Over the past 20 years of evolution of our industrial society, the focus in adding value has shifted from production of goods, now greatly automated, to the very creation of products and concepts. Not only do products have to function, they now also need to measure up to users aspirations, perform intuitively, ecologically and intelligently and succeed in a fast evolving competitive environment with continuously changing production technologies. 

Designing for this post industrial age is no longer just an aesthetical exercise in providing shape, form, materials and finishes, it has evolved into an all encompassing multidisciplinary effort to conceive products appropriate for the evolving consumer needs, no longer interested in just objects, but the experience they can generate. 

Creating successful iconic products today is finding the happy medium between a simple essential design, an all encompassing user experience and a unique emotively charged aura.