As Gilles Garel, Researcher with the Conservatoire National des Arts et Métiers (National Conservatory of Arts and Crafts) emphasized, “For a brand, innovation means reshaping its identity, inventing new uses. Innovative design cannot be created with ‘set’ design tools based on renovation, development, routine, and the ‘known’.” Concepts such as bike sharing, the Iphone, the “2 Seconds” tent, or Swatch watches all resulted from a revolution, a break with the known and a transition into the unknown. Not hiding behind market and risk analysis, knowing how to integrate other skills, and not innovating alone: these are the hallmarks of innovative design.

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