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Thursday, 08-04-2021

How do we think design?

The word 'design' is known and used by everyone today, but only a few people really know what it means. Let's take an example to explain how we see and understand design.

Just as many things today are simply referred to as 'design objects', most people immediately associate design with something pricey. Initially, design doesn't involve much more than the idea behind a piece of work. So as soon as a plan or a draft underlies a product that is produced by means of labour, we have design. In addition, design isn't an attribute that one product has and another doesn't. Instead, design represents a planned, all-round process which is implemented by a number of people and in a number of stages. This is how it is defined in the Oxford English Dictionary. The definition describes our thinking on the subject of design pretty well.

 

Let's take an example: just recently, in close cooperation with our supplier mbw, we developed a new design for a cuddly, bear-shaped animal on behalf of our customer Deutsche Bahn. Deutsche Bahn launched its new corporate clothing range last year. As we already had very positive experience with other upcycling projects, the brainstorming then began as to what could be done with the discarded corporate clothing. Simply destroying would have been far too wasteful. How about a bear in the conductor look? Railway fans would love it!

 

After a number of sketches and visualisations it became clear that it simply had to be the bear! But something was still missing to give it even more exclusivity - its own individual design! Of course, there could only be one Deutsche Bahn conductor bear, and it shouldn't resemble any other cuddly toy. So the entire development process led to the creation of an original new teddy bear. This bear wears a suit, tie and hat in the Deutsche Bahn design, lovingly sewn from discarded corporate clothing. And to add to its exclusivity, the bear is only available in a limited edition.