Eastern luxury.

A new direction for premium luxury.

 
Project image template - 4000 x 1771 - MASTHEAD - VERTU.jpg
 

Client: Vertu  
Project: Venus Concept Exploration
Services: Consumer/Market insights, Persona exploration, Product strategy, Concept design, Concept development 


 
vertu-logo.png
 

Vertu is a long established British luxury brand. Well known for its use of unique and elegant materials, the company has taken mobile telephony in an entirely new direction. With each phone carefully handcrafted in the UK, customers can select from a wide range of personalisation options to fully express their individuality.

This type of British craftsmanship is highly valued worldwide, particularly in the Far East. Curventa were tasked with creating expressive devices for this new generation of Asian luxury consumer. The result is ‘Project Venus’  -  an exploration in how premium luxury can adapt to and celebrate cultural differences.  

I asked my internal design team who we should use, and Curventa always came up. Curventa defined the future DNA for Vertu in Europe and into the emerging Asian markets.
— Hutch Hutchinson
 
 
 Vertu - curventa - mood - chinese - asian - luxury - premium - culture
 Vertu - curventa - luxury - premium - personalisation - customisation - individuality - cmf - material - colour - finish
 

East meets west

Our experience in the luxury fragrance market, having worked alongside boutique fashion houses, gave us the confidence to explore eccentric concept routes. The resulting three concept outcomes showcase how modern materials and processes express Chinese culture yet retain the precision and craftsmanship British design is known for. 

 
 
 Vertu Venus | Premium finish study

Vertu Venus | Premium finish study

 Vertu Venus | Premium detailing

Vertu Venus | Premium detailing

 Vertu Venus | Iconic silhouettes

Vertu Venus | Iconic silhouettes

 

Our approach

During our extensive research programme we gained insights into how this new generation of Asian luxury consumer wished to express themselves. With China having such a culturally rich and varied past, it was important to understand how we should approach themes like symbolism, respect and success, and then the synergies these had with British design appeal.   

 
 
 Vertu Venus | Market and insight study

Vertu Venus | Market and insight study

 Vertu Venus | Initial sketch session

Vertu Venus | Initial sketch session

 Vertu Venus | Sketch outcomes

Vertu Venus | Sketch outcomes

 

British craftsmanship

At Curventa we believe in a traditional approach to front-end design. Design exploration is carried out by hand using sketching and quick foam models. This gives us the freedom to explore and evolve designs as we progress through the process. With an in-house workshop, we can then iterate quickly as the concepts go through a cycle of validation and refinement.    

With a product such as Venus, the design had to exude quality whether in the hand or laid on a surface. This meant we had to keenly understand proportion, how designs fit in the user’s hand, how forms behave during use and how weight can provide an extra element of quality. 

Working across 30 SKU’s we developed a range that celebrates the traditions of Chinese culture yet features that much sought after British precision.

 
 
 Vertu Venus | Development sketches

Vertu Venus | Development sketches

 Vertu Venus | Form and ergonomic study

Vertu Venus | Form and ergonomic study

 Vertu Venus | Premium finish study

Vertu Venus | Premium finish study