In the past year, Herman Miller has been doing a decent job with their blog, publishing stories that surround the history and lifestyle of the furniture company. But they were just scratching the surface. Now with the appointment of Sam Grawe, the former Editor-in-Chief of Dwell, as the Editorial Director, Herman Miller is poised to dive deeper into their rich heritage and the people at the heart of the company, the designers. On Monday they launched a new series called Why Design, where they profile current and past designers that have worked with Herman Miller. First in the series is with Yves Behar, the man behind the SAYL Chair and Leaf lamp. What makes this and hopefully future episodes successful is the way the story is told. The approach is more to do with the design process rather than a product. Behar likens his experience to surfing and improvisation.

A new episode will premier every Monday until October 29th with eight episodes in all. The list is a stellar one but we’re particularly excited about the October 1st episode with Irving Harper. Other episodes include Don Chadwick, Ayse Birsel, Gianfranco Zaccai, Studio 7.5, Steve Frykholm, and Sam Hecht + Kim Colin.