We return to ARGNet’s coverage of PICNIC 2010 with more coverage from day one of the conference, themed “Redesigning Design.” The first speaker of the afternoon section, Tim Kobe, is founding partner of Eight Inc., referenced as “8_” throughout the presentation (and for the rest of this article). 8_ is a combination of many different things, all rolled into one company: design agency, architectural firm and “collaborative design innovation studio.”
Their output, so to speak, is design for both residential environments, products, and commercial buildings and spaces. One of 8_’s most famous projects was developing the architecture and design for the Apple Retail Stores. According to Kobe, 8_’s goal is to find strategies to design for brands to engage the consumer.
Kobe’s presentation was titled “Making Design Real,” but mainly served as a showcase for what 8_ does, starting off with a clip from Men in Black where several applicants for a position at the MiB need to fill out a questionnaire while sitting in egg-shaped chairs. Kobe followed the clip with a quote by Charles Eames: “The extent to which you have a design style is the extent to which you have not solved the design problem.” In Kobe’s own words, design is equal to serving a certain purpose as best as possible.
_8 works with clients like Apple, Citibank, Coach, Gap, HP, Nike, and Swatch and embrace the fact that they make things (even though they are not fabricators), preferably things that change the way people think, feel, and act. They pride themselves in building “irrational loyalty” as Kobe calls it. And why do they have that opportunity? Because, apparently, 80% of production companies think that their product is differentiated in its market, while only 8% of the consumers agree. Kobe notes that 50% of all purchases are done based on word of mouth, and 80% of word of mouth is generated by direct experience.