Issue 311 - Digital Version

September / October 1997 Cover Image: Volkswagen's original Concept I car form the basis for the company's updated Beetle, due out in February and designed to bring VW's commercial fortunes full-circle. In Issue 311 of Graphis magazine, you'll find the following articles: Maestro at the Modern: Castiglioni at MoMA, written by Mel Byars; Salone del Mobile: Milan's Furniture Fair, by Edna Goldstaub-Dainotto; Harvey Nichols' Food By Design, by Rita D. Jacobs; Marks of Excellence: History of Trademarks, reviewed By Rynn Williams; Web Sites That Work, reviewed By Jurgen Riehle; Gio Ponti: Ugo La Pietra, reviewed By Edna Goldstaub-Dainotto; Industry Products; Brand Building, by Maggie Kinser Saiki; Design Practice, by Paul Kunkel; Volkswagen: Bringing back the Beetle, by Martin C. Pedersen; Alessi: It's a family affair, by Heather O'Brian; Dorling Kindersley: Eyewitnesses for the information age, by Jack Crager; Pyramid: Spinning ales into gold, by Fred Moody; Schrager: Every day the curtain rises, by Mervyn Rothstein; What Makes A Great Client?, by Warren Berger; Interview: Murray Moss, by Edna Goldstaub-Dainotto; Type Directors Club News; ADC International Review: Art Directors Club Newsletter; and Consumer Products. CONTENTS Cover Volkwagen's original Concept 1 cars form the basis for the company's updated Beetle, due out in February and designed to bring VW's commercial fortunes full-circle. 10 Global Report Maestro at the Modern: Castiglioni at MoMA By Mel Byars Salone del Mobile: Milan's Furniture Fair By Edna Goldstaub-Dainotto Harvey Nichols' Food By Design By Rita D. Jacobs 10 Contributors to this Issue 14 Book Reviews Marks of Excellence: History of Trademarks Reviewed By Rynn Williams Web Sites That Work Reviewed By Jurgen Riehle Gio Ponti: Ugo La Pietra Reviewed By Edna Goldstaub-Dainotto 18 Industry Products The Big 5 CD-Rom changer…new narrowness in computer monitors…low-cost, high-resolution pocket digital cameras…high-end ink-jet printers 21 Brand Building How Japanese spirits manufacturer iichiko and designer Hideya Kawakita created Asia's largest-selling brand of shochu. By Maggie Kinser Saiki 25 Design Practice Fear kills great design: Brilliant prototypes often end up on the cutting room floor, victims of a corporate fear of failure. What lessons do they teach? By Paul Kunkel 32 Volkswagen: Bringing back the Beetle How Audi designers secretly developed a 21st century Beetle, creating a potential new market for Volkswagen worth more than $1 billion. By Martin C. Pedersen 40 Alessi: It's a family affair Alberto Alessi reaches out to the international design community, and in the process builds a $100 million-a-year company. By Heather O'Brian 50 Dorling Kindersley: Eyewitnesses for the information age In an age when books compete with interactive and broadcast media, DK mines all three markets, with annual sales of 40 million print, video and multimedia titles. By Jack Crager 62 Pyramid: Spinning ales into gold CEO George Hancock tells why his Seattle-based microbrewery will survive the onslaught from huge beer companies and emerge as a national brand. By Fred Moody 70 Schrager: Every day the curtain rises With occupancy rates at his five hotels at over 90 percent, Ian Schrager looks now to expand his design-driven empire. By Mervyn Rothstein 78 What Makes A Great Client? Five of the world's most successful clients reveal how they inspire their advertising agencies to produce innovative, results-driven work. By Warren Berger 96 Interview: Murray Moss New York's Moss is a store-cum-design-museum that blends commerce with the aesthetics of high-end products. Its owner explains why. By Edna Goldstaub-Dainotto 100 Graphis Call For Entries 102 Type Directors Club News 105 ADC International Review: Art Directors Club Newsletter 145 Consumer Products Concept cars for the 21st century…notebook electronics made accessible…futuristic shapes and materials unveiled at the International Contemporary Furniture Fair.