The Panel
Lorenzo Apicella (left)
partner at Pentagram
In 1998 Apicella joined Pentagram, the world’s largest independent design firm, as a partner after success with his own practice Apicella Associates. His projects include the award-winning research and design centre for Adshel in London.
Wonhong Cho (centre)
chief marketing officer of Hyundai Motor
Cho oversees Hyundai Motor’s global marketing including brand strategy and communication. Prior to that, the Wharton business school alumnus was president of the Korean office of the Monitor Group, a global management consultancy.
Tim Brown (right)
CEO of Ideo
Brown advises Fortune 100 companies such as Procter & Gamble, Microsoft and PepsiCo, with his global design firm specialising in a human-centred approach. He has a background in industrial design and is particularly interested in the convergence of technology and the arts.
Timeless brands are loved by customers and increase their market value
Anything we experience in the world is always a combination of utility and emotion
Perfect project: Lorenzo Apicella-designed tradeshow booth for payment-solutions firm Mercury.
Perfect project: The OpenIdeo crowd-sourcing platform resolves design-related problems.
In many respects the traditional boundaries of architecture are continually expanding
Perfect project: Brown is inspired by Tate Modern’s impressive transformation.
Perfect project: Pentagram’s award-winning Jimlar showroom in New York boosts natural light.
