Beyond Design Thinking: Smart Design Offers Fresh Ideas at BCN Design Week

  • Smart Design will offer new take on Design Thinking at Barcelona Design Week's "Design Thinking Conference"
  • Other panelists include: IDEO, Philips Design, Design Connect
  • "Design Circuit" to include Open House at Smart's Barcelona office – featuring special concept work done for KIA Motors and Antenna Magazine
Barcelona, Spain – 13 October 2009 – Matt Barthelemy, Vice President at Smart Design, will join others from IDEO, Philips Design, and Design Connect in a spirited conversation about the concept of design thinking and its role in business today. The conference panel, titled, "Design Thinking: a new resource for meeting present and future challenges," is part of Barcelona Design Week (BDW) taking place at the Barcelona Design Center on October 26th at 9:30am.

Matt Barthelemy explains Smart Design's position in the context of its 30-year history of creating success in the marketplace. "We agree with the concepts behind the term 'design thinking' – it's what we do every day. But we also understand the real-world constraints on companies and how what we do must also include elements of 'business thinking' – without it, ideas cannot become the solutions that make a positive difference for people, and the bottom line.

"Ideally, we help take the risk out of the innovation process by uncovering design-actionable insights and smart choices that will lead to market successes. Understanding people and their essential needs and desires is the key to that reduction in risk. We also investigate underlying issues that can lead to even more success in the market, like uncovering the brand and economic benefits of sustainable solutions, or exposing accidental gender bias that alienates half of potential audiences."
In addition to being a featured panelist at the BCN Design Week Conference, Smart Design's European office in Barcelona will be part of the festival's "Design Circuit" by hosting an Open Studio on Wednesday, Oct 28th from 4:00pm to 8:00pm. People are encouraged to stop by their studio at Passatge Sert 10, 3rd floor, suite 6 for drinks, tapas, and a sneak peek into the creative environment of one of the world's leading design firms.

On display will be concept work done recently for the KIA Soul and Antenna Magazine for their fall issue. See how the design team re-conceived the driving experience of the new KIA Soul from a Smart perspective. And, a few lucky visitors will win a copy of the new DVD of Objectified, the popular documentary film that explores the manufactured world around us – featuring Smart Design.

About Matt Barthelemy:
As Vice President of Interaction Design, Matt Barthelemy is responsible for leading Smart Design's global Interaction Design team and for ensuring excellence in program strategy, creative execution, and client satisfaction across the practice. In his 20+ years of design consulting, Matt has been involved in developing scores of new hardware + software products, services and companies. He applies strategic thinking, creative problem solving and real-world business acumen to his engagements and has a deep background in brand expression, design strategy, product development and interface design. Matt holds a Bachelor of Science degree in Industrial Design. Previous Clients: Sony, TiVo, Hitachi, Time Warner Cable, Plantronics, Nokia, Motorola, and Fujitsu.

About Smart Design:
Smart Design has been turning insight and innovation into successful consumer experiences for almost 30 years. 90% of their designs have been successfully brought to market across diverse industries. The company's approach integrates product development, interactive experiences, brand communication, and strategic insights to ensure winning design solutions. From its pioneering Universal Design collaboration with OXO International, developing its renowned line of kitchen tools, to creating positive consumer experiences for FMCG clients such as Clorox, Coca-Cola, and Kellogg's, to its work with HP, Microsoft, Ford, and Acer, developing user-friendly electronics and technology, Smart Design creates products that truly connect with consumers. Smart Design has offices in New York, San Francisco, and Barcelona.

More Details:
About BCN Design Week "Design Thinking Conference" with Matt Barthelemy:

About Smart Design Open Studio during the "Design Circuit":

About BCN Design Week: Better Design = Better Business

Media contacts:
Mercedes Coats
Marketing Communications Manager
Tel: +1 415 355 6205

Aldo de Jong
Smart Design Europe
Tel: +34 935 846 615

Caroline Addy
The PressOffice – PR for Smart Design
Tel: +44 (0) 1780 721 433

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