2010 IDEA

The final event in the IDEA judging is the intense competition for Best of Show. In this first ever behind-the-scenes video of the process, jurors wrangle over four wildly diverse products they've deemed the best of the 2010 entries, acutely aware that their final selection will send a message to the industry about what they value, and where they think design is heading. The resolution to this dilemma laid the groundwork for a major rules change for next year's competition.

John Barratt, the IDEA Jury Chair and the CEO of Teague, discusses the three "Best of Show" winners: the Slingbox's economical design, the elegance of Method's detergent bottle, and the Easy Latrine's socially responsible construction.

John Barratt, head of the 2010 jury, explains how the IDEA competition works, the trends the jury saw, and the macro themes that emerged. For example, convergence in hardware and software, a trend that's been building for years, finally reached maturity this year. He also lays out why the Eco-Design category will be eliminated after this year, and how that will affect judging criteria going forward. But the most controversial topic at the judging, Barratt says, was the issue of the responsibility of design. Responsibility was a major factor among this year's Best of Show winners -- and the thread that convinced the jury to award three products in this category instead of one grand prize winner.

John Barratt, head of the 2010 IDEA jury, talks about his experience judging the Brazilian IDEA awards - the only other global design organization that's included in the international IDEA competition . Barratt discusses the differences between Brazilian design and American design - and what U.S. designers might learn from their South American peers.

Bertrand Richez of Paris's Handsome Design explains why the IDEA competition is an often-overlooked, but ripe, opportunity for recognition for designers who focus on such things as watches, eyewear, and bags.

Hugo Eccles of Studio Conran says the most interesting thing he found in judging the computer category was seeing compelling alternatives to Apple's design dominance. He also noted how the conversation around sustainability and consumer electronics was becoming more nuanced, with a realization that sometimes big companies aren't the enemy, but the solution.

Hugo Eccles of Studio Conran talks about tackling the massive student category, and the onslaught of talent from Asia. And he discusses how students across the globe are embracing the idea of design's responsibility, including social, environmental, corporate and personal responsibility.

Michelle Barryman of EcoVisualization talks about the diverse offerings in this category - from trade show exhibits to art installations, from religious and educational facilities to bus stations - and the challenge of comparing them against each other. She also discusses one project that "knocked her socks off": an old World Cup stadium repurposed into a soccer museum in Brazil.

Michelle Barryman of EcovVisualization explains the big challenge in judging this category: assessing the holistic experience. Whether they be games, productivity tools, e-readers or Websites, judging how the form factor and interface interrelate, she says, was the key to determining the winners from the also-rans.

Mieko Kusano of Sonos talks about the identity crisis afflicting the cellphone industry as manufacturers grapple with how to respond to the popularity of the iPhone. Winners this year, Kusano says, were those companies that managed to find their own area of differentiation without being iPhone look-alikes.

Mieko Kusano of Sonos compared how the entries in the home living category from Brazil differed from those which originated in the U.S., ranging from conceptual ideas to the level of craft and cultural expression. She also discusses some unique products submitted by Asian designers.

Stefan Pannenbacker of Nokia discuses the shift, this year, from a focus on pure usability in consumer electronics, to the poetry of the UI. Advanced visual and sensorial pleasure of use, not just ease of use, he says, was one of the main differences judges noticed from previous years.

Valerie Casey of The Designers Accord discusses how the eco-design category has changed since its inception from craftsy green little products to integration across all product areas. She also explains why, in the future, eco design will no longer be a separate category, but a feature that will be judged on the same level as quality or usability.

As the strategic design field enters its adolescence, Anton Andrews, the Lead, FrontEDGE Experience Planning for Microsoft Entertainment discusses the confusion around what kind of work really qualifies for this category - and why entries focusing on brand strategy often came up short. And he expresses his disappointment at the dearth of entries in the service design category which, he says, "is ripe for the picking." In the future, he advises next year's candidates, don't focus on the aesthetics, but on "value to society."

Stefanie Kubanek of Pentagram expresses her annoyance that furniture design for health care applications is less rigorous and appealing than that design for other contract installations. She argues for design that would give attention to detail and restore dignity to products for this category.

Stefanie Kubanek of Pentagram talks about how the economic climate has affected entries for the office products category. Highlights were task and LED lighting, and a system for seating that allows for both comfort and privacy.