Design Knowledge Intermediary
Jonathan Ive and Marc Newson launch product design film
Jonathan Ive and Marc Newson last night took to the stage to discuss the future of product design at the UK premiere of new film Objectified in London.
Helvetica director Gary Hustwit’s second film - in what he claims will be a trilogy - on design, features Ive, Newson, Ideo co-founder Bill Moggridge and former Braun design director Dieter Rams revealing the inspiration behind their most famous products.
Last night at the Chelsea Curzon cinema, SW3, design critic Alice Rawsthorn joined Ive and Newson to discuss issues thrown up by the film.
Newson attacked the use of focus groups in developing products, branding them ‘ridiculous’ and claiming that he lacks faith ‘in consumer’s ability to know what they want’.
‘Democratisation ultimately pollutes design,’ said Newson.
Meanwhile, Ive chose to lampoon designers, claiming to be ‘shocked at how disconnected so many designers are from the object, and end up doing a lousy job.’
Objectified showed with candid detail the human characters behind the names behind the products. Although afterward business was resumed as normal for a man happy to sidestep a straightforward question, but whose presence was as big a draw for the crowd as the actual screening.
Hustwit has approached Objectifed without the clear definition of his previous release, the font-geek-chic Helvetica. Taking in as much of the spectrum of designers and their work as allowed, this film shows the differences in what makes them tick, as well as the issues facing them.
Each designer's idiosyncrasies and characteristics are enclosed in short segments, occasionally they are returned to, while some intriguing commentary from critics such as the International Herald Tribune design editor Alice Rawsthor


- www.designweek.co.uk