Double Vision

For Milan Design Week 2025, London-based industrial design studio, BLOND, collaborates with New York-based grooming brand Harry's on an exhibition exploring the use of Artificial Intelligence (AI) within the design process.

As the design industry rationalises the adoption of AI, many questions surrounding authenticity are cause for debate. Concerns about the erosion of craft and job security echo across the industry. Can AI benefit designers and end users while preserving originality, design craftsmanship, and human touch? What will the design process look like in the near future?

In the heart of Milan's Brera district, a recognised hub for innovation during the annual Milan Design Week, the thoughtful and immersive installation will vulnerably navigate these questions through a live case study:

BLOND and Harry's will invite visitors to track the design development of two facial steamers; one created by BLOND using, where possible, exclusively AI tools—and a second created by Harry's using 'traditional' processes that are well-known and adopted within the industry.

The exhibition, at its core, is a research project. The two alternative and isolated workflows will be analysed. The outcome will be BLOND and Harry's recommendation for AI integration within the design process. 

BLOND is known for its exploratory approach to design, keen to challenge the norm and provoke new ways of thinking. This was reflected in BLOND LABORATORY during Milan Design Week and the London Design Festival in 2024, where the inspiration for a series of new products—was pointedly non-digital and instead, took low-cost artefacts as the starting point.

Harry’s enhances the grooming experience through innovative formulas and elevated product design. The company’s in-house design team focuses on developing  thoughtful and modern tools for your daily routine. Harry’s past collaborations, with Tom Dixon and Made Thought, have pushed the boundaries of what can be expected from a modern CPG company and created a dialogue within the global design community.  

James Melia, Founder and Creative Director at BLOND, says, “Collaborating with Harry's has been a fantastic process—its in-house team is an incredibly talented and passionate group of designers. I am immensely proud of what we have created together. Everyone is worried (or in denial) about what the future holds with AI advancements—our teams have delved into the unknown, with complete vulnerability, to find out. The outcome is both surprising and illuminating—we can't wait to share it with the Milan Design Week visitors in April!”

Ryan Dougherty, who leads Design across the Harry’s Inc. portfolio of brands, says “We've always been huge admirers of BLOND and are so proud to be bringing our teams together for ‘Double Vision’ at Milan Design Week. When we kicked off this partnership, we expected to learn more about the potential of AI in design and what it means for the future of our work. What we also gained through the process was a totally fresh perspective on the enduring value of traditional design solutions.”

Frank Zaremba, Director of Design at Harry’s, says “We have always valued good, purposeful design that feels essential. We create functional objects that are minimal, with an added element of warmth and humanity—objects you want to display. That’s why we were so excited to work on this project with BLOND, a team that shares our values and design ethos. We’re incredibly grateful for the opportunity to connect with the broader design community in Milan.”

‘DOUBLE VISION’ aims to provoke discussion around the inevitable advancement of AI within the creative industries and give a glimpse of how the future of AI in design, may look.