A culture of prototyping

Here at the studio we love prototyping. We don’t only like to get dirty; we make it an important and concurrent part of our creative process. Here in our studio blog we’ve been posting some pictures at our clients’ factories with final prototypes, but way before going on and spending time, money and energy on such elaborate prototypes, we use cardboard, foam, paper and other simple materials to do mock-ups and scale models at the studio. Nothing goes out of here without some sort of physical validation.

No one does this better than IDEO, here we have a classic clip from the “Deep Dive” feature at ABC’s Nightline from 1999.