Objectified.

Design is integral to every part of NEMO. We go through an intricate and iterative process every time we set out to create a new product. Every graphic element concerning NEMO from advertisements and catalogs to hangtags, product manuals, and stickers is designed by us. Our office is organized and decorated by the fun furniture we design and build. NEMO's marketing agenda is designed, not planned. Even our Director of Sales has a degree in industrial design.


It is therefore no surprise that we are excited about a new film debuting in Austin this week at the South by Southwest Festival. Objectified, from director Gary Hustwit (of Helvetica fame, another great film for design geeks), is about “industrial design, and the creativity at work behind everything from toothbrushes to tech gadgets. It's about the people who re-examine, re-evaluate and re-invent our manufactured environment on a daily basis. It's about our relationship to mass-produced objects and, by extension, the people who design them.”



Personally I think great design, a solution perfect in its simplicity, function, and form, is rare to come by in the isles of our stores. But at those times when we stumble upon it or struggle through the process of extracting it, a design can be as beautiful as the outdoor world that inspires us.

-Suzanne