“We want to be the Nike or Burton of video gaming,” explains Brett Lovelady, founder of Astro Studios, a San Francisco–based industrial design firm that focuses on personal entertainment equipment. He’s talking about the studio’s new venture, Astro Gaming, a spin-off company that recently began making pro-grade gaming gear. “There was an opportunity to give gaming pros better-performing product, much like you would do with any professional sport,” he says. “You know, let’s give the best athletes the best products to perform with.” Just as Nike Lab develops specialty shoes for Olympians, Astro Gaming wants to make gear for the next kings of Kong.
So you’re probably not very familiar with Businessweek’s International Design Excellence Awards, but you should be. Every year the IDEA honors only the best design in products, packaging, strategy, ecodesign, interaction design, research and concepts.
Upper Playground, the leader in today’s progressive art movement, has teamed up with ASTRO Gaming to release three new Artist Series Speaker Tags for the A40 Audio System!