DESIGN MIAMI 2011
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Posted by Allan Chochinov | 5 Apr 2006
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Comments (1)
David Kemp tells the story of how the XBOX 360 came into being...through collaboration. Here's a taste:
I.D. firms were evaluated worldwide. The Xbox team visited firms in Sweden, Germany, France, Italy, the USA, and Japan. Ultimately they selected five teams to do exploratory first-round work: Marc Newson in Paris, Propeller in Sweden, Pioneer Design in Tokyo, Hers Experimental Design Laboratory in Osaka, and Herbst LaZar Bell in Chicago. Alan Han, from Microsoft's Hardware Design Group, also generated a contending console concept. Astro Studios of San Francisco was added to the group later (a design they developed in conjunction with Hers Experimental Design Laboratory was ultimately chosen.)
[Read full article here]
Comments
Excellent peek into the design process. As a design student I love hearing that "The truly brilliant 'designers' are not specialists." I think I agree with that.
But I also worry about the branding (holistic) aspect stressed in the article: "The product experience needs to be clearly within the overall brand promise". Isn't there a risk that branding objectives can collide and hinder the design process? Can such cross-company integration (marketers in the design room) dilute ideas and stifle innovation?