Der Industrial designer Jasper Morrison is regarded as the leading exponent of the New Simplicity. Design, according to the principles on which Jasper Morrison operates, should never be obtrusive and forms are reduced to essentials. Jasper Morrison's stringently clear and functional furniture designs exemplify the simplicity now sought in design. Born in London in 1959, Jasper Morrison attended Kingston Polytechnic from 1979 until 1982 and then went on to the Royal College of Art. In 1984 he had a grant to study at what was then still the Akademie der Künste in Berlin. In 1986 Jasper Morrison opened a design studio in London. By the early 1980s, Jasper Morrison was renowned for his experimental furniture designs, such as the 1983 "Flowerpot" table and the "Wing-Nut" chair. In 1987 Jasper Morrison designed the "Thinking Man's Chair"for Cappellini, in 1992, the "Three" sofa, and, in 1989, "Day Bed". For Vitra Jasper Morrison designed the "Ply" (1989) chair, which prefigures the anti-materialist stance informing his later work. From 1989 until 1991 Jasper Morrison worked on designing "Sofa" and "Benches", the latter covered in black leather and accommodating one, two, or three sitters. As a designer, Jasper Morrison is concerned with arriving at simple forms that last, are functional, and do justice to the materials used. He has coined the term "utilism" to describe his approach.