Award-winning design and its makers: “Mitsubishi Electric Robots”

Once a year, the jury of the Red Dot Award: Communication Design honours projects of high design quality. Among the works which received a Red Dot: Best of the Best, the jury awards the Red Dot: Grand Prix. In 2016, the top individual award was granted to “Mitsubishi Electric Robots”, designed by cologne-based designteam Elastique.

Robotic Harmony
The THREEBOTS exhibit, consisting of three industrial robots, is the highlight and epitome of a brand exhibition organised by Mitsubishi Electric in its new German branch in Ratingen. ¬Modern, aesthetically appealing and easy-to-understand thanks to accompanying multimedia stations, the exhibition highlights the entire product spectrum of the Japanese technology company. The robot exhibit takes centre stage as it captures all disciplines involved in factory automation, with 90 per cent of components used for it being manufactured in-house by the company, including displays, servomotors, controllers and the robots themselves. THREEBOTS fascinates with the robots’ ability for swift harmonious movements and their almost organic appearance. In the interactive mode, the robots can give information to visitors about the prod¬ucts on the display table. Each equipped with a huge monitor, the three robots thus ¬convey a sense of the latest advances in technology – in the form of a highly fascinating ¬installation.

Red Dot: Grand Prix for “Mitsubishi Electric Robots”
The Red Dot Jury summarised: “What is particularly outstanding about this installation is the high standard and simplicity with which it simultaneously combines the technological advances of Mitsubishi Electric’s -products for promotional purposes. The almost humoristic choreography was implemented in a highly elegant and appealing way, making it bridge the gap between human and machine to self-sufficient and playful effect.” The jury awarded this outstanding design achievement with the Red Dot: Grand Prix. Red Dot talked to the designers from Elastique.

Red Dot: What makes somebody a good designer?
Elastique.: Curiosity and a distinct play instinct combined with sharp thinking.

What is the best moment during a project phase?
The moment when you’ve worked through all the content, ideas and design concepts, tried things out, moved them from one place to another and suddenly everything falls into place – and produces a principle that is clear in both content and design.

Is there a designer you would like to meet personally?
Vivienne Westwood, because she has always just done her thing and combined chaos and aesthetics in a wonderful way.

The Red Dot Award: Communication Design is celebrating its 25th anniversary in 2017. It offers agencies, designers and companies from all over the world a platform for evaluating their design and creative achievements.