Apr 13. 2011

HUAWEI Unveils New Foray into Design A Nature-Inspired Concept Phone which Simplifies the User-Experience

Milan, Italy, 11 April, 2011: Huawei, a leader in providing next-generation telecommunications network solutions for operators around the world, unveiled its first concept phone, called the ’Folded Leaf’, at the 2011 Salone del Mobile Furniture Fair in Milan. Highlighting its commitment to the “Smart Device, Simple World” philosophy, and its continued focus on creating devices for enhanced user experiences, Huawei collabourated with Stockholm-based design studio Claesson Koivisto Rune (CKR) to create the handset, which simplifies the mobile phone experience without compromising on design and technology.

The development of the Folded Leaf is the first time Huawei Device has partnered with a design studio. To underscore its renewed focus on design, Huawei Device is unveiling the Folded Leaf at the 2011 Salone del Mobile Furniture Fair, one of the largest and most prestigious design events globally. This is the first time Huawei Device has participated in the Milan Fair.

"We place the consumer experience at the heart of our business, and that begins with product design,” said Victor Xu, Chief Marketing Officer of Huawei Device. “We are very excited to be showcasing Folded Leaf and will continue to push the boundaries of trends and design ideas to offer diverse experiences for consumers.”

The Folded Leaf concept phone blends technological sensibility, ergonomics and customer usability. Its ergonomic design features a distinctive fold inspired by nature and the human body, making it comfortable to hold and use. The customer usability features enable better visibility, reduced glare, and easier use with larger buttons. Technologically, the phone’s OLED display provides clear text and images, the camera, and the integrated USB port makes charging, data transfer and connecting to the hands-free headset easy.

"The Folded Leaf offers a more simplified and intuitive notion of communication that sidesteps the functional hyperbole of many smart phone devices,” said Ola Rune, Claesson Koivisto Rune. “Every curve, facet and proportion of the Folded Leaf has been designed to optimise the experience of the user and our commitment to striking the perfect balance between rational function and design perfectly aligns with Huawei’s consumer-centric approach to device development.”

"This partnership with design studio CKR has enabled us to return to the core design elements of a phone,” said Stefan Munther, Head of Concept Creations, Huawei Device. “The Folded Leaf’s simplified design has given us a renewed perspective on how we approach our smartphone range.”

Huawei Device’s “Smart Device, Simple World” philosophy was launched in 2010 and the latest devices to hit the market include the Huawei IDEOS X5 and X3 smartphones, and the IDEOS S7 Slim tablet. The new Folded Leaf is an exploration of how design can augment functionality.

The Folded Leaf will be exhibited from April 12 to 17 at Superstudio Piu in Zona Tortona during Salone del Mobile. Huawei Device’s suite of mobile device products are distributed across 130 countries worldwide and have been dedicated to enriching user experience through continuous innovation and user-centric design. In 2010, Huawei Device shipped more than 120 million units of smart devices.

2011 Salone del Mobile Furniture Fair

Now in its 50th year, the Salone Internazionale del Mobile is the International Furniture Fair of Milan, and one of the biggest home decoration trade fairs in the world. The annual event showcases the latest design and hottest home furniture from around the globe. It is a leading exposition for the display of new products by furniture manufacturers, interior designers, lighting concepts, and other design items. The event attracts over 270000 attendees from more than 150 countries and 2500 companies annually. The Salone Internazionale del Mobile is held from April 12 to 17, 2011.

About Claesson Koivisto Rune (CKR)

The Swedish architectural partnership Claesson Koivisto Rune is, in the classic Scandinavian vein, multi-disciplinary. With building projects around the globe and designs made by companies such as Asplund, Cappellini, Living Divani, Swedese and Wästberg, they have practiced both architecture and design from a thoughtful and holistic standpoint since 1995.