We did a follow-up interview with Jony Ive at Apple in California last week, and enjoyed the opportunity of filming inside Apples design facilities. I felt like Charlie in Willy Wonka and the Chocolate Factory, except everything was made of shiny aluminum instead of candy. And there were no oompa loompas.
It’s a look at the creativity at work behind everything from toothbrushes to tech gadgets. It’s about the people who re-examine, re-evaluate and re-invent our manufactured environment on a daily basis. It’s about personal expression, identity, consumerism, and sustainability. It’s about our relationship to mass-produced objects and, by extension, the people who design them.
Apple, of course, is amongst the companies featured.