Munich / Los Angeles. BMW Group DesignworksUSA, a
subsidiary of BMW Group, and mobile company ADAIA today announced a
creative collaboration and partnership. On behalf of ADAIA and with
outdoor enthusiasts in mind seeking perfect mobile reception on their
expeditions, DesignworksUSA is creating a design concept for a
smartphone and its interface. The ADAIA phone will be unique in the
mobile industry in offering adventurers and outdoor enthusiasts not
only extreme ruggedness but also seamless reception and
satellite-based life-saving functions. Very soon a climber on Mount
Everest will be able to send text messages via satellite.
The ADAIA Phone: Communicator and Lifeguard.
The design of the Android handset, the first product born of this
collaboration, will pefectly reflect the multidimensional lifestyle of
its users as they move between waves, whitewater and workplace. The
package design will intelligently link the diverse user worlds,
reflecting smartness and ruggedness in equal measure. The interface
design will allow users to choose between “Adventure” or “Office”
mode. The ADAIA smartphone will be a communication device and personal
lifeguard rolled into one: it will have satellite functionality where
no terrestrial network is available, including a GPS search and rescue
service that can summon emergency assistance. An integrated SOS button
will be easy to use even in extremely critical situations. The
one-step battery replacement will maintain normal device operation
while the battery is swapped in one fluid motion. And hackers don’t
get a look in: various built-in security features will ensure
military-grade security and privacy.
The smartphone will be able to cope with all kinds of outdoor
challenges. The design team set out to create an extremely rugged
package, researching premium materials used in aerospace and medical
product design for attributes that include durability, lightness and
precision. Side grip surface wrapping of the entire phone will ensure
ergonomic protection while also taking into account the use of gloves.
Chamfered corners, all-round O-ring layering, and a rubber structure
assembly will further enhance the impression of solidity.
Topographical maps inspired the design of the back of the phone, with
alluring contour lines telling the story of adventure, adding premium
coupled with precision, and acting as a functional grip. This design
element will be a timeless and iconic component of the ADAIA design language.
Innovative Concept, Innovative Design.
ADAIA CEO and co-founder Heikki Sarajärvi comments: “When I destroyed
my fourth smartphone last year while sailing, I knew there was a need
for a durable smartphone capable of weathering the toughest
environments. I also realized the durable function had to be coupled
with a dynamic and iconic design for consumers to want to use it. That
is exactly why we brought on DesignworkUSA to create a solution that
is both functional and aesthetically pleasing.”
“ADAIA was looking for a design studio with experience in the design
of premium products and with know-how in designing for the mobile
lifestyle,” says Laurenz Schaffer, President of BMW Group subsidiary
DesignworksUSA. “We have developed a design language that speaks to
ADAIA’s tough and stylish brand attributes and that translates them
into a convincing product and interface design which will give ADAIA a
recognizable face in the mobile industry,” he adds.
Expert Summit: Development with Adventurers and Outdoor Enthusiasts.
ADAIA is bringing a group of the world’s leading international
explorers and adventure athletes on board to join forces with the
company and contribute to research, development and testing of the
handset on upcoming expeditions. Kevin Vallely, Guinness World Record
holder and one of Canada’s leading adventurers, will take the phone on
a 1,800-mile rowing trip through the Arctic’s Northwest Passage,
departing July 1st, 2013. World-famous BASE jumper and wingsuit pilot
Jeb Corliss will test the ADAIA smartphone on several projects in
2013, battling harsh conditions including high impact, extreme cold
and heat, and water.
ADAIA aims to become the
leading brand in premium communications equipment for high-end niche
markets with a focus on security, reliability, and design. ADAIA was
born when a group of former Nokia colleagues and mobile industry
pioneers came together to realize a vision for a new form of mobile
communication. Athletes of all types who need a durable phone tough
enough to withstand water, high impact, and the harshest weather
conditions will soon have a secure Android smartphone that is stylish
and virtually indestructible. Funded by private equity investors,
ADAIA is headquartered in Helsinki, Finland with offices in Los
Angeles, Vancouver, London and Dubai.
BMW Group DesignworksUSA
BMW Group DesignworksUSA is a creative consultancy that’s been
driving innovation for forty years. Acquired by BMW Group in 1995,
DesignworksUSA enables its parent company as well as
internationally-renowned clients outside the automotive industry to
grow their businesses through design and a portfolio of creative
consulting services. With clients including Coca Cola, Dassault
Aviation, Embraer, HEAD, HP, Intermarine, John Deere, Microsoft, Bay
Area Rapid Transit (BART), Siemens and Varian Medical Systems,
DesignworksUSA is deeply immersed in a broad cross-section of
industries. Combining cross-fertilized knowledge with strategic
long-term perspectives and global context provided by studios in Los
Angeles, Munich, and Shanghai, DesignworksUSA draws upon its unique
and vibrant resources to create the future.
The BMW Group is the leading premium manufacturer of automobiles and
motorcycles in the world with its BMW, MINI and Rolls-Royce brands. As
a global company, the BMW Group operates 28 production and assembly
facilities in 13 countries and has a global sales network in more than
In 2012, the BMW Group sold about 1.85 million cars and more than
117,000 motorcycles worldwide. The profit before tax for the financial
year 2012 was euro 7.82 billion on revenues amounting to euro 76.85
billion. At 31 December 2012, the BMW Group had a workforce of 105,876 employees.
The success of the BMW Group has always been built on long-term
thinking and responsible action. The company has therefore established
ecological and social sustainability throughout the value chain,
comprehensive product responsibility and a clear commitment to
conserving resources as an integral part of its strategy. As a result
of its efforts, the BMW Group has been ranked industry leader in the
Dow Jones Sustainability Indexes for the last eight years.