Industrial Design

Range Identity

Designing Watermark Experiences for the Future of Elevation

With a presence in over 100 countries and more than €8 billion in annual revenue, ThyssenKrupp Elevators are one of the largest elevator manufacturers globally. They design, manufacture, supply and service a range of mobility products for hotels, residential, retail, office spaces, hospitals, airports and everything in between.

In collaboration with Studio Everywhere, Play&Co helped ThyssenKrupp strategize a Design Language System that could be applied to a 5-star hotel in Dubai, a hospital in Chicago and everything in between. While working closely with their team under an accelerated timeline, we created a system that was identifiably ThyssenKrupp yet was highly modular and customizable.

'ThyssenKrupp enabled, Customer curated, Passenger focused' was the statement that drove our approach for a flexible system of designed 'DNA' elements. These elements, in turn, formed multi-sensorial experiences that were manifest in consistent ownable forms, shapes & haptic elements, regional material palettes, context-specific feature sets, and way-finding clarity.

The final Design Language System was articulated in an evolving report containing a range of tools such as storyboards and concept renderings.




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