Jonathan Ive and Marc Newson last night took to the stage to discuss the future of product design at the UK premiere of new film Objectified in London.
Helvetica director Gary Hustwit’s second film – in what he claims will be a trilogy – on design, features Ive, Newson, Ideo co-founder Bill Moggridge and former Braun design director Dieter Rams revealing the inspiration behind their most famous products.
Last night at the Chelsea Curzon cinema, SW3, design critic Alice Rawsthorn joined Ive and Newson to discuss issues thrown up by the film.
Newson attacked the use of focus groups in developing products, branding them ‘ridiculous’ and claiming that he lacks faith ‘in consumer’s ability to know what they want’.
‘Democratisation ultimately pollutes design,’ said Newson.
Meanwhile, Ive chose to lampoon designers, claiming to be ‘shocked at how disconnected so many designers are from the object, and end up doing a lousy job.’