We follow a five-step process called the 5DCI. The phases; namely, Discover, Define, Design, Develop, Deliver allows us to engage thoroughly with the brief and build it out progressively. The phases involve: ideation sessions internally and with clients, sketching, illustrations, shape generation, CAD designs, LO-FI and high-quality prototyping as well as 3D printing.
The 5DCI is designed in such a way to allow each phase to interact with, modify and inform each of the other phases.
“I discovered [3D printing] when it was called rapid prototyping… and I thought ‘here’s another way of making things’,” he says. “Things are very fast, you can draw something in the morning and print it in the evening.”
He reminisces about how exciting it was to experiment with the new materials and machinery, but says over time it was overused just as synthesisers were in music.
“The technology completely took over the studio and it was the most interesting thing we were dealing with, and predictably it became commonplace,” he remembers. “Synthesisers were abused completely and so is this technology we’re talking about.
As always, the real potential is found in an underground culture where new ideas and aesthetics can arise, take risks, and make things that really matter.
I am finding much wider possibilities for architecture simply by continuing an experimental practice that is open, intellectually engaged, and above all, truthful. I ask questions I don’t know the answers to, and there is no predetermined “style” that every project just happens to take. This approach obviously has none of the hallmarks of the kind of stylistically focused ‘movement’ that architects always seem to be looking to follow or lead. The dominant paradigm for contemporary architecture for most of my lifetime has been a certain kind of universal abstract formalism that is about shape and form rather than meaning, and I have no intention of challenging that. Just as there will always be some version of corporate pop music, there will always be meaningless abstract architecture- I am not out to critique it, I just don’t care about it. As always, the real potential is found in an underground culture where new ideas and aesthetics can arise, take risks, and make things that really matter. We can make our own meaningful architecture. And when we do that, we can create authentic new experiences, learn about ourselves, our place, our lives, and our friends in ways that mainstream architecture can barely comprehend, let alone replicate.
What business problem does it typically solve?
By engaging this thoroughly with the brief and constantly testing/analysing concepts and ideas only the best and most impactful solutions are generated.
Design is a core strength of Rocketfuel, in all its various guises. Intriguing and stand-out products or brands are what distinguishes brands or products in a market saturated with repetition.
What it could do for you.
Good design is appreciated by everybody. Good design stands out and sells product.
I think it’s really important to design things with a kind of personality.
In one sense, every single thing that has been made by man or woman has been designed. This is a fundamental truth, but it is one that many people find difficult to grasp, perhaps because it is so obvious.
Today, 80 percent of products on the market are useless,” but when there is a new need, when there is a new technology, when there is something new to say, then you have to do it.