Pushing the limits has never been a problem with 3M. Nor has “kissing frogs till you find your prince”. The slogan is often associated with the global innovations company because they believe if you are not making mistakes, then you are probably not doing anything. This culture of acceptance of errors and finding creative solutions has resulted in path-breaking products from the 3M stable — from the simple Post-Its to complex, antimicrobial incise drapes used pre-surgery.
Bringing its clientèle even closer to its collaborative style is their first design centre in India (its fourth worldwide after Minnesota, Milan and Tokyo). Launched in May, at Electronic City in Bengaluru, what differentiates it is its focus on people. “Indian customers are highly receptive to new, innovative technologies, but the cultural context and the country’s infrastructure are completely different when compared to Japan, Europe or the US,” explains Blessen Phillip, design manager, 3M India. “There is a huge focus on understanding our customers intimately while applying 3M technologies to solve their needs.”
Located on the fourth floor of the company’s factory and R&D campus, the new centre is in close proximity to its innovation lab (to apply design thinking early in the development of new technologies) and is aligned with its mission of collaborative creativity. “This allows us to easily reach out to any designer, scientist or expert across the world to solve complex problems,” he notes. “When you work closely, you can bring in multiple collaborators and the level of output increases exponentially.”
All about innovation
A local-meets-global logo, complete with peacock feathers, welcomes me at the centre. The open plan design is created to aid collaborations with clients via an informal approach. For instance, the living room-style Focus Room, with its bright yellow walls, hand-painted graphics, and high stools around a community table, is meant for casual discussions over coffee. I find several instances of the 3M touch here, like a display motorbike with an unusual criss-cross gold pattern. When I take a photo on my phone’s flash mode, the patterns glow. This is their Multi Color Metallics at work — reflective sheeting used for road safety, created for better visibility in low light situations. A wall-to-wall global map changes colour as I walk by, showcasing the same reflective technology, but in an architectural application.
The most interesting section, however, is the Mock-Up and Prototyping Lab, where the tagline, Make It Real, is written on a concrete wall. With logo representations (of designs 3M specialises in) etched on the walls, and colourful tools of the trade displayed against metal boards, the space is welcoming rather than intimidating. And instead of asking clients to imagine anything, the lab makes quick low-fidelity and high-fidelity prototypes, while a handy 3D printer creates components in exact proportions for them to see a first cut. I also spot several kinds of surfaces and textures, from wood and stone to metal, laid out for material exploration. “Traditionally, you would show a film to a client and expect them to understand what they need. Here they can mock up what they want and we get instant feedback,” he says.
Local solutions
On the ground floor, in their display area, pioneering technology meets thoughtful design. Most of 3M’s business verticals — like Industrial, Safety & Graphics, Healthcare, Electronics & Energy — and some of their signature products are showcased. Apart from the iconic Post-It notes and Scotch tapes, I spot the flexible Scotch-Brite® Twister mop. With an integrated wringing mechanism and ergonomic handle, it won the Red Dot Design award, and is a fine example of how the brand is using technology to design for local needs. “We want to reach out to the masses and solve some fundamental problems. So as part of our R&D, we interact with people, live our users’ lives, do house visits, gather data and try understanding their needs,” Phillip shares. Apart from being constantly engaged with designers at OEMs (Original Equipment Manufacturers), future plans include designing solutions that will enhance Indian roads, push boundaries for sterile hospital environments, and improve air and water quality.
Take three
Eric Quint, Vice President & Chief Design Officer
Why did you pick India and Bengaluru as the venue for the design centre?
The 3M headquarters in India is also in Bengaluru and we wanted to be close to our partners in business and R&D. As designers, it is important to understand local needs, regulations and socio-cultural dynamics, as these can be different per location.
What is 3M’s design philosophy?
Our philosophy is to design meaningful customer experiences and enrich our innovation through collaborative creativity across disciplines. The next big idea will come naturally from a creative collision of many smaller ideas that build upon each other.
What kind of innovations can we expect in India?
Going forward, the creation and realisation of innovative solutions will be based on our knowledge about the Indian market and the learnings from our customers’ insights. Our technology platforms and manufacturing infrastructure will enable new innovations in areas such as public transportation, pollution and air purification, safety at work and respirators.
