„Waves have something insanely calming“
Dennis Lück, founder of the advertising agency BrinkertLück Creatives and longtime co-owner of the legendary think tank Jung von Matt/Limmat, is one of the most successful advertising professionals in the German-speaking world. In the form.bar interview, the heavy metal fan and father of three talks about cool days, gut decisions, inspiration luxury, wasting time and the best advice of his life.
What was the best advice you ever got?
The best advice was from an old supervisor. He advised me to shoot more so that I hit more. So to develop more ideas than anyone else. I took that to heart. Because the genius shoots once and then hits directly. Out of sheer panic, I shot 100 times, but hit the target five times. So then more than the supposed genius. That was the best advice ever: shoot more!
What does luxury mean to you and when did you last indulge in luxury?
First of all there are two kinds of luxury. One is the demonstration luxury. I buy a thick watch and a fancy car and demonstrate luxury. The purpose of luxury is to underpin the status quo. This luxury is abhorrent to me. Then there is the inspirational luxury. The definition of this is: I buy things that I may not need, but that inspire me. Do I need a second guitar? No, but it inspires me. Do I need the huge, sinfully expensive Lego set? No, you can do without. But it inspires me and the kids. Do I need a shelf or do I want forms that inspire me? You see, you clearly fall into the category of inspiration-luxury for me.
You work hard, travel a lot, how important is a nice home?
My home is my charging station. When I sit on the couch and look around, I feel like a cell phone on the induction plate. That's how it should be, and that's why a home has to be beautiful, because then it recharges you better.
You have designed a really spectacular form.bar shelf. How did you come up with the idea and how difficult was the implementation?
The idea came to me through playing. With your configurator. At some point it produced these waveforms. There is something incredibly calming about waves, and I thought it was great to calm the room with waves. That sounds great, doesn't it?
Why did you choose form.bar in the first place?
Because they are shapes that can inspire. For me, that's the most I can ask of a product. There are shelves that serve their purpose. And then there are waves that calm a room. That's where the big difference is for me, and that's why I wanted the waves from form.bar.
How do you make important decisions?
Always from the belly. Then a short hook from the heart. And if the head doesn't scream in, it's decided.
What drives you?
The desire to create. It's addictive. Like cheesecake.
What would you also like to become or do you still want to become?
Rock star, for sure. And I'll make it into the charts, too. I promise!
Have you ever really screwed something up? What was your biggest failure?
I'm a pro at screwing up. That's part of my job. You can't be creative without failing. I screw up 100 times in a day. Sometimes without consequences, sometimes with severe consequences and losses of millions. That's how it is, and it's okay that way. The important thing about failure is how you react to it. "My motto is "wipe your mouth and move on.
What advice would you give to your younger self, the 20 or 30 year old Dennis?
To the 20-year-old I would say: Don't study at all, it's a waste of time, you know you want to be a lyricist. To the 30-year-old, I would say, finally practice the guitar. You know you want to be a rocker.
Can you recommend another really good book?
Yeah, right. I have to recommend my favorite book. I myself reread it every four or five years because it has immense power. It's about Patrick Süskind's "Perfume". The first few pages of the book triggered in me the will to want to write myself.