15 Nov Obleo – Worldwide
Italian innovators design a multi-tool for the waves, slopes, and streets
By Alex Dickey and Brett Duesing
“Snowboarding is very popular on the Alps,” says Max Bonassi snowboard designer at the Milan-based Comvert. “The main difference between Europe and the U.S. is the consistency of the snow. Here we mostly ride on hard pack. Rarely do we get real powder you see in America.”
Comvert has carved out its own path with Bastard, a brand that offers a line of gear specifically designed for Italian conditions. “We produce boards with a longer effective edge, and a bit stiffer than average boards,” he says. “The result is a very fast ride.”
Although the snow might vary across the globe, snowboarding fashion is universal. Boarders on the slopes of Torino go for the same styles as their counterparts in Breckenridge. Since the Comvert released its first board designs in 1994, the Bastard label has steadily grown to include a full catalog of outerwear, street wear, and accessories.
Since its beginnings, snowboarding counter-culture has always traded style influences with the sport’s rebellious half-cousins, skateboarding and surfing. Boarding enthusiasts often change between the sports according to the season, a fact confirmed by a visit to Comvert’s offices. Comvert recently constructed an indoor skate bowl in their headquarters, so employees could skate on their lunch hour.
Comvert enlisted the help of another Milanese firm, Sardi Innovation, to produce a new accessory for Bastard’s new line. CEO and founder, Enrique Luis Sardi, seized on this idea that snowboarders hit the slopes in the winter, surfed in the summer, and skated to work. This persistent crossover inspired Sardi to devise an all-in-one tool designed for all three sports.
The Clash of Rhinos
Sardi’s idea was a pocket-sized multi-tool that would combine ten mechanical devices for use in snowboarding, skateboarding and surfing. Other sports pocket tools existed, Sardi explains, but their looks were utilitarian rather than phat. To give character to the tool, the Sardi team looked to a bit of zoomorphism:
“We actually considered 60 different animals based on sketches,” says Sardi. The design team settled on the Rhinoceros, giving the guiding principle behind the shapes as well as the product name, the Bastard RHINO Multi-tool. “Once we had the animal idea, the whole design naturally came together. And let’s face it, if you want to make the coolest tool, the Rhino is definitely one of the coolest animals.”
At that point, Sardi designers had already engineered the functional metal tool shapes in the 3D surface modeler coincidentally called Rhinoceros. Sardi says the modeling platform was ideal for Comvert’s tool project, as it is for many of his other high-concept designs. Comvert designers (as another coincidence) used the same application to model their snowboarding products and to engineer the curves of its wood-frame skate park.
The NURBS-based environment allowed the team to play with the tool concept on screen, arrange the metal parts into different positions, and define the encasing animal form with smoothly arching curves.
“Its horns, front feet, and back feet are three different open-end wrenches,” explains Sardi. “On its mouth, you plug in the four interchangeable multi-screwdrivers it stores in its stomach, which also contains an ice-or-wax spatula. Its throat opens up to the surf wax comb. Its tail is the keyring clip.” In keeping with the boarder lifestyle, the RHINO’s ears make for a handy beer bottle opener.
“From the business concept to the final design product, the project came together in no time at all,” says Sardi. Ordering the parts into production also went smoothly. The Sardi team could easily export the separate parts for different kinds of production (injected Nylon PA 6.6 copolymer for the casing or 316 stainless steel for the tool heads). Prototypes were made to preview the product with Comvert and its retail buyers.
“When we sent the design to rapid prototyping, it was ready,” says Bonassi. There was no doubt or redesign. We didn’t even make a single change in the Rhino model. The same prototype files were used in final production.”
The Bastard RHINO is now released through Comvert retail partners through Europe. The toolkit hit a sweet spot, a balance between the practical needs of the sports and the fashion sense of the audience. And the audience for the product is now bigger, mainly because, as Bonassi points out, the tool can hang in shops year round.
“We haven’t done any kind of advertising at all, and still the response just gets better everyday,” he says. “We’re seeing not only magazine and design book features about it, but also hearing about cool stories from customers using their RHINO.”
The multi-tool even made the ADI DESIGN INDEX of the 150 best Italian-designed products in the world.”
As the RHINO gains momentum around the Alps and Mediterranean, it soon may be migrating to the Rockies and California beaches. “Now it’s available in the online stores and the Bastard web site. We are currently studying worldwide store distribution that will take it to North America very soon.”
Sardi is also proud of the recognition, and views the project as an instance of high-minded design turning a simple mechanical idea into a marketing breakthrough.
“The key to success,” says Sardi, “is to keep on innovating non-stop. That’s were the real business is. When the competitors try to copy, you are ready to launch a wholly new product and leave them the wake.”
About Sardi Innovation
At the cutting-edge of entrepreneurial innovation, Sardi is the multi-award-winning firm that businesses turn to for success in developing unique products that strengthen and consolidate their brand image. Clients such as Pirelli, Lavazza, Avio International Group, and McK Aviation have recognized the ability of Sardi Innovation to create real impact in the marketplace. For more information, please visit: www.sardi-innovation.com.
About Comvert S.r.l.
Founded in Milan in 1994 by four skateboarders, Comvert conceives, produces, and distributes gear and clothing for skateboarders and snowboarders under the brand Bastard. Comvert also distributes the brand Electric in Italy. To view Comvert’s quality lines of product, please visit: www.comvert.com.
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