‘If you want to call it something, it might be “anti-design”. Pascal Anson’s work, for example, is quite careless and opposes what most people think “design” should look like. I try to do that too. Hella Jongerius works this way. She’s a brilliant designer, really intelligent, and has a lot to say about design.’
And the ‘British’ tag? Traag laughs. ‘People think of me as British because I’m based here, but that’s fine. It was a conscious decision to stay, because I was on a roll when I left the RCA. If I went home, I would have had to start all over.’
Traag’s aware how lucky he’s been, as part of the close-knit, small world of the RCA. But he’s making his own success, and Milan 2005 might just be his coming of age.