Apple Inc. flew its entire design team to London to receive an award for setting the benchmark as the best brand and the best design studio of the past 50 years.
The D&AD Award was handed to a team of 16 artists, 14 men and two women, led by Sir Jonathan Ive (pictured in the middle). The ceremony was held at a dinner party at Evolution in Battersea Park in London.
Apple’s design team has never attended an award ceremony before, according to the London Evening Standard.
Sir Ive declined to offer the press any comments, but he was truly happy to receive the award and even chat with fellow guests at the 50th anniversary celebration of D&AD, according to the paper.
Notable personalities present at the event included Sir John Hegarty, Lord (David) Puttnam, Sir Terence Conran and Sir Frank Lowe.
D&AD Chief Executive Tim Lindsay said, “The people, companies and brands celebrated tonight are the true visionaries of the past 50 years of commercial creativity. Their work has changed the way we live our lives, the way we communicate and the way we perceive businesses and each other."
Robert Senior, chief executive of Saatchi & Saatchi, chimed in to say, "If anyone wondered whether D&AD mattered, the world's most valuable company has flown its entire design team over. Conservative Government, are you listening?”
For those interested in Jonathan Ive’s latest work, may we suggest the video posted by Apple last week to describe the work that’s gone into making the design of the EarPods?
It’s a perfect example of how minute pieces of hardware require an incredible level of attention to detail, if you’re going to get it right. While you’re at it, perhaps you’ll also enjoy the story behind the iPhone 5’s unibody chassis.