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New Tendency expanded the table "Masa" to a whole system.
© New Tendency
New Tendency expanded the table "Masa" to a whole system.

The expansion of the working zone

With its highly precise, pared back furniture the Berlin label New Tendency has made itself an international name. With “New Tendency+” they are expanding their portfolio to include customizing.
by Jasmin Jouhar | 9/25/2017

“Berlin is the ideal place to establish a design company,” says Manuel Goller. When the partner and Creative Director of New Tendency describes how he set the firm up, there is a touch of the cliché about it: “This city allows us to work and think freely in many regards. It has a highly active and inspiring art scene that attracts many designers, photographers and other creative professions.” That said, the description must be accurate, after all, in recent years Goller together with his brother Christoph and Sebastian Schönheit have succeeded in moving their label out of Berlin. Meanwhile, the furniture and accessories are not only on sale in Germany and other European countries, the brand has also made its mark in the United States, Canada, Japan and Korea. 

Sebastian Schönheit, Manuel and Christoph Goller
© Jonas Lindstroem
Sebastian Schönheit, Manuel and Christoph Goller

The clientele of New Tendency+ is also international. Under this name the three men provide customized concepts for industrial design, interiors and production. Whether they fit out a store for spectacles brand Ace & Tate or design porcelain objects for the Royal Porcelain Manufactory Berlin (Königliche Porzellan-Manufaktur Berlin), they see this area of their work as a “creative outlet for our creative curiosity and product ideas that cannot be integrated into the collection,” as Manuel Goller explains. Today there is a “huge demand” for planning interiors and individualizing products.  Client of the Goller brothers and Sebastian Schönheit include Artsy, Design Offices, Soho House and We Work. Often the commissions come from persons, who have already bought furniture from New Tendency. With the collection the label responded to the growing business sector: “For our project clients we collaborated with Masa to develop an entire system of table sizes that architects and planners can adapt to suit the needs of their clients,” explains Manuel Goller. The table system comprises a steel base that can be combined with various tops. In its clarity it corresponds with the design approach typical for New Tendency – an attitude that even gained them entry to Silicon Valley. However, the trio is not allowed to disclose the name of this particular client. 

A matching bench is also available for the "Masa" table.
© New Tendency
A matching bench is also available for the "Masa" table.
In the office of the agency Meiré Meiré "Masa" is one of the design pieces.
© New Tendency
In the office of the agency Meiré Meiré "Masa" is one of the design pieces.
© New Tendency
New Tendency has developed the interior design for the eyewear brand Ace & Tate in Berlin.
© New Tendency
New Tendency has developed the interior design for the eyewear brand Ace & Tate in Berlin.
© New Tendency
© New Tendency

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