Photo: Myung J. Chun / LAT

The LA Times has an article today about the founder of Design Within Reach entitled, “Rob Forbes’ Ruthless Vision”. The master of minimalism, who runs a successful chain store based on timeless modernism, lives a spartan and controlled life amidst very little in Sonoma County, Ca.

The Times says, “Forbes’ modern aesthetic at home and work is perhaps best summed up by a quote by California architect William Wurster that is printed on the walls of Design Within Reach showrooms: “Over and over again I would reiterate that modern is a point of view, not a style.”

Forbes disdains superficial modernism, the kind of retro styling like some Chryslers or his hard-to-program digital thermostat. He wants simplicity that works, and cites Google, the Ipod and Renzo Piano stainless flatware.

“Design Notes” is a weekly newsletter, published by Forbes, and sent out via email to 400,000 readers. It contains photos and commentary about street design, architecture, and examples of what he considers good and thoughtful creations. He extols biking, walking, public transportation and rethinking the American dream on a material diet.

Forbes tells the Times: “Someone called me a ‘design missionary.’ I see myself more like a design streetwalker,” says Forbes. “I take 5,000 photographs a year while walking the streets and looking for evidence of design. I’m fascinated by composition. I look for extraordinary details in ordinary objects. I’m really a student of design, trying to see and learn more for myself everyday.”

Why is that ruthless? It sounds humane, liberating, imaginative and sensible.