Product + Engineering
Eight weeks; that’s it. 56 days to turn a rough mechanical platform into a friendly delivery robot. When we say Design + Industry are ‘lean and agile’, we mean it.
A short turnaround time requires putting the right people in the room; a combination of experience and diversity to develop good concept alternatives quickly. Once a direction is chosen, you need trusted experts to deliver something special. Just the sort of project we thrive on.
Hey good lookin'.
Conveying personality through design was a big part of the brief: how can you bring the friendly attitude of your trusted Domino’s driver to a robot? When designing a world-first there is no benchmark or rule book so we went elsewhere for inspiration.
We looked at traditional Japanese anime and some of the leading animation studios like Pixar and Dreamworks. We also studied concept cars and how they use common elements like headlights and lines to send a message about the product.
With Domino’s leading the charge, we knew the expectations for the project would be sky-high. They were looking to awe the world and it was up to our team to make it happen. The presentation of the food was instrumental in achieving this. There had to be an element of surprise, a mechanical solution in line with the overall look of the unit and the ambition of the project.