Ideation

The design team began the exploration with user research to identify opportunities for true differentiation. The resulting VXR basically turned the existing design paradigm on its end – moving away from the traditional horizontal configuration used by the previous market leaders. The new configuration eliminated many costly electromechanical film handling components, took up roughly 40 percent less counter space, greatly reduced the potential of scratching the original films, and cost less than comparable competitive units. VIDAR felt that it solved all of the problems defined by the original criteria better than the other concepts and the competition. Looking back it’s hard to believe that the VXR was once the smallest unit on the market by far. As technology has evolved, we’ve shrunk each successive unit, but kept an eye on visual brand vocabulary. So when it came time to develop Sierra concepts we hit the ground running and developed a new range of ideas driven by the notion that we were ready to lift off the counter.

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