For more information, visit http://seymourpowell.com/

1. NEWSLETTER AUTUMN 2010
OUR NEWS
Seymourpowell
helps Science
Museum bring
human genome
to life

2. OUR NEWS
Dick Powell is appointed
INTRODUCTION
Whilst the Autumn of 2010 is now
upon us, the past months have
seen us busy designing, speaking
Chairman of the D&AD
and collaborating at a fantastic
range of global events. You may
have seen the announcement
of Dick Powell’s appointment as
Chairman of D&AD back in June
and Rich Seymour’s invitation In June 2010, Dick Powell was from his mentorship - as will we
to create part of the ‘Who Am appointed Chairman of the all”. Dick comments, “Like them,
I’ exhibition at London’s world
famous Science Museum. We’ve D&AD. He succeeds Anthony I’ve always been passionate
also particularly enjoyed our latest Simonds-Gooding CBE, who about D&AD’s mission for
collaboration with V&A Museum is stepping down from the creative excellence, and its
which has been created to provide
inspiration and innovative learning
role following 17 years in the education remit helping young
through real-life insights into the position. “Anyone who’s ever (and not so young) people in
creative industries. met the man will tell you that the creative industries. My
Read on for more information on Anthony Simonds-Gooding role as Chairman is, I think, to
all of these, and our recent designs is a one-off, and we’ve been ensure good governance, to
including our innovative new extremely lucky to have him embed a long term strategic
spinning chair rail seating system,
which has the potential to radically for all these years,’ said D&AD vision, and to mentor and
improve an all too commonly Chief Executive Tim O’Kennedy. advise the Management team
painful rail travel experience. “He steered D&AD toward and the Exec along the road to
If you have any questions or success and through significant its delivery.”
comments about anything in the challenges over the years. No
newsletter please contact: For more information go to:
doubt about it, he’ll be missed”.
http://www.loewygroup.com/
Nichola Rinks for New Business “But if there’s anyone who could
nichola.rinks@seymourpowell.com index.php/press
plausibly step into Anthony’s
+44 (0) 20 7381 6433
Tim Duncan for PR
shoes, it’s Dick Powell,” he
continues. “Dick has a rare If there’s anyone who could
tim.duncan@seymourpowell.com
+44 (0) 20 7381 6433
combination of world-renowned
creative credentials and great
plausibly step into Anthony’s
business acumen. He’s as
smart as hell, I’ll certainly benefit
shoes, it’s Dick Powell.
In July 2010, Seymourpowell you be the first person to live for Seymour comments “We used
created part of the latest 1000 years?’ Seymourpowell rapid prototyping technology to
exhibition to open at London’s created a model of a double DNA a create a model which is closer
Seymourpowell helps world famous Science Museum.
The ‘Who am I?’ gallery presents
helix. Placed between two sheets
of reflective glass, the model
to a real representation of human
DNA.
Science Museum the latest brain science and illustrates the enormous variety
bring human genome genetics research through a mix and complexity of the human For further details go to:
of fascinating objects and hands genetic sequence to help visitors www.sciencemuseum.org.uk
to life. on multimedia exhibits. As part understand its impact on human
of the exhibit item entitled ‘Will health and longevity. Richard

3. OUR NEWS
A New Rail Seat Layout System...
that will make your head spin.
The new design has been club seating system where The system allows for quick
developed with a particular people can share the space in a conversions of sequences of
focus on the business and convivial manner.” the core layout, allowing great
premium travel segment of the flexibility for the orientation of the
Seymourpowell high-speed and long distance
From this arrangement of
shared space, by rotating
seating within the environment
rail market. and the overall layout of an
designs new Whilst omni directional and fold
seats, the layout changes
to two sets of facing seats
interior space.
seat layout over seats have existed for
years, the increasing need to
with an immediate level of
privacy between the pairs, like
Talbot adds, “In the case of rail
vehicles, we envision passengers
system. - offer travellers the flexibility and
choice of sitting with others in
cocoons. and the public would pre-book
a specific layout to suit their
Privacy or a spirit of conviviality, or in the
privacy of a separate zone has
For those travelling alone, from
the original bay arrangement
needs – travelling in groups,
pairs or the privacy of travelling
conviviality, not been implemented in the
of two (or more) sets of facing
seats, a single seat can be
solo...this means being able
mass market yet. to offer customers increased
giving your Nick Talbot, design director
rotated to face away from
the seat in front, providing
convenience and/or privacy
customers the at Seymourpowell explains,
“The core of the idea allows
privacy for a single occupant
whilst allowing conviviality for
according to personal choice.”
The design also potentially allows
choice two (or more) sets of seats to
face another two sets of seats
the remaining set of three
occupants.
for the conversion from a meeting
or dining space to a set of
creating a so called ‘bay’ or sleeping spaces.

4. OUR NEWS
Nappies (that) could
Tesco Baby...
improve on today’s Seymourpowell shares vision The ‘Nappy of the Future’
disposable nappies
for the future of nappies with will contain a special wetness
innovative design concept for indicator, visible above the
Tesco Baby. clothes and symbolised by
in three main areas; Seymourpowell recently unveiled
a visionary concept design for a
three droplets, designed to
inform parents how full the
nappy is. In order to control
comfort, performance
‘Nappy of the Future’, a special
project carried out for Tesco odour, microcapsules bonded
Baby to mark the relaunch of to the nappy fabric will lock in
and environmental their Super Fit nappies. smell when the nappy is made
dirty and release fragrance to
Michael Webster, associate
signal this to the parents. The
footprint.
director at Seymourpowell,
nappy is also designed to inform
outlines the background to
parents when a baby has a
the project: “The future will be
fever or an infection through the
a different place 10-15 years
use of chromatic technologies.
from now where many of the
technological advances we see Jenna Bannerman, Tesco
today, such as nanotechnology Baby spokeswoman comments:
and adaptive materials, will “Whilst we don’t know what
have become widespread. the future holds, given how
Furthermore, issues of the technology is evolving, the
environmental sustainability will ‘Nappy of the Future’ concept
become increasingly apparent could become a reality sooner
in our everyday lives. In our view, rather than later, which would
nappies of the future could be great news for all parents.”
improve on today’s disposable
nappies in three main areas
- comfort, performance and
environmental footprint.”
Taking these factors into account,
the resulting Seymourpowell
concept design for a ‘Nappy of
the Future’ is a hybrid system,
with a washable undergarment
worn by the baby all day, and
For further information contact Estelle Douine on removable, biodegradable
020 7842 3226 or estelle.douine@speedcommunications.com. nappy liners.

5. OUR NEWS
Iconic brand identity and packaging Seymourpowell
designs award
design for new SHAPE SMART™ winning machine
for Coffee Nation
range from Goldshield Seymourpowell is pleased to
announce its design for the new
Express machine for Coffee Nation,
the UK’s fastest growing coffee
company and leader in gourmet self-
Before After service coffee.
Coffee Nation Express is the
fourth machine designed by
Seymourpowell for Coffee Nation.
This model is a chip and pin, self-
service gourmet coffee bar that
has been developed for hospitals,
universities and corporate offices,
with a branded coffee offer.
Matthew Tidnam, associate director
at Seymourpowell commented,
“Seymourpowell has a long-standing
relationship with Coffee Nation.
The Express machine was a natural
evolution from previous models,
and reflects the expanded range of
consumer environments in which
Coffee Nation now has a presence.
Seymourpowell has created related family of products with The new machine recently won ‘Best
the name, brand identity and their own distinct identity and Self-Service Project’ at this year’s
prestigious European Association for
packaging design for the on-shelf standout. David Towse, Self-Service (EAFS) Awards 2010 in
new SHAPE.SMART range Marketing Manager at Goldshield Essen, Germany. Paul Newcombe,
A brand identity from leading pharmaceutical commented, “Seymourpowell Technical Manager at Coffee Nation
added, “We’re thrilled to have won
company Goldshield. SHAPE. has created a brand identity for
that successfully SMART is a new umbrella brand SHAPE.SMART that successfully
this award for the Express machine.
unifies all three from Goldshield’s healthcare unifies all three of our weight- In a highly competitive market place,
Seymourpowell’s innovative design
division and consists of three management products giving
of our weight- weight-management products: us great brand presence at
has helped Coffee Nation build on
our success, and maintain good
management APPEsat™, LIPObind™ and point of purchase.” Jonathan sales projections for the future.”
DEcarb™. With the recent Shaw, Director of Packaging
products. launch of DEcarb, a natural at Seymourpowell added, “We
carbohydrate blocker, the have an excellent relationship
brief given to Seymourpowell with Goldshield and were
was to create a new weight- delighted to work closely with
management umbrella brand the team to develop the SHAPE.
within Goldshield, bringing SMART umbrella brand in its
the three sub-brands into one entirety”.

6. OUR NEWS
Aircruise concept
In May 2010, Seymourpowell’s Other winners included iPad
Aircruise concept won ‘Best by Apple, designer Paul Smith,
project in Aviation’ at the Anya Hindmarch, Anish Kapoor,
wins Condé Nast
prestigious Condé Nast Traveller Zaha Hadid and Virgin Galactic.
Innovation and Design Awards.
For full details see:
www.cntraveller.com/magazine/
Traveller Innovation
The winning Seymourpowell
innovation-and-design-2010/the-
design received the highest winners/aviation-the-aircruise
number of votes in the Aviation
category, which also included
and Design Award projects from British Airways,
Qatar Airlines and NASA.
Seymourpowell’s Aircruise is
the concept design for a hotel The winning
in the sky, with low passenger
numbers and huge internal
Seymourpowell
spaces offering room for living, design received
dining and relaxing, as well
as scope for dramatic and
the highest number
inspirational public spaces. of votes in the
The concept captured the Aviation category,
imagination of Korean giant which also included
Samsung Construction and
Trading (C&T), who appointed projects from British
Seymourpowell to refine the Airways, Qatar
idea and produce a detailed
computer animation of the
Airlines and NASA.
proposed experience to
illustrate this visionary approach
to the future.
Seymourpowell’s Aircruise It is a remarkable opportunity to The top two finalists received
concept was also awarded showcase the best hospitality a round-trip air travel and hotel
second place at the 4th annual strategies in architecture and accommodation in Las Vegas
Radical Innovation in Hospitality interior design that incorporate to present their entry to the HD
competition. new concepts and enhance the Conference audience.
guest experience.
Co-founded and produced For full details see
by The John Hardy Group The annual competition provides www.radicalinnovationinhospitality.
(JHG) and Hospitality Design an invaluable platform for com/winners
Group (HD Group), the Radical professional practitioners and
Innovation in Hospitality Award students around the world to
promotes innovation and global present their approach to radical
thought-leadership in hospitality. innovation in the hospitality field.

7. OUR NEWS
Events/ Collaborations
V&A Schools team up with
Seymourpowell
In September 2010 Seymourpowell
announced its partnership with the
V&A Schools team. The collaboration
will give students and teachers
Seymourpowell provides expertise In August 2010 Seymourpowell and environments of product access to a unique perspectivae on
to new creative collective, HOUSE
collaborated with a new users. By giving this talk at design through specially devised
creative collective, HOUSE, PopUpHOUSE I hope to convey workshops and events, with the aim
where associate director Paula the message to new design of inspiring a new generation of world-
Zuccotti delivered an industry talent to always put people at class designers. The V&A Schools
talk on the role of ethnography the start and centre of every programme for Secondary Design &
Technology students and teachers,
and user research in design and project, as ultimately design is
DesignLab, provides inspirational
innovation. She commented, about making things better for
and innovative learning through
“I’m thrilled to be taking part people.” For more information real-life insights into the creative
in PopUpHOUSE. The team visit: www.housecollective.net industries. During 2010–11 this is
have a special style that works being provided by Seymourpowell,
well to nurture collaboration, who share the V&A’s desire to inspire
which I believe is important and excite students and teachers of
to the future of the creative Design & Technology. Cara Williams,
industries.” With regards to her V&A Schools Manager commented,
involvement, she added, “My “This exciting collaboration is
carrying on one of the founding
work includes extensive travel
principles of the V&A - to educate
and immersion into the real lives
and inspire designers of the future.
Out and about – events
The educational value of real life
vocational experiences cannot be
underestimated and the partnership
aspires to produce exceptional
learning opportunities for all involved.”
OCTOBER THROUGHOUT 2011
V&A Design pro Workshop Economist Innovation V&A DESIGN LAB Teachers
Masterclass - Winter, London Summit, London Symposium, London
Matthew Cockerill, Matt Tidnam, Paula Richard Seymour on ‘the future of the David Fisher
Zuccotti future
V&A Design Pro Masterclass
Story of London Festival London Brand Finance Annual SPRING 2011, London
Richard Seymour Forum, London Matthew Cockerill, Matt Tidnam,
Richard Seymour Paula Zuccotti
Montreux 2010 Switzerland
Richard Seymour NOVEMBER
Cardiff Design Festival, Cardiff V&A Creative Quarter, London Royal Aeronautical
Dick Powell Matt Tidnam Society, London
Nick Talbot
Invest Northern Ireland, Belfast V&A Creative Industries London
Richard Seymour David Fisher V&A Design Pro Workshop
Masterclass - Summer, London
European Future Better-by-Design CEO Matthew Cockerill, Matt Tidnam,
Energy Forum, London Summit, New Zealand: Paula Zuccotti
Aircruise concept on show Dick Powell on ‘Designing Innovation’

8. OUR NEWS
Mariel Brown and Zoe Stavrou Santambrogiomilano
hosts exclusive Milan
Fair trend report
report back from the Milan Fair On Tuesday 18th May 2010,
Seymourpowell’s Mariel Brown and
1 Contemporary Classics Cassie Isherwood gave a concise
In April 2010, Mariel Brown and The utilitarian trend of the last few years and highly informative presentation
3
Zoe Stavrou joined the multitude has been noticeably softened. of their key findings from the
of design lovers heading to Milan fair at the stunning London
Klara by Patricia Urquiola for Moroso
showroom of Italian architectural
Milan for the 32nd edition of glass studio Santambrogiomilano.
2 Blow Up
the International Salone del Santambrogiomilano recently opened
Forms that appeared to have been its new London showroom at 90-92
Mobile. They observed a gentle
‘blown up’ were seen in many guises Great Portland St to showcase the
progression and softening of last company’s glass architecture to both
throughout the fair.
year’s ‘crunched’ themes and a private clients and UK based architects
Bouroullec Lighthouse by Ronan &
growing sense of both nostalgia Erwan for Established&Sons
and designers working on projects
throughout the world. The company
and the need for escapism. 4 was created by Carlo Santambrogio in
They felt there was a particularly 3 Retrographic
1992 and was inspired by his work on
positive vibe about the show in Graphics and geometric patterns were exhibition design and installations with
that designers and manufacturers coupled with a distinctly retro colour designers such as AG Franzoni, Carla
5
palette. Amsterdam Amoire by Sholten Scarpa, Claudio Silvestrin and Ennio
across the board were engaging Arosio.
with the issue of sustainability. & Baijings for Established&Sons
They saw many of the pieces 4 Knit one, Purl one
as an evolution of work seen at Knitting and wool were seen making
previous shows, proving that a comeback, adding cosy warmth to
some trends are very much here a number of pieces.
to stay. Granny lights by Pudelskern
1 6 5 Back to School
A trend that utilized a colour palette
of primary colours and simple, pale
woods, with many pieces referencing
the archetypal forms of things that could
be found in the classrooms of our youth.
7
Just wood chair Contact us
6 Primal
A trend that took the idea of nostalgia SEymOUrpOwEll ltd
to the extreme, finding inspiration in the 327 Lillie Road
2 early origins of man. Gita Gschwendtner London, SW6 7NR
Quarry and Soft crystal series1 United Kingdom
7 Ethereal T +44 (0) 20 7381 6433
A trend that evoked an immersive, F +44 (0) 20 7381 9081
otherworldly atmosphere. a noticeable
theme throughout the fair. www.seymourpowell.com
Yves Behar_Detail nichola.rinks@seymourpowell.com