Advanced CMF design study for the VAVA Chroma 4K laser TV short-throw digital projector. Based on the overwhelming success of the Chroma 4K laser tv projector what started out as a design exercise turned into a production reality. The Chroma projector had just been released and sales were at a record high. Quick to take advantage of this momentum Sunvalleytek wanted to follow up with a refreshed look that would have added appeal for the European and N.American market. During a trip to the UK I conducted some research to identify emerging and prevailing trends in the home entertainment market. Noticing that the European sensibilities were very different to those of the Asian market especially when it came to consumer electronics. Europeans in particular like their electronic products to blend into the environment amongst furniture and other home decor. I drew my inspiration from contemporary furniture. By disassembling the current product I was able to single out the 1-piece injection molded main housing, acoustic fabric and exposed aluminum heat sinks. These parts would undergo a CMF update for a more premium look and feel. Co-developed with a Japanese vendor the main housing would be molded in wood like polymer and the wood grain laser etched into the surface for texture. This design study produced over 8 variants which were taken into consideration by the design team in Shenzhen for further cost analysis and engineering review.

My CMF design direction recommendation was the BLACK MAGIC concept based on its polar neutrality and appeal across all global markets. The AMAZONIA concept was actually selected by the team in China for its amplified wooden look & feel. OAKLAND was my 2nd favourite for its potential to penetrate the Scandinavian market

Part of the CMF development process was the pain staking attention to detail in acquiring, curating before final selection samples that complimented each image board. This was a parallel process as I was also building up the design studio’s first CMF library from the ground up.