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01 Jun 2004
The future is well-starred for the local industrial design cluster. Not only has it been identified as an important engine for economic growth, it is also acquiring international prominence, thanks to intrepid and innovative companies who are giving Singapore a unique commercial heartbeat.
Creativity is in the air. More locally-based agencies are winning prestigious industrial design awards for their work. MNCs operating in Singapore are tapping into homegrown design expertise to build more impressive, relevant and successful product portfolios. Now more than ever, made-in-Singapore products are enjoying stronger branding and market positions. With such overlapping synergistic benefits, a thriving design ecosystem translates to a win-win situation for all in the business environment.
Indeed, with this increasing inter-relation of design excellence with business success, the Republic's creative industry is projected to contribute at least six per cent to the country's GDP by 2012. Efforts to both develop and promote the industry on a local and global scale were stepped up most notably in September 2002, when the Creative Industries Development Strategy was mooted. The objective of this far-sighted plan was to boost Singapore's creative capacity for national competitiveness through "a holistic and concerted approach".
Design Singapore, one of the initiatives under the Creative Industries Development Strategy umbrella, was spun off to boost the design sector as a key driver of enterprise and national competitiveness. A taskforce comprising of multi government agencies was next set up to generate ideas and implement tactics with the mission of establishing Singapore as a design excellence hub - one conducive to ideas, entrepreneurship and experimentation.
In the area of Industrial Design (ID), Singapore is home to a number of consultancy firms and in-house design divisions of MNCs. Leveraging off Singapore's brand name, excellent infrastructure and connectivity, as well as comprehensive IP protection measures, these parties use Singapore as both a strategic gateway and launch pad to introduce their unique Singapore designed innovations to the region and the world.
NAKAMICHI VU 29 DIGITAL LCD MULTIMEDIA DISPLAY
Winner of the iF Asia Product Design Award - Communications Equipment
"To Nakamichi, winning the iF product design award exemplifies our appreciation for excellent design, drawing attention to outstanding design achievements and our efforts in helping users recognise the different nuances in a complex product world," said Ng Kian Min, General Manager, Operations, Nakamichi Research (S) Pte Ltd. Indeed, the Nakamichi VU 29 flat panel LCD screen wows with just its aesthetics alone. For all its understated elegance, this multimedia display is striking in its simplicity, with a black matte-finish frame and sleek metallic stand coming together nicely. That, and the thoughtful touches - courtesy of the industrial design team - have helped make the VU 29 unit an adaptable performer in any living space. In fact, one of the VU 29's design focal points is the custom swivel and height adjustment mechanism that provides a wide range of viewing angles for the user.
"Nakamichi, who was responsible for the mechanical development, wanted not only a good design but a product that would have sculptural qualities and be a focal point in the space it would be used in," explained Ton Borsboom, Managing Director of international ID agency GE/Fitch, which was actively involved in the VU 29's design process. "There are always challenges that require design adjustment and we have to be as involved as possible so that together, we can find the best compromise between design, technical and cost needs," Borsboom highlighted of the VU 29's road to realisation, one he calls an "interactive play" between the Nakamichi and GE/Fitch teams.
"An innovative concept was employed to ensure an overall aesthetic design while maintaining viewing flexibility," said Nakamichi's Ng, "After a few rounds of discussion with GE/Fitch to convey our functional needs and requirements, GE/Fitch came out with around 10 ID designs. All the IDs were carefully reviewed and further refined between both parties till we agreed on the finalised ID design."
Despite the various challenges of a tight schedule (the project was completed in a mere eight months), new product features, as well as parts and supplies sourcing, the end result is an impressive product that elevates Nakamichi's brand positioning as a high-end entertainment electronics company. "The product had to express and reinforce the image, in this case through a unique and expressive design with high quality materials and finishes," GE/Fitch's Borsboom noted. And it certainly has, as the UK's What Video magazine testified in its review of the product: "The VU 29 makes a dramatic style statement and is bound to attract attention."
"The VU 29 has been very well received since it was first showcased in the International Consumer Electronics Show (CES) in January 2003," affirmed Nakamichi's Ng of the VU 29, which was commercially released in May 2003.
"Nakamichi will continue to nurture its spirit of innovation through out-of-the-box thinking and ideas, with a cross-functional team approach to brainstorm creative new ideas," Ng added of the company's culture. "To encourage innovation, we will also promote risk-taking and push the boundaries in design and technologies."
Certainly, this trail-blazing company remains very much dedicated to future and cutting-edge product development. To that end, an in-house ID unit was set up in March 2003 to complement the company's existing R&D units. "Singapore has a ready pool of experienced talents in ID and product development and a very good supporting infrastructure industry that we are able to tap into and consult for excellence in design," Ng acknowledged. "The Singapore government, through EDB, is also very supportive and encourages such design centres to be set up here, through grants as well as technical assistance and consultancy."
The following success stories demonstrate the importance of convergence in the design community - between industrial designers and companies that rely on outstanding design for their products. The result of this harmonious relationship: World-class, as well as iconic creations that have gone on to garner awards and, more importantly, helped the local design cluster raise its profile in the global arena.
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SENDO M550 MOBILE PHONE
Winner of the G-Mark Good Design Award and Winner of the iF Asia Award
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SENDO M550 MOBILE PHONE - Winner of the G-Mark Good Design Award and Winner of the iF Asia Award
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