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We understand industrial design as the overall term for the design of all technical goods. Whether it’s a lamp, a drill, or capital goods our philosophy is to create design which combines reason with emotion and integrate this perfectly into the whole world of industrial design. For example, we think it speaks volumes when a sports hotel in St. Moritz chose to install the ‘Montana Saphir’ ski refurbishment machine designed by us in its lobby.

Motorcycles are our passion. Here we can proudly claim to have made history with Target Design’s first work – the Suzuki Katana Motorcycle Design. However excellent styling isn’t our only area of expertise, we can also think conceptually. With the R100 GS PD for BMW we have not only created a successfully motorcycle from a sales point of view, but also a whole new category of motorcycle – namely the mother of all travel enduros. Motorcycle accessories is another important element for us and we have accompanied the brand Hepco & Becker from the beginning. Whether Junior or Explorer, our work has always made its mark in the industry. The same applies to motorcycle helmets, the sun visor, for example, which is taken for granted today, is an invention of ours – for Schuberth.

Machines are not subject to fashion and only to a limited extent to the spirit of the times! So why is design becoming increasingly important for capital goods? Design has many facets, one particularly important one is that of communication. This means that even at first glance, a perfectly designed machine makes it clear to the observer: here is a product that is already one generation ahead of the competition and obviously of a very special quality. A good design can communicate these and other characteristics perfectly. Take a look at our machines.

Defence technology is still a field in its infancy for professional design. In the past, many in our industry were not aware that it makes good sense to involve designers in the product development process. Defence technology products don’t have to be beautiful either, but their solidity, precision and superiority have to be seen. This is because not only sober facts lead to the decision to purchase; a superior appearance is just as important for the success of the product and the justification of this decision to buy. Together with ergonomics and functionality, this enables us to design a future-proof and successful product in the face of increasing international competition. In the meantime, we have performed numerous impressive services. We can only show here what has already been published.