The Power of Design

By Joseph Duffy Feb 9, 2009

The Power of Design.

This might be old news for some, but for those who haven't heard, this is another demonstration how design is the game changer.

Trek Bicycle, the world's largest bicycle manufacturer, opens an all-new design center called, "Thing One", at their Waterloo, Wisconsin headquarters.

In a world where traditional advertising is dead, companies of all types and sizes are turning to design as the only approach to build and sustain a successful business. Trek, the no doubt industry leader, is taking ownership of this initiative and relying on design as the key strategy to make everything they do better.
I can't wait to check it out some day soon!

From Trek's Website:

Trek Bicycle today announced the opening of ‘Thing One,’ an all-new design center with a singular focus: do nothing but great work. Over 20 miles from the nearest Starbucks, the unassuming town of Waterloo, Wisconsin—yes, Waterloo, Wisconsin—is now home to what is arguably the world’s most comprehensive design studio for all things bicycles. 

“Today, best-in-class function is no longer enough to make best-in-class products,” noted Trek President, John Burke. “Shape, form, color, and presentation are integral to making products that can be global leaders. This new design center is Trek’s commitment to leading the future of cycling.”

The 20,000 sq ft studio is the new home for 55 designers working in environmental, retail, and industrial design alongside interactive, packaging, product graphic, and visual design teams. Also within the ‘Thing One’ environment is a world-class photo studio, retail merchandising areas, fabrication shop, and most importantly, a pro barista, only steps away. 

Formerly warehouse space within Trek’s world headquarters, the design spaces making up ‘Thing One’ were opened in the fall of 2008, with final resources and finishing touches recently completed. By February 2009, ‘Thing One’ will be completely powered by renewable energy from a combination of wind and hydroelectric sources. 


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