply steeped in the notion of change and entrepreneurship that is associated with Silicon Valley.

Design certainly has a cosmetic, aesthetic aim. It always aims at making things beautiful. But relevance is just as important. I often say, 'If it isn't ethical, it can't be beautiful. But if it isn't beautiful, it probably shouldn't be at all.'

Everything has yet to be invented. I never say 'green' - I say 'greener.' It's greener simply because this is a continuum of change, improvement and discovery.

Fuseproject was founded in 1999, and the notion behind it, which is alive and kicking today, is fusing different disciplines. Our teams are absolutely incredible at their own discipline, but most importantly, they're incredible at partnering with each other.

Advertising is the price companies pay for being unoriginal.

For me, it's not about being the best designer. I'm interested in being the best partner. The best collaborator.

The Swiss can be very difficult.

If you don't love something, it's not functional, in my opinion.

Design needs a new relationship with the world, one that is more focused on our planet's needs.

I wanted to be a writer as a teen... so storytelling was my first love. In my late teens, design became an obsession as I realized that I could express myself through the medium. Much later, when I founded Fuseproject in 1999, our slogan became 'design brings stories to life.'