'5+1' with CMF design manager Lyse Martel

In this edition of '5+1’ we spoke to Copenhagen-based CMF design manager Lyse Martel about her current job at Bang & Olufsen, the synergy between sound and mobility, sustainability and her future vision with regard to the use of materials, her learnings from living in various big cities, her favourite type of mobility in Copenhagen and where she sees the benefits and chances of having more women in the automotive industry.

1. Looking back on your career, you have already worked for several international automotive brands. Currently you are responsible for the appearance of one of the most aesthetic and authentic sound manufacturer B&O. Where do you see the synergy between sound and mobility? 

Sound and mobility are closely linked, even more during the pandemic time as people are adjusting to different ways of living and working; a good audio product helps to create a comfortable environment, allowing to work remotely while connecting with colleagues and clients. In the future of working, many won’t be attached to one workplace but immersed in an ever-changing environment of different people and situations. This new way of working will create a need to eliminate noise and stress. There will be more virtual travels as an efficient way to interact with others, so with that come opportunities to help people go more real and find a good balance between their physical and digital experiences.
Sound also relates to mobility with the headphones you take on a train journey or the portable speaker you bring to the outdoors. With audio products, we address topics such as comfort, size, flexibility and durability, aiming to provide a smooth experience for long listening hours. Whether it’s at home or on the go, the product should allow you to recreate your own capsule, it might motivate you for a run or calm you down. For headphones, features such as Adaptive Noise Cancelling are key. Providing this immersive experience is also sought after in the automotive industry, especially in newest interior concepts.
In my job, whether designing for a car or for electronics, I am interested in creating personal connections with the user through fine interfaces, shapes, materials and colours. With a topic as impalpable as sound and an increasingly digital world, providing a beautiful tangible experience is a fascinating topic.

2. Sustainability and authenticity are two key elements in today’s design language. What is your future vision with regard to the use of material?

To me, authenticity is about being honest and transparent with the materials’ origin and their quality; whether artificial or natural, materials should be used for their true characteristics and be linked to a function rather than be solely cost-related or decorative. Defining new aesthetics and finishes for more sustainable materials is also very interesting, in a way that reveals their uniqueness.
Materials' production and their life cycle should also be carefully considered. Making a product has a big impact from a social and environmental point of view. As designer we can have a great influence on sustainability through the decisions we make every day while developing products but also by influencing others. Many want to do good and would happily participate, but sustainability is an abstract topic and people do not necessarily know where to start. While having a vision, it is good to choose a couple of very concrete actions that can easily be understood and implemented in one’s organization. It is important to demonstrate these actions’ impact with facts. Sometimes just removing a component can have a big influence and make a lot of sense.
Design criteria such as disassembly, green chemistry and waste avoidance are good to keep in mind. Designing for circularity and longevity, having a systemic approach, is the most important in the long run. This means looking at materials and components’ life cycle from production, transportation and use, understanding what will happen with them during their lifespan. There are many possible strategies to reintegrate materials and different possible cycles too, not all products have to follow the same sustainable strategy.

3. You have already lived in some of the biggest cities in Europe. What are your learnings from living in these cities and how has it affected you?

Growing up in the North of France, I have mostly lived in Amsterdam, Detroit, Paris, Munich and Copenhagen. I am a big fan of Europe and currently live between Copenhagen and Berlin. Apart from learning career-wise, I have been in touch with different languages, cuisines, values and habits. The landscapes, the architecture and the music always have an impact on me too. Looking back, I could pick what I enjoyed most and implement it to my life, so there is a richness to this.
Making roots in different countries has also developed my ability to adjust and to understand others. I met great friends, colleagues and mentors; there was always someone to learn from and to connect with. You can click with people from all walks of life and make a home anywhere, even in unexpected places. Every culture made me a better person, whether it was an immediate natural fit or not.

4. Your new hometown is Copenhagen. It’s called the happiest city in the world. What has been your first impression and what’s your favourite type of mobility there?

People are kind and considerate; I find the daily interactions very friendly and based on trust. The society sticks together and you can sense the idea of maintaining a good place for all.
A lot of refinement can be found all around, there is an eye and a love for beautiful, minimal details and for natural elements. The access to water and the activities linked to this is something I love here too.
Of course, my favourite type of mobility is biking, which is healthy and feels great. We have very large bike paths and a safe, functioning system. There is a brand-new metro line that opened a year ago that is beautiful and great to use. I also like taking the train through Denmark, railways are well connected between the different danish regions but also to Sweden and Germany.

5. The mobility industry is still male-dominated. With your background in the automotive industry you experienced this. Where do you see the benefits and chances of having more women in this industry?

Diversity enriches and nuances the vision a company might have; it adds a variety of qualities, skills and talents, which reshapes the workplace and has an impact on the products and innovations that are being developed. As we walk away from stereotypical automotive and tech product designs, different and inspiring people are getting involved in the mobility industry, which is refreshing. For most of human history, women and minorities’ perspectives have not been recorded, so a lot has been missed. For a company, appealing to a large audience, offering better, more progressive solutions is important. Having more diversity is a chance for new business models, products’ fit and comfort, aesthetics and more. Too many products are still designed with a one-size-fits-men approach, creating situations that range from simply annoying for the user to unsafe when, for instance, different bodies’ measurements are not taken into account. I believe user scenarios that incorporate gender sensitive thinking - asking if a decision will serve all - simply leads to smarter and more beautiful cities, living spaces and products.

And the + 1 question from Lyse to you: “None of us will forget 2020, a year of challenges where many trends have accelerated; what are your learnings from the past months and what will you prioritise and value over the next years?”

Pictures: Lyse Martel
Interview: Jill Eickholt