The consultancy's name comes from the botanical term for the underground plant stems of plants like bamboo. In plants, each rhizome sends down roots or sends up shoots, and links itself to other rhizomes. This metaphor resonates with what design needs to be-a growing network, flexible enough to be anchored, to leap into the future, or to do both simultaneously.
Deleuze and Guattari describe the principles of a rhizome best in A Thousand Plateaus:
Principles of connection and heterogeneity: Any point of a rhizome can be connected to anything other, and must be.
Principles of multiplicity: It is only when the multiple is effectively treated as substantive 'multiplicity' that it ceases to have any relation to the One.
Principles of asignifying rupture: A rhizome may be broken, but it will start up againon one of its own lines, or on a new line.
Principles of cartography and decalcomania: A rhizome is not amenable to any structural or generative model it is a 'map and not a tracing'.
We strive to imbibe the properties of a rhizome and design products and systems that are socially, culturally, ecologically and economically interlinked and yet independent; that are sustainable both as elements, and as part of a larger system.