During his tenure as director of Braun’s design department, Rams initiated a groundbreaking aesthetic philosophy, firmly rooted in the principle “less, but better”. Lauded by many as the master of minimalism, he is seen as one of the world’s most influential product designers. The White exhibition presented a vast collection of Rams' work. It was hosted in conjunction with das programm at renowned British fashion designer Smith’s recently extended store, No. 9 Albemarle Street.
The aim of das programm was to gather a curated collection of Rams’ work, which has been influential over the years. With a focus on his more popular and sought-after designs, the objects on display varied from his famous SK4 turntable to his renowned range of wall-mounted speakers.
Smith describes the exhibition's personal relevance:
The work of Dieter Rams is very close to my heart. When I opened my shop on Floral Street, Covent Garden, in 1979, I was actually one of the first people in the whole of the country to sell the products he designed for Braun. Customers would travel from all over the place to come to my shop and get their hands on one of his iconic ET66 calculators. He has been an enormous influence on other designers for decades. I love the confidence of the clean lines and the subtle use of colour. He's an absolute genius and I'm delighted to be exhibiting such an extensive collection of his work at No. 9 Albemarle Street.