Pia Wüstenberg, founder of Utopia & Utility

The background story

Pia Wüstenberg’s childhood was spent between Germany and Finland, and her dual culture is the very thing that now inspires her one-of-a-kind approach: nurture, protect and connect European craft skills. Her brother, Moritz, shares that self-same vision, and has been by her side since she first set up the brand back in 2012. The pair are intent on shaping a more conscious and beautiful world by reintroducing traditional craftsmanship as an affordable modern-day luxury. Design is what drives their philosophy. The pieces that make up their collection, and notably their stacking blown glass and burnt wood vessels, are a testament to that. Working out of a forest lodge where she also lives with her family, Pia strives to ensure that every single design connects mankind with nature in the artisans’ expert hands. A decade after first starting out, Utopia & Utility has recently forged new partnerships in Asia and Africa, and is notably turning its attention to delicate Japanese woodwork and the country’s intricate paper crafts. Blending a multitude of techniques from faraway places enables the firm to keep broadening its horizons whilst drawing on the world’s eclectic wealth of artisan expertise.

The rocky start

Pia Wüstenberg: “Glass is a material that is deeply rooted in my Scandinavian culture. As a child, I attended an exhibition in a garden that was teeming with colourful glass creations, and it really stirred my soul. Then, whilst studying design, I developed a keen interest in anything handmade and the stories designs can tell. Unlike anonymous mass-produced pieces that give nothing away about their origins, I love objects whose appearances generously divulge the secrets behind how and where they were made. Imbued with luminous magic, seemingly transparent about its past, glass is the most mysterious material of all. I consequently wanted it to feature as the primary material in my designs. It didn’t take me long to realise, however, that there are very few glass blowing factories in Europe. Having no long-term partnerships complicates production.”

The turning point

Pia Wüstenberg: “The turning point came thanks to Maison&Objet Paris! I was convinced that my brand was still too small to take part in the event, and that I wasn’t ready, but the Sales Director of the Signature Zone got in touch and persuaded me to attend. Once we were there, I began browsing the aisles, and ended up connecting with some artisan glassmakers. It was the first time ever that we weren’t simply engaging with stockists. Another thing that’s important is that Maison&Objet Paris gives you a deadline to work to. When you manage a business, it’s easy to get caught up in everyday tasks, ticking jobs off one after the next. Attending an international trade fair like Maison&Objet Paris gives you a new goal that leaves you with no choice but to drive the business forward. It’s what I call good pressure, the kind you experience just before an important meeting.”

The moral of the story

Pia Wüstenberg: “When you’re a designer, you have an idea, you begin working on it, it takes shape, you’re happy with it (or not), you have another idea, and so on. But then, you have to start seeing yourself as a firm, having enough self-confidence, notably on the international market, to call yourself a business rather than just a small studio. Seeing yourself as a “brand”, setting up an official structure... I’ve always found that side of things really tricky. Orders soon started coming in as a result of the press coverage, leaving me with no choice but to get myself organised in order to start selling, even though it didn’t come naturally. Big international events such as Maison&Objet Paris make sourcing new customers so much easier.”

Discover the brand: Utopia & Utility on MOM