Our approach

Design can influence and affect the world in very significant ways – politically, socially and culturally. It’s essential that design realizes its potential impact and steps up to its responsibilities. We do this by focusing on value creation, for people and businesses; this is the result of the High Design Process, as created by current Chief Design Officer Royal Philips Electronics, Stefano Marzano.

High Design is a practical approach to design that helps to create commercially successful products and solutions that support people in accomplishing and experiencing things in natural, intuitive ways. Technology should no longer be seen as an end in itself but as a way of achieving a better quality of life. In addition, products and solutions should be produced in ways that are compatible with users’ fundamental value systems; they should be produced in a responsible, ethical and sustainable fashion.

High Design is an integrated approach, incorporating all of the traditional design skills, plus all of the new design-related skills needed to respond to the complexity and challenges of the present and the future. It is not a case of clever individuals or teams creating products in isolation, but of multidisciplinary organizations or networks creating “relevant qualities” and “cultural spheres.” We advocate the collaboration of designers, psychologists, ergonomists, sociologists, philosophers and anthropologists to understand people’s needs and desires, in order to generate relevant designs which create value for people and ultimately make them happier.