Communcation Device Utopia Concept
For DesignLAB Siemens Mobile.
Ten students from different art and design schools around the world were selected to participate in a Siemens Mobile's master program named DesignLAB. In Munich they were able to do six months research at the design head office where all mobile phones and other communication devices were designed. Finally, they all went to Shanghai in China for one month to visit several large production factories and to get to know the Chinese culture. The final main assignment was to come up with an Utopia design concept in the field of communication and interfaces. So that means coming up with advancing design concepts for 10 years ahead. Very special concepts have emerged from all 10 students from Japan, China and Germany. Belgium, Switzerland, Israël and the Netherlands. The student group was coached by tutors Nannet van der Kleijn en Tom Garecht.
After all that Eva Anna had seen and discovered on her trip to Shanghai and all the knowledge she had gained about Siemens and their factories and technology. Was Eva Anna's conclusion that technology should serve humanity and not the other way around. She believed it was crucial that humanity remains on number one and technology on number two. Based on this philosophical thought or value. Eva Anna has translated this into a Utopia concept, where the customer or consumer is always number one and the final product number two. A product that serves the consumer and not the other way around. A product with a soul and a story. She called her Utopia concept: "Soulmix "
She came up with this concept long before the iPhone even existed, where you can personally choose which apps you put on your mobile and how you organize your phone. Her idea went even further than we are used today with our smart phones. She didn't call it a mobile phone, but a communication device whose shape, functions and materials are designed by the customer himself. In fact the client is the designer. So the device could be a precious piece of jewelry that can only be used to make calls or a disposable device made of recycled materials that can only be used for texting. All funtions are choosen by the client. In addition, she did not call the seller of the device a salesperson but a 'communication advisor', who helps develop the final communication device that fits the needs and lifestyle of the customer. But also because she believed in the importance of real human to human 1 on 1 contact and not leave everything to technology only. Together with the customer, the advisor goes through an interactive design program, which as a sort of menu option ultimately advises the number of communication device design options from which the customer can choose his favorite. At the same time, the room changes completely with the atmospheres and vibes of the wishes and lifestyle of the customer. Like a 3D moodboard, atmospheric images are displayed on the walls and sound could also be heard. So if someone likes the beach a lot, then the space turns into a beach where the sea can be heard. This is to give the customer a whole experience and to make them feel that everything revolves around the customer. They are number one served by technology.
For the final presentation to Siemens Eva created a prototype design program and a real 'Soulmix' room where a real communication advisor would welcome clients to create their personal communication device.
