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IDESIGN THE IDESIGN INTERVIEW Andrew Green Co-Founder & Creative Director IPAD 2 BUYERS’ GUIDE Previously employed by Griffin and DLO, Andrew Green was involved in a number of major product releases for both iPod accessory developers before starting Twelve South. Originally militantly Maconly (“If a PC user wants to use our products, they’ll have to buy a Mac”), Twelve South now supports both the Mac and iPad; Green told us about past hits and whether iPod/iPhone add-ons are coming. On Twelve South’s Design Focus Twelve South’s products and marketing have literally put Apple’s designs on a pedestal. “Our accessories are not the stars of the show,” notes Green. “The Apple hardware is. We are there to help the Mac or iPad do what it does, only better.... Our mission is to accentuate Apple hardware with complementary design and innovative ideas to help elevate the whole Apple platform in our small, but unique, way. “ On Prototyping BookArc’s hand-sketched, paperwrapped box prototypes inspired later Twelve South packaging. The BookArc prototype was “made from a bent piece of steel with split tubing for MacBook protection,” Green recalls. On Moving From Mac to iPad... and Beyond? A version of BookArc was the company’s first iPad stand. “From our perspective, the iPad is still just an advanced Mac accessory,” explains Green. “After all, the very first thing you do when you get a new iPad is plug it into your Mac!... That said, we are still Mac/Apple hyper-focused. Apple’s products inspire us. Making accessories that help integrate Apple products into user’s lives is all we want to do. Our favorite customer feedback is when we hear ‘I bought a Mac/iPad partially because I wanted to accessorize it with a Twelve South product.’ Believe it or not, we hear that all the time. As to whether or not we’ll ever accessorize any other Apple hardware, we’re not opposed to it.” 86
IPAD 2 BUYERS’ GUIDE IDESIGN Compass, The Fidget-Worthy Stand Inspired by chopsticks, Compass turned out to be considerably more substantial - and complex. “Everything is tactile whether, as a user, you are conscious of it or not,” explains Green. “The Compass’ first tactile surprise is its weight. It is heavier than expected - not too heavy, but substantial and secure. The second is the smooth operation of the hinges. These features were all conscious decisions made to enhance the experience... After all, you touch the Compass every time you take it out to use it.” On BookBook, the Literary Case The juxtaposition of old and new in Twelve South’s hometown of Charleston, SC, served as an inspiration for this whimsical case, which was based upon aging books with fabric bookmarks. “With its classic, vintage hardback cover on the outside,” Green says, BookBook is “protecting and concealing the most modern and advanced computer in the world on the inside. It offers sleeve-like utility, but with tremendously more protection and style.” While the MacBook was the first version’s target and namesake, the iPad brought a new dimension to the product. “BookBook for iPad made the MacBook version look like we were just practicing. Its genuine leather and hardback book spine seem to add back an organic element to the digital words and electronic books delivered via pixels inside.“ BackPack: The iMac + Cinema Display Shelf “One of the BackPack’s coolest features is that you can combine several at different heights when your storage needs warrant it, or when you push the 5 pound weight limit! We recently received another user comment with the great idea of flipping a BackPack upside down to create a shelf facing the front,” says Green. “One of the things that I think separates Twelve South from other companies is that we create products first and foremost for ourselves, not for a random focus group, or even a buyer at a big box store. We make products that we would be satisfied with first.” 87
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