jette joop - Wmf

Great designer furniture can be found in many
German homes, but run-of-the-mill cookware
and cutlery is often used in kitchens. Do you
think this is true too?
Stephan Schäfer: Unfortunately, I think that is
true too. On the one hand, there is a great interest
in cooking, but on the other hand, well-designed,
high quality dishes and cutlery are lacking.
A beautifully set table with lovely glasses, fine
knives and forks and cloth napkins is something
wonderful. It does not have to have anything
antiquated. The new generation must simply
reinvent the theme for themselves. Beautiful
cutlery is something for life.
Who would you like to have as a dinner guest
and what would you talk about?
Stephan Schäfer: The author Philip Roth. He writes
such wonderful books that you ask yourself what
the person behind all of the books is like.
In times of crisis, the home becomes a haven.
How much do home trends reflect this
development?
Stephan Schäfer: Years ago, there was this great
catchword “cocooning”. We interpret this as a
feeling of coming home, a place where we are
entirely on our own. This becomes even more
important at times when the world outside
becomes more complex and confusing.
The home is currently undergoing a revaluation.
A rediscovery of values is taking place. People
are again inviting more friends over for dinner.
In the 1980s, homes were arranged in a rather
clean, cool and objective manner, whereas today
we are seeing rather the opposite. The home
must coax and warm people and be charming.
In “Schöner Wohnen” you show wonderfully
furnished homes. Does this not make the
reader feel pressurised into thinking that
they must quickly make changes within their
own four walls?
Stephan Schäfer: “Schöner Wohnen” is a lot like
life – a mixture of dreams and reality. We want
to give excellent advice on home design, useful
tips, how you can make your dreams a reality.
It is not about changing everything bit by bit,
it is rather about getting an idea of what your
dream home would look like and then working
on this.
What do you associate with the brand WMF?
Stephan Schäfer: Four things: good design, high
quality, which is particularly important for our
readers by the way. The brand also stands for
innovation. The company continues to re-invent
themes and therefore significantly shapes dining
culture and good taste. Furthermore, WMF is a
major German brand.
How do you develop a sense of style?
Stephan Schäfer: Style is best developed by
copying – learning by looking, so to speak.
You should look closely in hotels, restaurants
and at friends‘ homes and see what you like.
You may even rip a page out of a magazine and
then do the whole thing yourself with your own
interpretation. It is important that you stay
relaxed and are not cramped.
How do you interpret the WMF slogan
“Life tastes great”?
Stephan Schäfer: For me, it is symbolic for
pleasure and the joy of life. And I‘m certain
of one thing – the more you have of both,
the richer your life is.
WMFMAGAZINE2012 | 45