David Caon
industrial designer
Industrial designer David Caon. Photo: Nic Cubbin
Interview by Janne Ryan | Photography by Nic Walker, Nic Cubbin, Tom Ferguson, Jovian Lim, Bart Celestino
Industrial designer David Caon has a knack of finding himself in the right place at the right time. He’s taken risks and they’ve paid off. Having trained under design legends Marc Newson and George Sowden, David is now creating new brands he hopes will become legacy design businesses. COVID think-time has sharpened his focus. If you’ve flown on a Qantas A380 or 787 Dreamliner you’ve been in a flight cabin he has designed.
WHAT DO YOU DO?
I’m creative director of CAON, my Sydney-based design practice, and co-founder of Laker, a furniture brand established in 2020 with my friend and colleague, Henry Wilson.
WHY AND DID YOU BECOME A DESIGNER?
I was always drawn to forms – technology, engineering and futurism. I trace this back to spending time with my grandfather who was a handy carpenter, always making things in his shed. And my father owned restaurants, which I grew up working in.
*David is a graduate in industrial design from the University of South Australia. In 2000 he was accepted to do a Masters of Automotive & Transport Design at Coventry University, UK.
Qantas Singapore First Class lounge by CAON and Akin Atelier. Photo: Jovian Lim
WHAT WAS YOUR TURNING POINT, THE GAME-CHANGER?
I originally moved to Europe to study car styling at Coventry University in the UK. Once I got there it only took a few weeks to realise that the focus of my future work was going to be too narrow. So I bailed out of university and started looking for work in a design studio.
THE CHANCE OF A LIFETIME?
I can trace my entire career path to responding in 2001 to a job ad with George Sowden’s* studio. It wasn’t deliberate or planned, it was really about being in the right place and being available. Surrounded by so many of my heroes, that’s where I started building a network of people who really shaped my journey. It started my real career. So much of what I have done has been around human connection and timing.
*George Sowden was a founding member of the Memphis movement.
Cruise control, David Caon in his 1972 Alfa Romeo. Photo: Nic Walker
WHAT DRIVES YOU?
My choices now are a bit more deliberate. There’s more at stake. I have a business, staff, family, responsibilities. I can’t ride the wave so much.
STRENGTHS & WEAKNESSES?
I love to discuss ideas and discover things directly from people. I work hard and I think about my work all the time. And I’m pretty determined. However, many of those strengths can also easily flip into weaknesses. I work a little too hard and can micro-manage. Stressing over details and working over multiple versions of the same concept isn’t necessarily efficient.
“Many of those strengths can also easily flip into weaknesses.”
Qantas Singapore Business Class lounge by CAON. Photo: courtesy CAON
HOW DO YOU FIND YOUR CLIENTS?
I’ve never found a client. They find me. I’m not sure someone that does what I do can actively look for clients. You don’t just find clients wanting a transport interior hiding under a rock! We’ve been fortunate over the years to have been included in some wonderful publications and this helps people become aware of our work. I also have a great network of creatives around me and we often direct opportunities to each other. Whether that’s a collaboration or simply just connecting the right people when you see a synergy.
Qantas Singapore First Class lounge by CAON and Akin Atelier. Photo: Jovian Lim
BUSINESS GOALS?
I try to limit my goals so that I can focus on a few things that I’d like to work towards. It’s not a very romantic endeavour, but it is valuable. We can’t just drive around without knowing where we are headed. Laker – my new furniture brand with Henry Wilson – is important to me this year. Henry and I want to build that into something special, something that outlasts us. Like all the special brands.
Key clients include Qantas, BLOC, Living Edge, Noritake, Schneider Electric Own brands: CAON, BLOC and Laker.
DESIGNING FOR QANTAS – HOW DID THIS HAPPEN?
My early involvement with Qantas Airways was while I was working at Marc Newson’s studio in Paris. I loved working with the airline as I’ve always been passionate about transport and engineering. The original design of the A380 cabin interior was the largest project we undertook for the airline, amongst other, smaller gigs. After returning to Australia, I continued working with Qantas, either via Newson’s office or during my time as an interior designer with (architecture firm) Woods Bagot. There was tremendous continuity and learning over that period. I started to understand a lot about how and what that brand really meant and worked across most of the key areas.
WHAT HAVE YOU DESIGNED FOR QANTAS?
I designed the International Business Class lounges in Hong Kong, Singapore and Perth in collaboration with a company called Sumu. The First Class lounge in Singapore (with Akin Atelier) and the Chairman’s Lounge in Perth. I designed the refurbished cabin interior for the Qantas A380 and the cabin interior for the Qantas 787 Dreamliner. This includes all the fabrics, carpets, curtains, blankets etc. I also designed the current Qantas Premium Economy* and Economy seats and the current Qantas Tableware (all crockery, cutlery and glassware). There’s some other stuff, but those are the main things.
* Qantas Premium Economy seats in image gallery above. Photos: Tom Ferguson
Stainless steel cutlery for Qantas by CAON. Photo: courtesy CAON
“I was trusted with important projects, which gave me great confidence.”
WHAT DID WORKING FOR MARC NEWSON TEACH YOU?
I worked at Marc’s studio in Paris from 2003 to 2007, and sporadically after I left Paris. I was really just another employee. There is a bit of a misconception that Marc was some kind of mentor to me. There are definitely teachings I took from Marc and the studio, but I see that time as a holistic experience. I was exposed to terrific clients and companies and met a lot of fellow designers. I was trusted with important projects, which gave me great confidence, so when I started my studio (in 2009), I knew I could do the work that would be required.
Qantas Brisbane Chairmans’ lounge reception by CAON. Photo: courtesy Qantas
WHAT DID WORKING FOR QANTAS TEACH YOU?
I maintained my relationships within Qantas after establishing CAON. There was great trust there. I had to prove myself, of course. Aviation is a very unique, niche field. It requires specialist knowledge, experience and hard work.
CAON’s work with Qantas is currently on hiatus due to COVID.
Qantas Brisbane Chairmans’ Lounge by CAON. Photo: courtesy Qantas
HOW DO YOU STAY FOCUSED?
Staying focused is one of my biggest challenges. I’m easily distracted and this can definitely get in the way of deadlines. In the studio, I like to assign projects to staff members. In a sense I want them to be my boss, I like people to be empowered. I don’t like to manage very much. That’s the ideal anyway. All that said, when there is a serious deadline in play, I can work through the night.
“Sometimes, even just proposing certain ideas is risky.”
ROLE OF RISK TAKING?
Creatively you have to be prepared to take a risk and convince your clients to join you. Sometimes, even just proposing certain ideas is risky. It can be nerve wracking, especially with larger projects that have a lot of moving parts. If it doesn’t come together well, then you’re kind of out there on that limb, alone.
Like minds, David Caon (front) and Henry Wilson. Photo: Bart Celestino
2020 COVID INSIGHTS?
As a studio I think we need to take more risks. That’s been a big part of my strategy during the pandemic, ie: establishing Laker with Henry Wilson. I don't want my work to be limited to consulting. I want to really understand and undertake the manufacturing process. Outside of design, I’m more risk averse. I’m a firm believer that financial sensibility is somewhat inherited and I see my pattern of risk tolerance in my parents. That’s probably a good thing. Also, having children means that I’m not just responsible for myself. I’m definitely not surfing anymore. I was awful at it and my drowning risk is definitely elevated.
Continental Shelving/wardobe system by Laker. Photo: courtesy CAON
HOW DO YOU PUSH THROUGH DIFFICULTIES, COPE WITH FAILURE?
I have wonderful people whom I trust and talk through issues with. Having a broad range of mentors is very valuable. People don’t need to be in the same field in order to offer sage advice. In fact, I think sometimes it’s better if they’re a bit removed. I value making a decision thoughtfully, but quickly, and then acting immediately. I don’t put things off just because they’re difficult.
WHAT KEEPS YOU AWAKE AT NIGHT?
Achieving my personal goals. I don’t worry about too much else. I have a wonderful family and we have our health which, I believe, are the most important things in life. Beyond that it’s just about what we want to achieve with the time we have.
Powder-coated steel tracks encased in timber are the backbone of the Laker’s Continental Shelving system. Photo: courtesy CAON
YOUR HARDEST LESSON?
Knowing who to trust is difficult. I’ve been taught a few lessons both professionally and personally and it generally comes down to misplaced trust. When you’re younger and hungrier it’s easy to believe what people tell you. I’m very careful now about who I collaborate with and who I’m friendly with. That said, I’m very fortunate to have wonderful friends and colleagues. I know there will be failures and lessons going forward – definitely – but I feel like I’m prepared to understand them and deal with them.
“I don’t put things off just because they’re difficult.”
WHERE TO FROM HERE?
The studio is changing a lot, in a really positive way. We love our consulting work, but we’re doing a lot of design for our own brands now which means we have to think differently. This year – for both CAON and Laker – we’ll be focusing on developing our process. It’s a real challenge. Additionally, we’re welcoming another family member and renovating a house. I don’t think there will be much sleep.
