Punkt revisited: Time to consider the craft

Yet there is method in Orlandi’s curation, as the clean lines of Swiss company Punkt’s collection demonstrates. The range represents the craft of carefully considered design. It is also a response to the question: how should a mainstream company rework its brand to appeal to today’s more knowledgeable, design-savvy consumers?

Punk’s answer was to collaborate with Jasper Morrison. After releasing its DP01 telephone at the London Design Festival 2010, the brand has now launched an intuitive, super-minimalist AC01 alarm clock.

Morrison is known for his meticulously simple and intuitive designs. ‘My instinct is to simplify and make products to be immediately understandable and, above all, natural to use,’ Morrison tells LS:N Global.

LS:N Global will be reporting all this week from Milan. Our comprehensive Milan report will be on sale next week.