EXPLORATION, DESIGN & ENGINEERING
Advanced Concept Design
Turning new possibilities into tangible product directions.
When a possibility needs a clear product direction.
Some design projects start with a product brief. Others start with a new technology, material, behaviour or opportunity.
Advanced concept design helps explore what those possibilities could become. We combine research, design thinking, engineering and experimentation to develop credible future product directions.
The objective is not simply to create a provocative image. A strong concept connects an idea to technology, use, form and a plausible path forward.
Looking beyond existing products.
Advanced concept design creates room to explore beyond existing products, categories and assumptions.
We investigate how new technologies, materials, behaviours and market developments could lead to different product directions. Rather than starting from a fixed solution, we use research, sketching, modelling and prototyping to uncover opportunities and make them tangible.
This can lead to new product typologies, alternative use scenarios or fresh ways of applying existing technologies — giving teams something concrete to evaluate, discuss and develop further.
Technology becomes
a product idea
New technologies rarely define the product by themselves. Their value becomes clear when they are translated into something people can understand, use and experience.
We explore how emerging materials, manufacturing methods and digital technologies can lead to new product architectures, interactions and forms.
Designing the rules
behind the form
Some products are better defined by a system than by a single fixed shape.
Using parametric and generative design methods, we can develop rules that control proportion, structure, variation and detail. This allows a product family to evolve within a clear design language while keeping technical and production constraints built into the process.
The result can be controlled variation, mass customisation or entirely new forms that would be difficult to design efficiently by hand. The designer still defines the intent, the system helps explore and refine what that intent can become.
Making ideas tangible.
A concept becomes more useful when it can be discussed, tested and experienced.
Depending on the project, we develop ideas through sketches, CAD, simulations, prototypes, animations or full-scale models. The right level of resolution allows teams to evaluate an opportunity before committing to full product development.
Some concepts become products. Others define a direction, test a technology or help a team decide what to develop next.
Selected Advanced Concept Projects
Yamaha Atlas
future mobility, product architecture, full-scale concept development
Signify WingLight
3D printing, new product typology, lighting technology
Kromm Mass Customized Watches
generative design, algorithmic form, future luxury
LET'S WORK TOGETHER
Exploring a new product or direction?
We help brands and development teams investigate new technologies, opportunities and product ideas through research, concept design and physical exploration.