ABOUT THE DESIGNER
Sonny Lim graduated magna cum laude from the Delft University of Technology in the Netherlands with a Master of Science degree in industrial design engineering. He conducted his graduation project at the Sony Ericsson Creative Design Centre in Lund, Sweden. Mr Lim started his design career at Adidas where he was responsible for innovative football shoe lines worn by some of the world’s top football players like Lionel Messi and David Beckham. He left the company six years later to become senior designer at BMW Group DesignworksUSA in Singapore. He was the creative lead for numerous internal design projects for BMW, Mini and Rolls-Royce. In addition, he led a variety of strategic projects for third-party clients including Sennheiser, Hewlett-Packard and NeilPryde Bikes.
His collaboration with the Pelé Sports Innovation Team was the direct result of his extensive design knowledge in high-performance, advanced and premium sports lifestyle products. In his current role as senior design consultant at Philips Design in Singapore, Mr Lim draws upon a deep knowledge base to formulate innovative strategic design approaches and to create meaningful innovations.
Says Mr Lim: “I see design as looking for possibilities and possible futures, instead of only solving present-day problems. Products are the means of getting people to behave and to feel in a particular way. Products earn their meaning in their interaction with people. The way you use a product is determined by the context for which it is designed. Future contexts demand new and different behaviours.
“My creative process is context-driven and I often ask myself questions like: Why does this product exist?, why does it exist in this way?, what aesthetic conventions does it use?, and how did it evolve to be the way it is?. The fun part is developing the vision for the product and its meaning to the users. In essence, this is the story the product should tell.”
Sonny Lim’s advice for emerging designers:
“Get comfortable with being uncomfortable. If you’re not quite sure about an idea, it’s most likely because that ‘something’ is new and fresh. Innovation is the reward for having the courage to continue in uncertainty.”