Fresh off their win as Product Design Company of the Year at the FX Awards, our Managing Director, Daniel Gay, caught up with the team at Deadgood to ask them five questions to uncover the secrets behind their success.

1. Congratulations on winning Product Design Company of the Year at the FX Awards! What does this recognition mean to you and the team at Deadgood?

Elliot Brook: First of all thanks! This is one of those occasions that has really made me pause, reflect and feel the weight of the journey. Winning means much more than just the recognition and the award. It’s a celebration of two decades of belief, hard work and the incredible people who’ve brought Deadgood to life along the way.

When Dan and I set the company up in the front room, we had no business experience, just a loose plan scribbled on the back of a beer mat and a shared determination to create something meaningful.

Our big idea was to create an internationally recognised design brand. We knew that we wanted to approach it in a very different way to anything that we could see in the industry. Our aim was to develop an exciting company that people would genuinely be inspired to work for and work with. What we couldn’t have imagined, despite our optimism, was the incredible community of people who would ultimately join us on this adventure. The designers, collaborators, staff, mentors, clients, friends and family, who have all played their own part in helping to shape our small but significant company into what it is today. And of course, you’re a part of that too!

In this regard, Deadgood has and always will be, about people, not products. To Vicki Leach, who started as an intern and now leads our design team with vision, creativity and dedication. To the super talented network of designers we’ve worked with. To the clients who trust us to bring their spaces to life. This award belongs to them as much as it does to us.

The words of the late, great Gonzo journalist HST capture a conscious mindset that resonates deeply:

“The Edge. There is no honest way to explain it because the only people who really know where it is are the ones who have gone over.”

I believe that the Edge represents a universal truth. This perspective embodies the courage to push boundaries, embrace risk and explore the unknown. In finding the Edge, it is possible to discover the cracks, the spaces where convention fades and the potential for true freedom and creativity emerges. Building a company based on these principles takes more than talent though, it takes time. Years of searching, discovering and growing have shaped who we are and I feel that this journey isn’t just part of the process. It’s the foundation of everything we’ve achieved and all we aspire to be.

So, while this award is a milestone, it’s worth recognising that it’s not the destination. Our true aspiration is to keep nurturing a culture that inspires, uplifts and empowers those around us. To continue developing a brand built on collaboration, creativity and purpose.

2. How do you see the role of innovative design evolving in the furniture industry over the next few years?

Dan Ziglam: In today’s fast-paced and ever-changing world, innovation in design isn’t just a nice-to-have, it’s the lifeblood of staying relevant. 

With new technologies (especially artificial intelligence) changing the game, we’re seeing a seismic shift in how products are imagined, designed and made. AI is opening up a world of hyper-personalisation, clever modelling and streamlined production, which means innovation has gone from being a competitive edge to an absolute must.

Clients aren’t just after pretty things anymore, they want it all. Cutting-edge aesthetics, top-notch functionality, sustainable materials and responsible production. With eco-conscious consumerism on the rise, sustainable practices like modular designs and recyclable components are no longer optional, they’re the price of entry. And let’s not forget the workplace. It’s transforming at breakneck speed. Hybrid and remote working are redefining what we need from furniture – flexibility, ergonomics and multi-functionality. The companies that thrive will be the ones who keep up with these shifts and create designs that fit seamlessly into the new ways we work and live.

So, what’s the secret to surviving and thriving in this brave new world? Simple – innovation, innovation, innovation. Not as a buzzword but as a way of life. 

Keep pushing boundaries, embrace change and create designs that truly matter.

3. Can you share some insights into Deadgood’s approach to sustainability in both design and manufacturing?

Elliot Brook: My belief is that this idea of being ’sustainable’ goes beyond materials and processes. At Deadgood, we believe it’s about rethinking the entire life cycle of the products we create. It’s not just about sourcing responsibly or using eco-friendly materials. It’s about thinking through every step of the journey, from conception to disposal. Every stage of the process is an opportunity to consider our impact and to stay true to our responsibility as creators. As barriers to sustainable practices grow, driven by cost pressures, logistical challenges, resistance from decision-makers and inconsistent regulations (this really pisses me off), the need to highlight and reward genuine efforts becomes more critical than ever.

I see many companies doing the right thing and that’s inspiring. But we need to ensure these honest efforts are noticed and valued, not undermined by those who take shortcuts or prioritise vanity projects over real impact. Sustainability shouldn’t be just about ticking boxes. 

As an industry I believe we need to create better solutions, products that last longer, work harder and inspire change. Where we act upon safeguarding our future. With lasting impact being the goal, not just the illusion of it.

4. What advice would you give to architects and designers looking to integrate your pieces into their projects?

Dan Ziglam: If you’re an architect or designer thinking about incorporating Deadood into your projects, here’s the secret, treat them like the stars they are! 

Our designs aren’t shy background extras, they’re the main event. Whether it’s a minimalist setting that needs a bold focal point or a maximalist space that craves a touch of playful refinement, our products bring personality and purpose to any environment.

They’re versatile, sustainably crafted and built to last, so it’s not just about the aesthetics (although they do look fabulous). It’s about creating something that works hard, stands out and keeps your clients happy for years to come. When pairing them with other elements, think of it as matchmaking, textures and tones should complement, not clash. And don’t be afraid to get creative! Our designs thrive in unexpected spaces, adding a twist that makes people stop and smile.

If you’re stuck for ideas or just want to brainstorm, give us a shout. We love getting involved in projects and can help bring your vision to life. 

At the end of the day, our pieces are made to steal the show, so let them.

5. What trends or challenges in the market are driving your creative direction and product development?

Vicki Leach: The perpetual drive for newness is a constant challenge in our industry. Our focus is on breaking this cycle by designing timeless pieces that endure, transcending ever-changing aesthetic and cultural shifts. While we remain agile in responding to trends and evolving workplace insights, our true goal is to create products with a life that extends far beyond their initial purpose.

 We prioritise sustainable design practices, aiming to redefine the product lifecycle. This means designing not only for function but also with emotional durability, creating pieces that resonate deeply with people, fostering lasting connections that encourage long-term use. We also focus on designing for disassembly, ensuring that components can be easily separated, repaired, or recycled, reducing waste and extending the life of each product.

 To achieve this, we collaborate closely with manufacturers and material suppliers, challenging them to innovate alongside us. The aim is to source sustainable materials that are not only environmentally responsible but also accessible, ensuring these innovations don’t come at the cost of design integrity or affordability

 Another key driver is wellness within interiors, understanding its impact on product design and how our bold, fun, and eclectic creations can contribute meaningfully to these spaces. We strive to push boundaries, offering products with personality that stretch conventional categories.

Ultimately, it’s about staying relevant, not by following trends but by forging our own path and inspiring others to do the same.

Interested in Deadgood products for your next project? Reach out to our Sales team for a quote or to learn more.

Interested in learning more? Visit Deadgood’s website and follow us for updates on future collaborations and insights.

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