NEWSLETTER AUTUMN 2010 OUR NEWS

Seymourpowell helps Science Museum bring human genome to life

OUR NEWS
INTRODUCTION
Whilst the Autumn of 2010 is now upon us, the past months have seen us busy designing, speaking and collaborating at a fantastic range of global events. You may have seen the announcement of Dick Powells appointment as Chairman of D&AD back in June and Rich Seymours invitation to create part of the Who Am I exhibition at Londons world famous Science Museum. Weve also particularly enjoyed our latest collaboration with V&A Museum which has been created to provide inspiration and innovative learning through real-life insights into the creative industries. Read on for more information on all of these, and our recent designs including our innovative new spinning chair rail seating system, which has the potential to radically improve an all too commonly painful rail travel experience. If you have any questions or comments about anything in the newsletter please contact: Nichola Rinks for New Business nichola.rinks@seymourpowell.com +44 (0) 20 7381 6433 Tim Duncan for PR tim.duncan@seymourpowell.com +44 (0) 20 7381 6433

Dick Powell is appointed Chairman of the D&AD

In June 2010, Dick Powell was appointed Chairman of the D&AD. He succeeds Anthony Simonds-Gooding CBE, who is stepping down from the role following 17 years in the position. Anyone whos ever met the man will tell you that Anthony Simonds-Gooding is a one-off, and weve been extremely lucky to have him for all these years, said D&AD Chief Executive Tim OKennedy. He steered D&AD toward success and through significant challenges over the years. No doubt about it, hell be missed. But if theres anyone who could plausibly step into Anthonys shoes, its Dick Powell, he continues. Dick has a rare combination of world-renowned creative credentials and great business acumen. Hes as smart as hell, Ill certainly benefit from his mentorship - as will we all. Dick comments, Like them, Ive always been passionate about D&ADs mission for creative excellence, and its education remit helping young (and not so young) people in the creative industries. My role as Chairman is, I think, to ensure good governance, to embed a long term strategic vision, and to mentor and advise the Management team and the Exec along the road to its delivery. For more information go to: http://www.loewygroup.com/ index.php/press

If theres anyone who could plausibly step into Anthonys shoes, its Dick Powell.
you be the first person to live for 1000 years? Seymourpowell created a model of a double DNA helix. Placed between two sheets of reflective glass, the model illustrates the enormous variety and complexity of the human genetic sequence to help visitors understand its impact on human health and longevity. Richard Seymour comments We used rapid prototyping technology to a create a model which is closer to a real representation of human DNA. For further details go to: www.sciencemuseum.org.uk

Seymourpowell helps Science Museum bring human genome to life.

In July 2010, Seymourpowell created part of the latest exhibition to open at Londons world famous Science Museum. The Who am I? gallery presents the latest brain science and genetics research through a mix of fascinating objects and hands on multimedia exhibits. As part of the exhibit item entitled Will

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A New Rail Seat Layout System... that will make your head spin.
Seymourpowell designs new seat layout system. Privacy or conviviality, giving your customers the choice
The new design has been developed with a particular focus on the business and premium travel segment of the high-speed and long distance rail market. Whilst omni directional and fold over seats have existed for years, the increasing need to offer travellers the flexibility and choice of sitting with others in a spirit of conviviality, or in the privacy of a separate zone has not been implemented in the mass market yet. Nick Talbot, design director at Seymourpowell explains, The core of the idea allows two (or more) sets of seats to face another two sets of seats creating a so called bay or club seating system where people can share the space in a convivial manner. From this arrangement of shared space, by rotating seats, the layout changes to two sets of facing seats with an immediate level of privacy between the pairs, like cocoons. For those travelling alone, from the original bay arrangement of two (or more) sets of facing seats, a single seat can be rotated to face away from the seat in front, providing privacy for a single occupant whilst allowing conviviality for the remaining set of three occupants. The system allows for quick conversions of sequences of the core layout, allowing great flexibility for the orientation of the seating within the environment and the overall layout of an interior space. Talbot adds, In the case of rail vehicles, we envision passengers and the public would pre-book a specific layout to suit their needs travelling in groups, pairs or the privacy of travelling solo...this means being able to offer customers increased convenience and/or privacy according to personal choice. The design also potentially allows for the conversion from a meeting or dining space to a set of sleeping spaces.

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Nappies (that) could improve on todays disposable nappies in three main areas; comfort, performance and environmental footprint.

Tesco Baby...
Seymourpowell shares vision for the future of nappies with innovative design concept for Tesco Baby. Seymourpowell recently unveiled a visionary concept design for a Nappy of the Future, a special project carried out for Tesco Baby to mark the relaunch of their Super Fit nappies. Michael Webster, associate director at Seymourpowell, outlines the background to the project: The future will be a different place 10-15 years from now where many of the technological advances we see today, such as nanotechnology and adaptive materials, will have become widespread. Furthermore, issues of environmental sustainability will become increasingly apparent in our everyday lives. In our view, nappies of the future could improve on todays disposable nappies in three main areas - comfort, performance and environmental footprint. Taking these factors into account, the resulting Seymourpowell concept design for a Nappy of the Future is a hybrid system, with a washable undergarment worn by the baby all day, and removable, biodegradable nappy liners. The Nappy of the Future will contain a special wetness indicator, visible above the clothes and symbolised by three droplets, designed to inform parents how full the nappy is. In order to control odour, microcapsules bonded to the nappy fabric will lock in smell when the nappy is made dirty and release fragrance to signal this to the parents. The nappy is also designed to inform parents when a baby has a fever or an infection through the use of chromatic technologies. Jenna Bannerman, Tesco Baby spokeswoman comments: Whilst we dont know what the future holds, given how the technology is evolving, the Nappy of the Future concept could become a reality sooner rather than later, which would be great news for all parents.

For further information contact Estelle Douine on 020 7842 3226 or estelle.douine@speedcommunications.com.

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Iconic brand identity and packaging design for new SHAPE SMART range from Goldshield
Before After

Seymourpowell designs award winning machine for Coffee Nation

Seymourpowell is pleased to announce its design for the new Express machine for Coffee Nation, the UKs fastest growing coffee company and leader in gourmet selfservice coffee. Coffee Nation Express is the fourth machine designed by Seymourpowell for Coffee Nation. This model is a chip and pin, selfservice gourmet coffee bar that has been developed for hospitals, universities and corporate offices, with a branded coffee offer. Matthew Tidnam, associate director at Seymourpowell commented, Seymourpowell has a long-standing relationship with Coffee Nation. The Express machine was a natural evolution from previous models, and reflects the expanded range of consumer environments in which Coffee Nation now has a presence.

A brand identity that successfully unifies all three of our weightmanagement products.

Seymourpowell has created the name, brand identity and packaging design for the new SHAPE.SMART range from leading pharmaceutical company Goldshield. SHAPE. SMART is a new umbrella brand from Goldshields healthcare division and consists of three weight-management products: APPEsat, LIPObind and DEcarb. With the recent launch of DEcarb, a natural carbohydrate blocker, the brief given to Seymourpowell was to create a new weightmanagement umbrella brand within Goldshield, bringing the three sub-brands into one

related family of products with their own distinct identity and on-shelf standout. David Towse, Marketing Manager at Goldshield commented, Seymourpowell has created a brand identity for SHAPE.SMART that successfully unifies all three of our weightmanagement products giving us great brand presence at point of purchase. Jonathan Shaw, Director of Packaging at Seymourpowell added, We have an excellent relationship with Goldshield and were delighted to work closely with the team to develop the SHAPE. SMART umbrella brand in its entirety.

The new machine recently won Best Self-Service Project at this years prestigious European Association for Self-Service (EAFS) Awards 2010 in Essen, Germany. Paul Newcombe, Technical Manager at Coffee Nation added, Were thrilled to have won this award for the Express machine. In a highly competitive market place, Seymourpowells innovative design has helped Coffee Nation build on our success, and maintain good sales projections for the future.

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Aircruise concept wins Cond Nast Traveller Innovation and Design Award

In May 2010, Seymourpowells Aircruise concept won Best project in Aviation at the prestigious Cond Nast Traveller Innovation and Design Awards. The winning Seymourpowell design received the highest number of votes in the Aviation category, which also included projects from British Airways, Qatar Airlines and NASA. Seymourpowells Aircruise is the concept design for a hotel in the sky, with low passenger numbers and huge internal spaces offering room for living, dining and relaxing, as well as scope for dramatic and inspirational public spaces. The concept captured the imagination of Korean giant Samsung Construction and Trading (C&T), who appointed Seymourpowell to refine the idea and produce a detailed computer animation of the proposed experience to illustrate this visionary approach to the future.

Other winners included iPad by Apple, designer Paul Smith, Anya Hindmarch, Anish Kapoor, Zaha Hadid and Virgin Galactic. For full details see:
www.cntraveller.com/magazine/ innovation-and-design-2010/thewinners/aviation-the-aircruise

The winning Seymourpowell design received the highest number of votes in the Aviation category, which also included projects from British Airways, Qatar Airlines and NASA.

Seymourpowells Aircruise concept was also awarded second place at the 4th annual Radical Innovation in Hospitality competition. Co-founded and produced by The John Hardy Group (JHG) and Hospitality Design Group (HD Group), the Radical Innovation in Hospitality Award promotes innovation and global thought-leadership in hospitality.

It is a remarkable opportunity to showcase the best hospitality strategies in architecture and interior design that incorporate new concepts and enhance the guest experience. The annual competition provides an invaluable platform for professional practitioners and students around the world to present their approach to radical innovation in the hospitality field.

The top two finalists received a round-trip air travel and hotel accommodation in Las Vegas to present their entry to the HD Conference audience. For full details see
www.radicalinnovationinhospitality. com/winners

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Events/ Collaborations
Seymourpowell provides expertise to new creative collective, HOUSE

In August 2010 Seymourpowell collaborated with a new creative collective, HOUSE, where associate director Paula Zuccotti delivered an industry talk on the role of ethnography and user research in design and innovation. She commented, Im thrilled to be taking part in PopUpHOUSE. The team have a special style that works well to nurture collaboration, which I believe is important to the future of the creative industries. With regards to her involvement, she added, My work includes extensive travel and immersion into the real lives

and environments of product users. By giving this talk at PopUpHOUSE I hope to convey the message to new design talent to always put people at the start and centre of every project, as ultimately design is about making things better for people. For more information visit: www.housecollective.net

Out and about events

OCTOBER
V&A Design pro Workshop Masterclass - Winter, London Matthew Cockerill, Matt Tidnam, Paula Zuccotti Story of London Festival London Richard Seymour Montreux 2010 Switzerland Richard Seymour Cardiff Design Festival, Cardiff Dick Powell Invest Northern Ireland, Belfast Richard Seymour European Future Energy Forum, London Aircruise concept on show Economist Innovation Summit, London Richard Seymour on the future of the future Brand Finance Annual Forum, London Richard Seymour

THROUGHOUT 2011
V&A DESIGN LAB Teachers Symposium, London David Fisher V&A Design Pro Masterclass SPRING 2011, London Matthew Cockerill, Matt Tidnam, Paula Zuccotti

V&A Schools team up with Seymourpowell In September 2010 Seymourpowell announced its partnership with the V&A Schools team. The collaboration will give students and teachers access to a unique perspectivae on design through specially devised workshops and events, with the aim of inspiring a new generation of worldclass designers. The V&A Schools programme for Secondary Design & Technology students and teachers, DesignLab, provides inspirational and innovative learning through real-life insights into the creative industries. During 201011 this is being provided by Seymourpowell, who share the V&As desire to inspire and excite students and teachers of Design & Technology. Cara Williams, V&A Schools Manager commented, This exciting collaboration is carrying on one of the founding principles of the V&A - to educate and inspire designers of the future. The educational value of real life vocational experiences cannot be underestimated and the partnership aspires to produce exceptional learning opportunities for all involved.

NOVEMBER
V&A Creative Quarter, London Matt Tidnam V&A Creative Industries London David Fisher Better-by-Design CEO Summit, New Zealand: Dick Powell on Designing Innovation Royal Aeronautical Society, London Nick Talbot V&A Design Pro Workshop Masterclass - Summer, London Matthew Cockerill, Matt Tidnam, Paula Zuccotti

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Mariel Brown and Zoe Stavrou report back from the Milan Fair
In April 2010, Mariel Brown and Zoe Stavrou joined the multitude of design lovers heading to Milan for the 32nd edition of the International Salone del Mobile. They observed a gentle progression and softening of last years crunched themes and a growing sense of both nostalgia and the need for escapism. They felt there was a particularly positive vibe about the show in that designers and manufacturers across the board were engaging with the issue of sustainability. They saw many of the pieces as an evolution of work seen at previous shows, proving that some trends are very much here to stay.
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Santambrogiomilano hosts exclusive Milan Fair trend report

On Tuesday 18th May 2010, Seymourpowells Mariel Brown and Cassie Isherwood gave a concise and highly informative presentation of their key findings from the Milan fair at the stunning London showroom of Italian architectural glass studio Santambrogiomilano. Santambrogiomilano recently opened its new London showroom at 90-92 Great Portland St to showcase the companys glass architecture to both private clients and UK based architects and designers working on projects throughout the world. The company was created by Carlo Santambrogio in 1992 and was inspired by his work on exhibition design and installations with designers such as AG Franzoni, Carla Scarpa, Claudio Silvestrin and Ennio Arosio.

1 Contemporary Classics The utilitarian trend of the last few years has been noticeably softened. Klara by Patricia Urquiola for Moroso 2 Blow Up Forms that appeared to have been blown up were seen in many guises throughout the fair. Bouroullec Lighthouse by Ronan & Erwan for Established&Sons
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3 Retrographic Graphics and geometric patterns were coupled with a distinctly retro colour palette. Amsterdam Amoire by Sholten & Baijings for Established&Sons 4 Knit one, Purl one Knitting and wool were seen making a comeback, adding cosy warmth to a number of pieces. Granny lights by Pudelskern
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5 Back to School A trend that utilized a colour palette of primary colours and simple, pale woods, with many pieces referencing the archetypal forms of things that could be found in the classrooms of our youth. Just wood chair 6 Primal A trend that took the idea of nostalgia to the extreme, finding inspiration in the early origins of man. Gita Gschwendtner Quarry and Soft crystal series1 7 Ethereal A trend that evoked an immersive, otherworldly atmosphere. a noticeable theme throughout the fair. Yves Behar_Detail

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