2017 Born Design Awards Survey A Contemporary Twist On Minimalism

2017 Born Design Awards Survey A Contemporary Twist On Minimalism
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The program spotlights design that blends simplicity with functionality and an emotional connection

Dave Pinter, PSFK
  • 8 august 2017

It’s uncommon these days to see a design awards program skewed towards a specific style. Most, like the widely recognized Red Dot award, focus on recognizing an outstanding balance of aesthetics and function. Design marketplace and incubator Born.com, along with Land Rover, presented their winners for the 2017 Land Rover Born Awards. Surveying categories spanning architecture, fashion, home accessories, tech accessories and social impact, the program looked to find the best examples of the theme ‘Reductionism.’ The choice of the theme complimented the global launch of the Range Rover Velar, which adopts the same design narrative.

If you’re thinking this sounds like a renaming of ‘less is more’ minimalism, so were we at first. But the essence of reductionism is striving for simplicity while creating something that is desirable. So there’s an emotional connection that becomes important. The name may be a bit clunky, but the approach behind reductionism is one that could be a major force in design in the coming years as experiences with products and services continue to gain in importance.

Here’s a look at a selection of the 2017 winners:

4Bi et Associés – Architecture Design

Bruno Moinard’s firm works on hospitality, retail and residential projects. The new Cartier store in Cannes has a yacht inspired interior distilled down using curves and masts to represent the ship and reflective surfaces to evoke the sea.

Borromeo & De Silva – Leisure Design

Created as a side project and wedding gift, the two-person canoe is influenced by the firm’s automotive design work and made of copper-woven carbon fibre and teak wood. The simplified design incorporates the paddles into slots on either side of the hull.

Coast Society – Lifestyle Fashion

Coast Society is putting a modern twist on classic resort dress code swimwear for men. Their core swim short product retains the simple lines of decades past augmented with modern colors and patterns. The latest collection features Bauhaus-inspired geometric designs.

DesignByGemini – Emerging Talent

DesignByGemini took a restrained approach to a trade show stand design for fitness brand TechnoGym. The purpose of the stand was to launch the company’s new indoor cycling trainer. It provided a visitors a simplified path to circulate through the stand and get maximum exposure to information and see the product itself.

Native Union – Design Objects

The Eclipse cable manager is the alternative to an unsightly power strip for charging multiple mobile devices. It blends well-considered functionality with pared-down aesthetics.

Bodo Sperlein – Home Design

Designed for German electronics brand Loewe, the bild 9 television is more than just a flat screen. The display was integrated into a simple metal stand that also hides the cables.

Vrai & Oro – Sustainable Design

Designed and created in Los Angeles, Vrai & Oro jewelry uses cultivated diamonds from LA-based Diamond Foundry. The result is a elegant line with diamonds that are fully traceable and avoid the sketchy sourcing and middleman markups common in the industry. Vanessa Stofenmacher designs the collections and is passionate about a more timeless aesthetic combined with responsibly sourced materials.

SeaBubbles – Technology and Innovation

A potential relief for city center traffic and gridlock is SeaBubbles, a flying water vehicle. It is being developed to take advantage of cities with waterways that are underutilized for personal transportation. SeaBubbles is an electrically powered hydrofoil ‘car’ that could become a water taxi or commuter vehicle for up to five people. The simplified design creates a smooth and quiet ride above the waves without any pollution.

Land Rover Born Awards

It’s uncommon these days to see a design awards program skewed towards a specific style. Most, like the widely recognized Red Dot award, focus on recognizing an outstanding balance of aesthetics and function. Design marketplace and incubator Born.com, along with Land Rover, presented their winners for the 2017 Land Rover Born Awards. Surveying categories spanning architecture, fashion, home accessories, tech accessories and social impact, the program looked to find the best examples of the theme ‘Reductionism.’ The choice of the theme complimented the global launch of the Range Rover Velar, which adopts the same design narrative.

+advertising
+apparel
+Architecture
+Automotive
+cities
+Design
+Earn media / increase exposure
+Fashion
+fitness / sport
+home
+hospitality
+Innovation
+land rover
+lifestyle
+Luxury
+minimalism
+mobile
+retail
+sport & fitness
+technology
+USA
+work

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