The Berlin-based designer Arman Emami achieved great success in this year’s red dot design award. In 2009 he had won a ‘red dot: best of the best’ in the red dot award: design concept for his creative design concept “USB Clip”; only one year later the product has already gone into production. Now it again impressed an international expert jury: the memory stick received the highest award, the ‘red dot: best of the best’ for outstanding design quality, also in the red dot award: product design 2010.
With the “USB Clip” Arman Emami, founder of the Berlin design studio Emamidesign, created a creative as well as innovative memory stick in the shape of a paper clip, which will make work easier for many people. “It is unique despite its small size. The USB Clip shows how a product in competition with a thousand similar products can stand out competitively thanks to its design. In contrast to its competitors, differentiation and added value for the user are not rich embellishments or the result of the use of expensive materials and glitter which turn the product into a piece of jewellery. Instead, the added value comes from the honest use of plastic which doesn’t want to be anything else but itself and thus in its form of a clip creates a new function which makes it possible to quickly add digital information to a business card, a letter, or some other tangible medium,” said Nils Toft, juror at the red dot award: product design 2010, praising the innovative clip. Danny Venlet, juror at the red dot award: design concept 2010, confirmed: “I am convinced that the product will become a bestseller.”
Emami’s example once again demonstrates the important role which the red dot award: design concept can play in the realisation of a concept. “The accolade from the red dot award: design concept has of course made it easier for us and convinced investors even more. This is evidence of how important such competitions are and what role they play in the marketing and realisation of an idea,” confirmed Arman Emami in an interview with red dot.
“It is not the first time that a design concept that has won a red dot has become a commercial success. Since the red dot award: design concept has been launched, there have been many such success stories, but this is the first time that a concept has won a red dot: best of the best and then been awarded a red dot: best of the best for product design,” says Ken Koo, President red dot Asia.
“This shows that the red dot award: design concept works! The competition’s objectivity has been achieved when an idea receives an award, goes into series production within a year and then receives another award as a product. By the way, I am not particularly surprised about this, since it really is a brilliant idea,” says juror Danny Venlet.
“Up and coming design studios in particular will experience an enormous boost and impetus with a red dot,” forecasts Nils Toft. “Offering product design services requires a lot of work and needs this kind of support – in a world where so many companies still think that it is risky to invest when you cannot guarantee the return on investment, instead of recognising that it is riskier not to do it. The majority of design companies are relatively small and mostly work locally – by themselves they will never be able to attract international attention. The red dot design award is a global stage which gives them the first 15 minutes in the limelight of international fame and recognition.”
How the idea for the USB Clip came about and what was important in the realisation of the clip the designer Arman Emami reveals in an interview with red dot:
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