Better by Design to organize the 'Design in Business Awards'

21 Jul '08

5 min read

What began as an 'indent' company - with 50 per cent of its sales through international brands and 50 per cent by original product - has grown, in just over four years, into an internationally significant supplier of prestige fabrics. The company's studio collections are now represented in 14 residential showrooms and 8 commercial sales locations in the United States. Sales have increased there four fold since 2006 and Mokum has felt a new found sense of pride and confidence since achieving the award.

With headquarters in Auckland and studio based in Sydney, Mokum designs all of its own collection's with a distinctive Antipodean design perspective, while continuing to proudly represent a respected portfolio of international brands in New Zealand and Australia.

“The firm applies design to every aspect of its activities, which means Mokum has come to 'live' design as a 'strategic enabler' rather than simply a product development tool,” said Derek Lockwood, Worldwide Director of Design at Saatchi and Saatchi and a judge of the 2006 Design in Business Awards.

Another New Zealand company successfully integrating design into its business is national carrier Air New Zealand, the recipient of a Highly Commended Award at the 2006 Design in Business Awards.

In 2004 the national airline was at a crossroads. While its position in the domestic market was solid, it was coming under pressure from international competitors such as Emirates, and a lack of investment had left the airline lagging in terms of its long-haul onboard product and aircraft.

The company's vision which drove a two year design program was designed to appeal not only to their travellers' physical requirements but also their imaginations.

“Air New Zealand realised they were no longer just selling tickets, but were acting as a gateway to one of the world's most inspiring destinations, and, with this goal came the understanding that – as gatekeeper to the New Zealand brand – they could hold a competitive advantage that couldn't be copied or matched by any other operator in its territory,” said Cathy Veninga.

Key projects under this design-led strategy included changes to the new long haul in-flight product (interior, fabric, crockery, and in-flight entertainment design); a new frontline uniform, a new meal service, lounge concept and a rejuvenated brand identity.

Judges of the 2008 Design in Business Award include Derek Lockwood, Worldwide Director of Design, Saatchi & Saatchi; Nevil Gibson, Editor-in-Chief, National Business Review and David Walker, leading design strategist, former professor and a member of the University of Auckland's INNOVATIONZ team.

Entry to the Design in Business Award closes on Friday, August 8 at 5pm. The winner of this year's Design in Business Award will be announced at a cocktail function in Auckland on September 18, 2008.

Designers Institute of New Zealand