We gained user input through dialogue with marketing representative and end users including top European & Japanese DJ’s. Ortofon’s marketing team provide insights in to the market as well as their hopes and needs to ensure a robust business case could be reached.
Respect for the original
Designing the new Concorde was approached with great respect for the original. How can we improve on such a successful product? We worked in close collaboration with the Ortofon team to create a detailed set of objectives the new pickup should achieve.
A better way
MJID facilitated workshops with Ortofon’s engineers and production leaders to identify areas where technical and DFMA improvements and opportunities lay. The outcome of this creative dialogue was a series of design adjustments that simplified the assembly process and provided a platform with the possibility for the manufacturing process to accommodate numerous models within the one product range.
Redesign of a classic
The design of new Concorde pick-up was treated with great respect for the original – ‘We worked with heritage’. A series aiming for different specific turntable professionals, DJ´s, Scratchers and other sound-artists.