March 2019
ertonline.co.uk
“We have always stayed true to our heritage, but never gotten stuck in the past” Joel Singer, Brand director, Marshall (above)
Signature style One iconic marque now exploiting its iconic visual style is Marshall. Its mission, says Brand Director, Joel Singer, is to maintain, protect and develop that legacy in accordance to its brand vision and contemporary market requirements. “Keeping track of brand and business performance is key for us and we constantly try to leverage the brand in an authentic and credible way.” He adds that Marshall’s signature style has played a key role in the development of its headphone and speaker business. “The result has been a satisfying way to both pay respect to the heritage and bring a totally new design of home audio to the market,” he tells ERT. So are consumers attracted by vintage values when it comes to hi-fi product design? “Not necessarily vintage as in retro or old, but
there is a craving for good design in general,” muses Mr Singer. “We have always stayed true to our heritage, but never gotten stuck in the past. We take all of our knowledge into the future instead and make sure our design is just as relevant today, as it was 50 years ago.”
Simple, intuitive design
Mark Whiteman, Head of Marketing for fellow British audio outfit, Cambridge Audio, agrees.
“When it comes to designing hi-fi, experience
is extremely important,” he says. “At Cambridge Audio we adapt to the market and our customers, not only in terms of feature-set, but also ‘look and feel’. For customers, ‘heritage’ is synonymous with experience and craftsmanship, both of which are important in the world of hi-fi.
“Because we maintain a consistent look that doesn’t change with fads or style changes, our products never really go out of style” Mark Christensen, Marketing Coordinator, McIntosh
“In the modern always-on world within which we now live, product design influences are all around us – our phones, computers and smart devices. Manufacturers have been creating more minimal designs in an effort to make products
more accessible to a broader audience. Ultimately, it’s about changing the perception of kit that may have once seemed complex and alien, so that it’s seen as simple and intuitive.” One hi-fi brand that has elevated retro design to chic fashion is Ruark Audio, with its radiogram- style R7, with Sixties legs and furniture-grade build.
Managing Director, Alan O’Rourke, says the hi-fi industry has often overlooked the value of aesthetics. “We’ve always been very conscious about design,” he tells ERT. “These days, discerning customers seem to be more conscious than ever about the products they are choosing for their homes, and whether it be an audio system or TV, I’m convinced that many customers will choose a design they like over features.” However, Mr O’Rourke winces at the ‘retro’ label. “I think that retro design should be replaced with the term ‘good design’! There ar e some truly awful product designs out there and many of these can be seen on the stands of OEM and ODM manufacturers at electronic trade shows such as CES and IFA,” he grimaces. “How these products ever make it to market is beyond me, but this also demonstrates how difficult good product design can be…”
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Marshall’s signature-style speakers
Ruark Audio is launching its retro-inflected R5
The RS200 wireless music streamer from McIntosh
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