Artisan, the wild dream of Drazen and Fadil

“We love wood”. Artisan’s entire philosophy is encapsulated in those three tiny words.  In Bosnia-Herzegovina, it’s a passion that is rooted in tradition, with forests covering 60% of the country. Wood is the country’s second-largest industry, just behind metal, driven primarily by the exportation of raw materials and the mass production of chairs. At the other end of the spectrum, small family-run carpentries are also thriving, manufacturing pieces for the local market. It was at one such workshop, belonging to the Ćostović family, that the Artisan brand was born back in 2007. Everything began in the 1970s when the grandfather launched a business working out of his garage in Tešanj, a small town just over 90 miles north of Sarajevo. As the new Millennium dawned, his descendants began expanding the family firm, manufacturing pieces for Dutch and British designers. The family’s expertise was clearly something truly special, as the country’s leading architect, Amir Vuk from Studio Zec, hired them to fit out Jahorina mountain most stunning contemporary hotel, the Termag. It was whilst visiting the hotel with the architect that businessman Dražen Poznanović fell in love with the quality of the woodwork, which he was convinced was of Italian origin. He decided to appoint Zec to renovate his Dubrovnik holiday residence, thereby bringing the Ćostovićs’ expertise into his very own home. “Their work was flawless, breathtaking,” he recalls. “I realised they had the Midas touch. I immediately set about convincing Fadil Ćostović to become my associate. Luckily, it was a pretty easy task. We founded Artisan in 2007 with just ten employees.” 

Drazen Poznanović’s first suggestion was that they should upgrade the equipment owned by Fadil and his nephew, Mirza. Going one better, he then suggested they could create their own brand. “Create our own products, based on our own designs, showcasing an instantly recognisable style,” the businessman explains. “We didn’t want to just be the umpteenth carpentry firm working for foreign brands.” For the first couple of years, Artisan worked on bespoke pieces in collaboration with international architects. Then in 2010, the team reached out to several young Bosnian and Croatian designers to develop their inaugural in-house collection. “It was a big thing. Bosnians are usually found manufacturing goods, such as cars and furniture, for foreign brands. Not designing them! Yet Drazen and Fadil had this crazy idea of creating a Bosnian design brand!” laughs Artisan’s Sales Manager, Armin Huremović, only half-joking. “They made us believe in our talent. If French or German designers could do it, then why couldn’t we?”

“Our designs deserve to be explored by touch”

Thirteen years down the line, numerous Bosnian and Croatian designers continue to put their names to Artisan’s collections, such as the team at Regular Company, who were all still students when they first started out but have since gone on to win some of the design world’s biggest awards. Then there are the Italian designers from Studio Pang, Germany’s Michael Schneider, and designers from Japan, Israel, Switzerland and France. The Artisan style? Organic, soft, minimalistic. Having started out with just ten employees, the brand now employs more than 250 people and is present right across the globe. The firm selects the wood on-site: wallnut oak, beech, pine, hazel or maple. The entire process is fully integrated, from design and production right through to commercialisation. “As well as the craftsmen who’ve been working with us for years, we’re lucky enough to have a young generation of exceedingly talented artisans”, notes Armin Huremović. “We simultaneously work with highly sophisticated machines and age-old tools. We sent some of the team to be trained up on the latest technology in Germany and Italy, where the machines come from. They’re real time-savers for certain tasks. But 70% of our production nonetheless continues to be done by hand, which is the most amazing tool ever invented. Sanding, assembling, oiling... every last detail must be just so. I often say that our designs deserve to be explored by touch. They’re extremely tactile.” 

Right from the start, potential customers needed to be convinced that Artisan, a Bosnian brand, could deliver the same high standard of quality and design as their leading European counterparts. “We’ve successfully risen to the challenge of marketing unique products teamed with outstanding customer service, all at a very reasonable price for this kind of quality,” says Drazen Poznanović with a smile.  Artisan’s prices are, on average, more affordable than what the competition charges. The team has travelled the world, exhibiting in Europe, China and the USA. In January 2020, they decided to make their first appearance at Maison&Objet Paris. “It was truly extraordinary,” Huremović recalls. “We had an endless stream of people clamouring at our stand. We made lots of overseas sales, and France has become one of our main markets over the past two years.” In Paris, diners at Hélène Darroze’s restaurant, Marsan, savour their two-Michelin-star meals from the comfort of an Artisan lounge chair. Or at least they will be able to, eventually. The firm is more excited than ever to be heading back to Maison&Objet Paris in January 2022. Artisan, a French word that has brought them luck. It reflects the Bosnians’ passion for their forests: “We love wood because it has always been a constant in our lives. From the forest we played in as children, to the vocation that now drives us as adults.” 

By Caroline Tossan
Illustration ©Sarah Bouillaud

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