As expected, the launch of the iPhone 6 has taken the world by storm with retailers selling out within the first few hours of release. The ultimate designer status symbol also happens to be packaged brilliantly, transforming grown-adults into wide eyed kids! This morning I had an email in my inbox from Evelio Mattos of Design Packaging who conceptualized the Apple WATCH as a dual charging station for the iPhone, one hour after Apple's keynote.
"When Tim Cook released the Apple WATCH and iPhone 6 yesterday the first thing that came to mind was how often is the watch going to need charging? But that question quickly evolved into how will we charge it among the increasing number of mobile devices that we carry everyday needing a nightly charge? Immediately John and I discussed what that meant for consumers and the ultimate experience for charging these items on your nightstand, the clutter of cables, the ever growing mess of products; iPads, phones, and now watches. Not very minimalist, not very Apple."
"The easy solution was to create an Apple power adapter with 2 USBs, 1 for the watch cable and 1 for your iPhone cable; simple enough. But that still did not solve for the poor user interaction, or the mess of products meant to be proudly displayed vs strewn about like children’s toys. As luxury packaging designers, our goal is to create a brand appropriate complete user experience that is seamless from unboxing to utilization. To that end, we approached the concept from a user based perspective, and explored how we would want to display the Apple WATCH as well as marry the two inseparable units once unboxed - Apple WATCH and iPhone 6. Once a viable concept that solved our challenges was completely fleshed out, the next step was how to package the display unit and product in a way that represented the brands continual evolution."
"The solution is a luxe retail packaging presentation, that beautifully displays the product on our combination charging dock. Once removed, the combination charging dock is able to simultaneously provide power to both iPhone 6 and Apple WATCH displaying the beauty of the two units within it’s simple footprint. From a usability standpoint, the watch is easily placed over the charger allowing the magnetic contacts to connect with the back of the watch, the iPhone then easily interfaces with the lightning charger and cradle. We threw in a dual USB port on the power adapter since we’re probably going to need to charge our iPads somewhere near these too."
Concept by Evelio Mattos and John Turner
Agency: Design Packaging