Ross Lonegrove: Organic Design

The information supplied by this video shows designers the importance of sustainable designing and that there is hope for and success in sustainable ideas and design.
The only challenge faced by this direction of thinking is the large corporate companies themselves, who refuse to recognize the state of our natural resources and laugh at the idea of using sustainable products. Lonegrove found this out the hard way through talking to 'Sony' who were too determined to take on 'Apple' and beat them so other materials were chosen other than sustainable options.

The products in the video were impressively designed but not nearly as impressive as the way in which the were designed. The ideas behind the designs and the process in which they got to the final design was interesting and exciting to understand. The final design itself captured the essence of water in all its glory but the bottle would be nothing without the process they took in order to get it. I find it similar to painting were a painter might be able to paint a picture really well but with out a surrounding idea of how the painting came to be the painting would be meaningless and useless.

Although this video was centered more around 'captain organic' instead of information on sustainable design and materials, the video was inspiring and showed great potential for future designing of sustainable products.