Beginning his career as an architect doing mostly lodges and eco-architecture, Adam Hoets has always been deeply connected to nature. An inspiration that acts as a throughline from architecture through to his lighting designs for willowlamp. Now he is the owner, founder, and creative director of willowlamp, a business that supplies the best and brightest for your space. Let’s find out more about Adam and willowlamp.

You are the founder and creative director of willowlamp, how did you go about starting this venture?

Back in around 2004/2005, I had a lull between architectural projects. So I started tinkering and playing around with the ball chain material that my partner had in her jewellery studio. After a few failed attempts we happened across the idea that really underlies the whole of willowlamp, the tiny notch which is laser cut into stainless steel sheet metal and enables the ball chain to clip into place without any fasteners. We realised very quickly that this idea had tremendous potential as it could easily be translated into an almost limitless variety of forms, so we immediately went about applying for a patent on the idea. Then it was all about launching a design brand and building a business which is where all the hard work started.

You studied architecture and specialised in designing sustainable buildings what prompted you to venture into the industry of customised lighting designs? Has it always been a path that interested you?

I think deep down I always had the feeling that architecture by its nature of being a service type business, had its limitations and restrictions both on creativity and on profitability. Architecture is just about the worst business model any architect will tell you! I love architecture but even back when I was studying, I had this strong feeling that it was not what I’d do to make my living or establish myself. I had this idea that I’d come up with an idea for a product and then possibly even return to Architecture later on and do projects or developments more on my own terms, possibly with my own investment. That still seems quite a long way off, but you never know.

What is the story behind the name and creation of willowlamp?

Weeks of driving around, sitting at cafes, coming up with ideas for a name with each one as lame as the previous one. Then suddenly out of the blue. Boom. And I knew right away we had it. It’s really the perfect name as it embodies and evokes the feeling of nature and the way the chain hangs and moves in the air and feels almost alive.

Having done some research into willowlamp it is known that yours is one of the most renowned businesses in South Africa’s lighting industry, and you have been recognised internationally as well, having bagged 4 international awards for willowlamp’s unique designs? What has been some of the highlights of such a prestigious journey?

Nothing, in particular, stands out, it’s been a long and steady journey, there have been numerous local and international shows & awards which are nice, but they are not the reason I do what I do. Now that we’ve really consolidated and completed the collection, I am more excited about opportunities to do large-scale one-off art piece installations and creations. An example of this would be the 4 x 3-tonne chandeliers we did for a 6-star hotel in Perth called Crown Perth. These tend to stand out these days.

From hotels and casinos to homes and apartments, what is the biggest difference or challenge for designing a unique product for these different spaces?

Oh, there are many and each project is different and presents a unique set of challenges. Often, barriers to trade such as safety regulations and ratings can be a real nightmare and every country has its own rules, hidden expenses, and nasty surprises which one learns along the way. But normally the biggest challenges are working at scale. The bigger the chandelier the more difficult it becomes both to design, to make, to transport and to instal. Sometimes this involves having to come up with ingenious solutions which can be quite a challenge.

This may sound like a bit of a silly question but, much like in fashion, do lighting designs have their own trends and seasons? Like, are there particular design schemes that you may follow in winter, spring, or any of the other seasons as I know that you are deeply inspired by nature itself?

You are speaking to the wrong person. I am not interested in following fashion and trends as it encourages a huge amount of consumerist waste. To me, real beauty will never go out of style and if you stay close to nature for inspiration you can’t go wrong in finding beauty. I also think one has to find one’s own sense of style and not follow the herd and throw everything out when the next trend comes along.

What are some trends in the lighting industry that you have noticed both clients and markets falling into? And, what are the trends you enjoy and some you may dislike?

Endless, boring, super minimal designs often just rehash arrangements of balls and sticks. Or arranging and juxtaposing odd combinations of shapes and materials. Mega Yawn, no soul no beauty and not inspiring. I can’t wait for it to end.

What advice would you give to architects who are starting their journey?

Don’t… unless of course, you don’t care about being poor, working always and always struggling. It does have its rewarding moments, but it really isn’t for everybody.

Seeing how you have welcomed a new edition to your family of beautiful hanging designs, tell us what is a sconce and why is it something that homeowners should look into adding to their home décor?

Our latest collection actually consists of 4 new chandelier designs also but it is really all about an entirely new category that we had never explored before which is wall sconces and wall lanterns. A sconce is a wall light that is fixed directly to a wall, which feels like it’s part of the wall. The wall lanterns on the other hand are projected away from the wall, they are almost like pendant lamps except fixed to the wall. Most of the wall lamp designs that we have included in the new 2021 collection are actually versions of designs intended to complement the existing pendant and chandelier ranges. There are however one or two that are wall lamps only such as the halfpipe and quarter pipe.

Final question, we heard that there will be a willowlamp exhibition happening until the 31st of July. Please tell us more about this, where we can find you and what we can look forward to?

Sure, we had intended to launch the wall lamps last year literally just as a covid hit so we were forced to delay this. Then we were approached earlier this year by 100% Design & Decorex who were planning a ‘design trail’ in place of their normal trade show format, again because of covid. And so, we thought well why not combine the two. The exhibition is actually over though since the 3rd wave really makes it impossible to host people. However, people can still make 1 on 1 appointment’s to come to the factory and view some of our designs.

Words: Thuveshnie Govender | Photography: Courtesy Images