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Issue 311

CONTENTS

Cover Volkwagen's original Concept 1 cars form the basis for the company's updated Beetle, due out in February and designed to bring VW's commercial fortunes full-circle.

10 Global Report

Maestro at the Modern: Castiglioni at MoMA By Mel Byars

Salone del Mobile: Milan's Furniture Fair By Edna Goldstaub-Dainotto

Harvey Nichols' Food By Design By Rita D. Jacobs

10 Contributors to this Issue

14 Book Reviews

Marks of Excellence: History of Trademarks Reviewed By Rynn Williams

Web Sites That Work Reviewed By Jurgen Riehle

Gio Ponti: Ugo La Pietra Reviewed By Edna Goldstaub-Dainotto

18 Industry Products
The Big 5 CD-Rom changer…new narrowness in computer monitors…low-cost, high-resolution pocket digital cameras…high-end ink-jet printers

21 Brand Building
How Japanese spirits manufacturer iichiko and designer Hideya Kawakita created Asia's largest-selling brand of shochu. By Maggie Kinser Saiki

25 Design Practice
Fear kills great design: Brilliant prototypes often end up on the cutting room floor, victims of a corporate fear of failure. What lessons do they teach? By Paul Kunkel

32 Volkswagen: Bringing back the Beetle
How Audi designers secretly developed a 21st century Beetle, creating a potential new market for Volkswagen worth more than $1 billion. By Martin C. Pedersen

40 Alessi: It's a family affair
Alberto Alessi reaches out to the international design community, and in the process builds a $100 million-a-year company. By Heather O'Brian

50 Dorling Kindersley: Eyewitnesses for the information age
In an age when books compete with interactive and broadcast media, DK mines all three markets, with annual sales of 40 million print, video and multimedia titles. By Jack Crager

62 Pyramid: Spinning ales into gold
CEO George Hancock tells why his Seattle-based microbrewery will survive the onslaught from huge beer companies and emerge as a national brand. By Fred Moody

70 Schrager: Every day the curtain rises
With occupancy rates at his five hotels at over 90 percent, Ian Schrager looks now to expand his design-driven empire. By Mervyn Rothstein

78 What Makes A Great Client?
Five of the world's most successful clients reveal how they inspire their advertising agencies to produce innovative, results-driven work. By Warren Berger

96 Interview: Murray Moss
New York's Moss is a store-cum-design-museum that blends commerce with the aesthetics of high-end products. Its owner explains why. By Edna Goldstaub-Dainotto

100 Graphis Call For Entries

102 Type Directors Club News

105 ADC International Review: Art Directors Club Newsletter

145 Consumer Products
Concept cars for the 21st century…notebook electronics made accessible…futuristic shapes and materials unveiled at the International Contemporary Furniture Fair.

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