Imagine, if you will, a design exercise in which the primary constraint is simply to answer a brief with ideas that have never been dreamt of. The themes range from Global Warming to Time, and are selected based on passion as much as relevance and timeliness, and as such, design teams are expected to come up with ideas that meet those criteria as well.
These are the guiding principles behind IDEO's "Designs On—," an ongoing internal project that has taken off since IDEO Associate Partner and Industrial Design Director Blaise Bertrand introduced it in 2008. The global design consultancy has just launched a dedicated microsite for the fifth annual edition, which tackles the seemingly mundane (or otherwise overdone) issue of Packaging. And while the topic is ostensibly more pragmatic than past themes such as Food and Birth (as well as the two mentioned above), it's not so much a departure from the spirit of the platform as it is an affirmation of its breadth.
The idea of "Designs On—," according to Bertrand, is to "let designers pick a personal perspective" on the topic at hand. The goal is "to push the edge of a particular content area [as well as] to constantly question our assumptions about design." IDEO employees organize themselves into teams as they see fit, developing, iterating and ulimately packaging their ideas over the course of four to five months.
"The 'Expired' concept is one of my favorites," says Bertrand. "It feels natural—to take a simple analogy of a banana, [which has] a very powerful emotional aspect."
Bertrand excitedly noted that "Biomimicry is a growing domain."
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