Scope

Cocoon is the name of the bed that Scope devised together with npk industrial design. Its pleasant appearance is partly the result of the gentle, curved forms of the head and foot, unique in hospital beds. Moreover, the inside of the bed, the patient’s side, is a different colour. And it goes without saying that the bed meets all further requirements for use: it has moving parts and can be used in compact spaces.

Although this Scope creation resulted in two design awards, the IF Product Design Award in 2007, and the Red Dot Design Award in 2008, the office expressly avoids creating designs purely for their aesthetic value and the appreciation of fellow designers. Infact, Scope is more interested in the aesthetic preferences of consumers. Therefore, the office has undertaken a quantitative consumer research project in association with the Technical University, Delft, which has resulted in a set of design guidelines.

“We want to base our continued development in the interface of strategy and design,” says Pim. “For this reason, we asked consumers what they think is beautiful, and what they think isn’t. From this we’ve ended up with so-called ‘common design mechanics’, which reflect what broad groups of Dutch people find beautiful. Now we’re looking to see if the same goes for all of Northwestern Europe. Through the research, we also know what works for specific target groups. If you use curved angles, for example, you appeal more to older, highly educated people.”

Pim is extremely happy about the international reputation of individual designers like Marcel Wanders and Richard Hutten, and the label, Droog Design. “They set the tone for innovation,” he says. “They do interesting, beautiful things which attract a lot of attention for the Netherlands.” He cites their use of reclaimed materials as an example. “Their ideas inspire us to translate ‘high’ design to industry in a pragmatic and practical manner, and to objects that can be sold commercially,” says Pim.

Pim Jonkman
Co-Owner Scope, industrial design agency.

Most proud of:
The unusual position of Scope in the design world, which speaks to people so that they want to work here, even if they move house to live further away.

Dream assignment:
Communication equipment, tools…. In short, the products and product lines of companies that really want to go somewhere with their brand and product portfolio.

Biggest opportunity for the creative industries:
To ensure that companies have Chief Creative Officers as well as Chief Executive Cfficers. We can possibly help with that.

www.scopedesignstrategy.com

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