Interviewed: Elena Olkhovskaya
Jean Baptist Sibert Blanc is not just a designer. He is also a cabinetmaker, researcher, and teacher. He is also the winner of many prestigious design awards and prizes. But most importantly, he is the art director of the world famous company Cristallerie Daum, whose masterpieces of multi-colored glass adorn many houses of connoisseurs of beauty. And when Jean Baptist flew to Dubai to conduct a unique master-class on making brand-name decor items in the new flagship boutique Daum in The Dubai Mall, it was impossible to resist, and even more so refuse.
While I was practicing making my own vase under the Daum brand, pouring colored glass chips into specially prepared gypsum molds and trying to imagine the final result of my labors, Jean Baptist answered my many questions ...
Jean Baptist, when did you become the art director of Daum?
I have been with Daum since 1999. In addition, I have my own design studio at home, in which I carry out orders of various clients, mainly relating to the design of furniture and decor for home interiors. I also teach art and design at several schools and colleges in France. I got into Daum almost by accident. When Daum was looking for a new art director, I went for an interview and ... failed him. Because they didn’t tell me right away what I would have to work with, but I considered myself the best in the world (laughs). Little by little, I understood the specifics, and agreed to the proposal made to me. My friends supported me in this decision, although I personally doubted whether I could properly manage a new business for me.
And where did you start?
To start, I added four new brands to the Daum collections. Today I enjoy my work in the company, but my first year was just awful. Before that, I had never led a large team of creative people, but then I had to. Moreover, it was necessary to think about the development of each of the four brands. And before bedtime, I took myself two hours, and for half an hour I thought about the concept of each brand. The experience was quite interesting.
What is happening with Daum strategies and concepts today?
Today Daum is an outstanding company. We have completely restructured the brand. Daum is well known for its Art Decorative colored crystal collections. And compared with other manufacturers of glass and crystal products, we are more decorative in color, in shape, and in the history of each of our collections. Today, the Daum brand combines two large product groups. The first is decorative, that is, flower vases, bowls, candlesticks and so on. It makes up about 60% of the total volume produced. The second is art objects (about 40%), which are made in collaboration with well-known or not very artists and sculptors. The brand has grown younger over the past four years, thanks to new collections of pieces of art called "Sculptural Paintings." Prior to this, the best line, in my opinion, was a collection of vases and bowls Natural. Over the past three years, we have also been producing a very interesting limited series of Baby on Heart sculptures, consisting of eight pieces, each of which has its own number. This is very important for collectors. After all, if the product has a personal number, it can be sold at auction and be sure that it is the original. True, all eight sculptures from this series are original, since it is impossible to repeat exactly any of Daum's products.
How do you manage to lead famous artists and famous designers, directing them into the mainstream of Daum's core philosophy, because each of them has his own view of things?
Oh, I'm very strong (laughs). In fact, I have a clear vision of what Daum is and what this company should be like. All this thanks to the rich history of Daum and the roots that allow it to maintain a strong connection with nature. I also know exactly what we can produce at our production facilities. I know where the limit of imagination should appear, since any idea should be technically feasible. And I also know what collectors and end-users of Daum products want. Therefore, the decision on the production of a particular decor or sculpture is made on the basis of all these factors. Even if any questions arise, we solve them at a round table - with our chief executive officer, our creative team and marketing department.
When the concept of a new collection is born, the most difficult part of the work is technical preparation - the manufacture of the first samples, casting of molds from gypsum, calculation of production time and other issues. You need to be very careful. Every week I go to the factory, and each product, before it is put into mass production, at each stage of its manufacture I check personally. All responsibility for the production of each product, from beginning to end, lies with me. Therefore, I quickly find a common language with artists, since any of their ideas is primarily considered by me from the point of view of technical capabilities for its implementation.
Then tell me, by what principle do you select artwork for the new Daum collections?
There are two options. The first is if I feel that the work of the artist suits Daum in spirit and corresponds to its philosophy. The second - if I myself have some kind of project for Daum. But I use the second option less often, since it is very difficult to convince the entire team of the company, including the management, that this project suits us. In such a situation, I can only consult with my design team, listen to their opinion, which I trust. It seems to me that you just need to know in which direction you want to move, and try to look for projects that meet the original plan.
You work with many European artists to create Daum collections. Never had a desire to invite Russian artists and young designers to collaborate?
Not yet, but I would like to try in the future. I know that Russia is famous for its art academies, and I even met with some students. They are very talented. Several times I flew to Russia at the presentation of Daum. These were luxurious events, in expensive hotels, with many invited celebrities. In fact, I am a very open person, and if they offer me something unique, then why not try to translate it into stained glass.
A trivial question, but what are your plans for the future and what are you working on now?
I’m still thinking about future plans, but it seems to me that it would be nice to create a Daum gallery, where it will be possible to present our exclusive products from different collections. By the fall season, we are releasing the Glamor collection and we are continuing to produce sculptures from our Love Collection, which is being worked on by a variety of artists and will include about 65-70 sculptural compositions of different sizes, colors and shapes. We are also working on a gift collection consisting of small decor items worth approximately 1000 dirhams each.
In September, we will present the Gorgeous collection on the international market, which will include the “jewelry” vases “Peony”, “Paradise birds”, “Butterflies”. In these vases, natural pearls and golden threads will be soldered into the glass. "Paradise birds" will be decorated with diamonds. In the Butterfly vases, we plan to “seat” silver butterflies, some of which will be hidden inside the glass, gradually appearing on the surface, as if flying out of a vase. In my opinion, these will be very expressive and dynamic collections.
Why did you decide to name the new Glamor collection and what does this word mean to you personally?
Personally for me? (laughs). This is a very good question. The word glamor is, first and foremost, marketing; we simply follow a generally accepted trend. If you want to be heard, then speak the language that everyone understands. This word is on everyone’s lips, it sounds the same in Paris, and in Dubai, and in Tokyo, and in New York, and in Hong Kong, and in Moscow. That's all.
Since we have touched on geography, please tell me which market is the most favorable for Daum?
We present our collections around the world, except for Africa, despite the fact that we are releasing a magnificent African series, perhaps my very favorite. In the first place I would call the United States, even during a recession, then - the Middle East, Southeast Asia and Europe, which are in approximately equal proportions in terms of sales. Our products are very well bought in England, and almost never sold in Germany. And we know why. The Germans are more conservative in their tastes and habits of decorating houses. The British, by contrast, are more susceptible to our creations. In the UAE, our products also sell very well. And if in general, then all over the world Daum collections are presented in more than 650 points, in 10 own Daum boutiques and several specialized sections. And our sales volumes are still good. What will happen next, time will tell.
Thanks, Jean Baptist, and good luck.
