Our brand was named in celebration of the life of Elad Klein, an exceptional artist, musician and designer who died in a kayak accident in Hong Kong in 2006.
Exploring the boundaries between art and design, Elad wrote a design manifest that calls for designers to embed intentional flaws in their designs, thus creating products that are functionally imperfect. Elad's intention was to force users to adjust their habits and the way they were using daily objects in order to compensate for the product's flaws. Elad figured out that 78% is the right amount of perfection. More than that would not create the desired effect and less than that would result in a useless product.
Dying at the age of 31 brought an end to Elad's creative path, leaving his artistic and musical visions unfinished. To celebrate his extraordinary creative spirit, we committed ourselves to support up and coming creatives by producing special projects and events, under the label latform78.
We are always on the hunt for talented emerging artists that could benefit from our Platform. Please feel free to recommend creative spirits to us.