Ross Lovegrove is regarded as one of the most important and innovative of contemporary industrial designers. Not only are his works often inspired by natural forms; Ross Lovegrove is also an expert in ergonomy, the creator of designs that are supposed to stir users' emotions. The materials and manufacturing techniques Ross Lovegrove chooses are invariably leading-edge and follow the guidelines prescribed by Green Design, which calls for ecological awareness informing the entire design process in addition to creating more durable products. "Nature is a very big part of my work and always has been. I've never seen it as a trend or a fashion." With the launch of the GO collection in 2001, Lovegrove and Bernhardt Design began altering our perception of a chair, while effectively erasing the lines between corporate and residential design.