Apple flies entire design team to London to accept prestigious awards

By on September 21, 2012, 8:30 AM

Apple’s entire design team recently made the trip to London to personally collect a pair of awards at the D&AD (British Design & Art Direction) dinner at Evolution in Battersea Park. The decision to bring the entire team to the UK is described as a rare moment of public unity by The Next Web.

The event was held to celebrate the D&AD’s 50th anniversary. Awards were handed out across a number of different categories but it was Apple that stole the show on this particular evening.

Cupertino received two awards during the event: one for being the best brand and the other for having the best design studio of the last 50 years. Needless to say, the D&AD certainly thinks highly of Apple. Names of everyone in attendance weren’t mentioned but we do know that 14 men and two women took the stage, including Apple’s senior vice president of industrial design Jony Ive. Ive reportedly received a standing ovation at the ceremony.

Perhaps more telling is the fact that Apple flew the entire team in to accept the awards on the same week the iPhone 5 is being launched. It’s a strange behavior from a company that traditionally has valued secrecy and staying out of the limelight. In fact, it’s the first time that Apple’s design team has ever attended such an event. Perhaps publicity like this will be more commonplace under Tim Cook’s leadership.




User Comments: 13

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Guest said:

What device is the team being awarded for because if its just for general Apple design that they are being awarded for then we better see the design team for Braun get partial credit as well.

Apple's designs are not original at all and it would be nice for someone to get an award not based on the number of sales.

MilwaukeeMike said:

Wow, did someone die? I've never seen a group all dressed in black look so happy. Those guys probably had to buy those ties in bulk since no one at Apple owns one.

Best design studio? Maybe I'm naive, but I'd say a smartphone is probably far easier to design than just about any new car. A car has all the technology challenges of a smart phone plus gas mileage, saftey, and far more reliability and longevity, all without the guaranteed sales and 300% markup the iPhone enjoys. The iPhone is a pretty cute little rectangle though...

Neojt said:

Lol yeah creativity died

The iPhone is a pretty cute little rectangle though...

it is but hasent change much in the past 5 years!

mario mario, Ex-TS Developer, said:

"Simplicity is the ultimate sophistication." - Leonardo Da Vinci

@MilwaukeeMike want to learn something about design: [link]

"Everything should be made as simple as possible, but not simpler" - Einstein

Anyone who has ever developed something nows that simpler is harder than complex.

@Guest Apple is clearly inspired by Dieter Rams work, but even he has recognized that Apple has achieved more than he ever did. That's what "Good artists copy, great artists steal" mean.

2 people like this | ghasmanjr ghasmanjr said:

Lol yeah creativity died

The iPhone is a pretty cute little rectangle though...

it is but hasent change much in the past 5 years!

Lies! They innovated this year! Apple put their engineers to the task and left them in the R&D lab for months to design a newer model of the iPhone. Their innovation of making it 1 tile larger is ingenious! Wait until the iPhone 101!

http://lolyard.com/4569/iphone-101

MilwaukeeMike said:

Mario, you're confining your idea of design to look and feel, while I was referring to the entire product. Design is much more than how it looks or how it's used. It takes a brilliant designer to figure out how to incorporate LTE in a phone without killing battery life. Or to design a manufacturing process to make high resolution screens for a low cost. Apple gets full props for the iPad, and some parts of the 4S (like the camera), but having no 4G in a phone until late 2012 is a design failure (or maybe one in their standards).

Simple can be genius, but how many people look at an iPhone (at least nowadays) and think 'Wow'? Simpler without sacrifice is harder than complex, and Apple's stuff is simple. But are they the 'Best' design firm in the world of the last 50 years? Discount how subjective 'Best' is, I think it's a stretch.

Neojt said:

but having no 4G in a phone until late 2012 is a design failure (or maybe one in their standards).

So true But at least they had At$T in their pocket.. seams they will be turning on LTE network the same time Iphone 5 comes out !! what a conincidence!

Guest said:

Apple flies entire design team to London to accept prestigious award for their ingenious design: adding another row of icon.. plus copying clock design from Swiss railway's iconic station clocks of their iPhone

2 people like this | Guest said:

Apple flies entire design team to London to accept prestigious award for their ingenious design: adding another row of icon.. plus copying clock design from Swiss railway's iconic station clocks for their iPhone

Butch said:

"It?s a strange behavior from a company that traditionally has valued secrecy and staying out of the limelight."

Staying out of the limelight? This is a joke right?

dennis777 dennis777 said:

Apple flies entire design team to London to accept prestigious award for their ingenious design: adding another row of icon.. plus copying clock design from Swiss railway's iconic station clocks for their iPhone

can't wait for their nobel prize.. hands down to apple.. long live innovation!!!!

danhodge danhodge said:

Anyone who has ever developed something nows that simpler is harder than complex.

Isn't that a Jony Ive quote? I can't find it on the site anymore, but it would be fitting if it was :'

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