2_1_DiscoverGermany_March2014_Issue12:Scan Magazine 1
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code2design Turning desire into industrial design Interesting and well-designed products with a certain charisma provide as much enjoyment as the company of fascinating people. Recognizing this is part of a design’s quality and a key factor – hard to grasp but essential for the success of a product. The design studio code2design has long-standing experience in optimising the design process and creating products of outstanding quality.
trends, can design successful products. A designer has to have a vision and an understanding of interdisciplinary industrial design. In short: he has to have a designer personality.
TEXT: JESSICA HOLZHAUSEN | PHOTOS: CODE2DESIGN
Hitting the mark
code2design is an interdisciplinary working team of designers and experts with focus and knowledge. Four senior designers work together with a team of junior designers, freelancers and external experts. Founder Michael Schmidt has been working in the field of industrial design since obtaining his engineering diploma in 1989. Michael Schmidt worked for Mercedes Benz and DesignworkX, where he designed the new logo for Audi. In 1996 he founded his own design studio in Stuttgart. For Michael Schmidt design is a strategic element for positioning a brand and product
62 | Issue 12 | March 2014
successfully onto the market. “Design is more than the pure shaping of a product. I have to understand the story, the motivation and the secret wishes behind a product, to find an appropriate and unique approach and inspiration,” explains Schmidt. To understand the client’s personality, the designers at code2design conduct long and extensive talks with their clients to find the product’s natural DNA. The demand for innovation might be the beginning for every design process, but only those who understand the nature of those around and grasp new developments and
Michael Schmidt is sure that people favour products and objects with a certain charisma
Michael Schmidt. Photo: Bernd Kammerer