Julia Schwarz and Lisi Penker are the creative minds behind Simiaen and true role models in the food startup sector. Their explorative design label combines innovative approaches from the fields of food, design and sustainability. An important turning point in the company’s history was the decision to bring their design project “Unseen Edible”, which dealt with the use of lichen as a food source, to market maturity. Simiaen has built up step by step – the exciting product list is growing.
How have they managed to cross traditional boundaries and integrate technological innovations? In this interview, they give us an insight.
Simiaen has already made significant progress. Where does that come from, do you remember a big change in the last few years?
The decision to transform a documentary fiction project into reality was truly remarkable. Initially, the goal was to create a positive image of the future, even within dystopian contexts. For our young startup company in the novel food sector, we faced several challenges, but we were able to overcome them creatively and collaboratively, all while maintaining a sense of joy.
Significant changes and decisions: After presenting the original project “Unseen Edible” at the Vienna Design Week 2018, where it was a winning project from the first urban food format, Lisi Penker met Julia Schwarz:
Simiæn was to emerge from this encounter, but it took time to develop.
After initial funding from FFG, we were also able to jointly qualify for funding programs from the Business Agency. This gave us the resources we needed to work on our vision! The fact that we were able to inspire experts for the project brought about further significant changes. The collaboration with Oliver Kartak, for example, gave us a really good basis for the brand design and naming: Unseen Edible became SIMIÆN.
“A strategy is necessary because the future is unpredictable.” Do you agree with the quote? Do you have an effective strategy for your business?
At Simiaen, we try first and foremost to keep an open mind, embrace new ideas and constantly question the status quo. In pursuing our goals, we always pay attention to technological innovations, social changes and economic developments.
When you face a difficult business decision, what helps you the most or who do you ask for advice?
It always helps us to remember the bigger vision and goals. The consulting hours with Konsultori are also priceless. They provide a new perspective and, most importantly, expertise in areas where we had less experience.
If you could wish for one super skill, what would it be?
Lisi: The successful merging of areas that were traditionally considered incompatible and the setting of a new standard in this process.
Julia: Unlimited energy.
What are you most proud of?
Of our partnerships like Saint Charles Pharmacy, who we first worked with when we launched Simiæn – but we are proud of all our partnerships and are very grateful for their trust and openness! Also, our curiosity keeps us going, and the great support from our community and our plans (to land on Mars).