Future 50: Vitamins Design 01.08.13


Icon asked a dozen experts and practitioners to nominate the people they think are, in some way, shaping the future. The resulting list of global talent is a snapshot that shows how young designers and architects are pushing the boundaries of their disciplines and trying to change the world

"We design and invent, we create things to have a magical effect." Clara Gaggero, Duncan Fitzsimons and Adrian Westaway are the founders of invention studio and design consultancy Vitamins. Formed in 2007, the firm's strength is its holistic approach to design. The founders' different backgrounds and areas of expertise have helped it grow rather than been a barrier. This heterogeneous mix has led to countless successes, from the Folding Wheel, named a Design of the Year 2013 by the Design Museum, to a user manual for mobile phones that was featured in an exhibition at the MoMA in New York. Vitamins' designs, unexpected and elegant, are based on careful research, analysis and communication with people. "What we always try to achieve is new ways of people experiencing objects, and more natural and human ways of people interacting with design, products and technologies."







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