Hans and Umbach: “You know how grip works.”

Over winter break, Kate and I were fortunate enough to attend the British Advertising Awards at the Walker Art Center in Minneapolis. One commercial from Audi in particular really stuck with me, because of its clear reference to our highly sophisticated ability to navigate and interact with our physical surroundings.

With the Hans and Umbach project, this is what I aim to render explicit; that we have these incredibly well-developed skills for working with the physical artifacts in our environment, and by deliberately designing for these skills we can create more compelling, more engaging, more intuitive interactions.