Seymour Powell: Designing Dream Machines

An informative look into the design process from idea to creation. Seymour Powell are able to expose the skills and processes that are required in the industry setting and encapsulate what is required for a successful answer to any brief.


In the conceptual stage, a brainstorming session that excluded any "impossibilities" due to lack of technology allowed for an extensive listing of possible products for the Tefal brand. It is here that research and a broad spectrum of thinking that allows small ideas to develop into big outcomes.


The modeling stage exposes problem areas in the 2D to be resolved in a 3D arena. In terms of the Tefal food processor, a heavy evaluation on the shape and functionality of the final form allows assessment of problematic hinging and exposes a smaller then required bowl unit. This stage highlights the extensive nature of resolving form and function to create a fully working final prototype. This is further explored in the BSA Bantam body exploration in clay, where an easily manipulated medium allows for immediate change in form determining a successfully resolved bike.

After approval of such form, SeymourPowell highlight the heavily warranted attention to detail and relentless effort undertaken in a fully successful exploration model. This stage, although not requiring the conceptual skill of the designer, becomes the most critical as it is here where the client will decide whether the product is acceptable in the market and much more importantly, where the designer will get paid.

Such a well choreographed process displayed in this excerpt holistically displays the thorough attitude expected of a successful designer and provides a firm base of "basic steps" for us. A blunt and straight forward look into the ups and downs of the designers life.