Viewpoint #34

THE TOOL FOR APPLYING LIFESTYLE TRENDS TO PRODUCT DESIGN
THE TOOL FOR TRANSLATING MARKETING SPEAK TO PHYSICAL PRODUCT
A NEW START
Welcome to our new look Viewpoint magazine, which Metropolitan Publishing, Amsterdam is relaunching in conjunction with FranklinTill Studio, London. It’s a happy marriage of two design oriented cities and two design-reputed companies that will enable us to firmly position the revamped Viewpoint as a bible for design insight and inspiration.
Originally, Viewpoint was born to take up branding and strategy questions. We still hold to that remit, but we have sought to broaden the appeal of the publication by expanding our design coverage not just through insightful written analysis of the most important directions impacting the sector, but also through a wealth of exciting, but highly pragmatic visual imagery.
We have made content inspirational and leading edge, but we chose not to be ‘out front’ on everything. Our aim is to put design in perspective, confirm emerging directions, monitor and reconfirm maturing ideas and provide a voice of authority and integrity for all interests.
We want to open a dialogue with you, reader, on a peer level and try and offer the kind of advice you would expect from a personal design consultancy – but in a more cost effective way, of course! Our writing is deliberately simple in tone, getting to the point quickly to deliver, clear pragmatic analysis. Nor do we shy away from opinion; quite the contrary, we advocate opinionated writing that we believe will help you take the right action.
The content
Each issue will be focused around exploring and unpacking a major, macro theme impacting the global design and creative industries. But around that core lies a host of supporting features and opinion, written by authorities in their field.
The news: a design industry round-up that focuses solely on new stories around design, advertising, lifestyle, material and technology that you need to gem up on.
Innovation: this news feature carries a run down of the ‘need to know’ new technologies, materials, approaches and working methods affecting design, i.e. 3D printing, gestural interfaces, wearable tech, generative design, big data visualisation, new forms of personalisation etc.
10-Innovation
The big idea: this is our main feature of issue highlighting the most important factor and influencer in design thinking at the moment. We start with a reason why – our rationale for choosing this subject and the socio-cultural context behind it. The next step is to show how this idea is beginning to manifest itself evidenced by case studies and interviews with the big names and pioneers behind it. Then we get down to the core, the design work behind the idea – how to translate it, how to make it and how to tailor the concept to your personal business and specialization. We also provide material and carefully researched, colour swatch suggestions. And, we don’t stop there: we even suggest how to take this concept to market in terms of delivery, advertising and packaging.
The mood: this is where we look at other emerging trends that are shaping the modern world ranging from the socio cultural, to the economic, political and lifestyle. Important stories that are going to grow in importance to become ‘the big idea’ of tomorrow.
Innovation: a run down of the ‘need to know’ new technologies, materials, approaches and working methods affecting design, i.e. 3D printing, gestural interfaces, wearable tech, generative design, big data visualisation, new forms of personalisation etc.
04-The-TranslationThe talent: people make your business and knowing the right people makes it even better. We scout the names that you should know, the designers and idea makers of both today and tomorrow.
11-The-Talent
Viewpoint is a product for today. In a world of over-information, we work to simplify; in a world of product and design saturation, we seek to clarify. Our mandate is simple: deliver actionable insights to our readers in a pragmatic, easy way.
Welcome!
DAVID R SHAH