OPPO Showcases New Conceptual design with nendo and Hosts Retrospective Exhibition at CIIDE
December 14, 2020, Shenzhen,
China— Today, OPPO, a
leading smart device company, showcased multiple new conceptual designs based on its human-centric design philosophy at the 4th China International Industrial
Design Expo (CIIDE). These
conceptual designs were created for OPPO by leading Japanese design studio nendo, founded by Oki Sato. These
result from the close collaboration between OPPO and nendo, exploring the possibilities of future design. During the
exhibition, OPPO also exhibited a series of its classic product designs, showcasing its unique insights and
exploration into form design, materials and interaction that have occurred since the company’s inception.
The China International Industrial Design Expo is a national-level event focused on industrial design in China. With
this year’s theme of “New Designs, New Trends, New Momentum,” OPPO put on a retrospective exposition, showcasing
classic industry-leading product designs from throughout its history.
In 2008, OPPO launched its first smartphone, the "Smiley Face" A103, marking the beginning of its pursuit
of the perfect synergy of ultimate aesthetics and innovation. These innovations have proved numerous over the past
12 years: In 2012, OPPO launched Finder – one of the world’s thinnest phones – designed to be easier and more
comfortable for users to hold. In 2014, it introduced the 2.5D curved design on Find 5, while 2016’s R9 took
inspiration from snow-covered mountain ridges to provide a smartphone with improved grip and looks. More recently,
OPPO launched Reno3 in 2019 as the world’s thinnest 5G phone at the time.
OPPO’s breakthrough in design also extends to its cutting-edge camera technology. In 2014, OPPO released the world's
first motorized rotating camera smartphone –N3. In 2018, its full-screen display smartphone, Find X, utilized a
pioneering sliding design which enabled the camera to pop out from within the phone when activated. This innovation
integrated 11 components, including front and rear cameras and sensors, and resulted in a screen-to-body ratio of
93.8%. In 2019, OPPO broke even more boundaries with the launch of the Reno 10x Zoom and its unique pivot rising
structure, which has since inspired
new design ideas within the smartphone industry.
In November this year, OPPO once again demonstrated its latest exploration into mobile phone form factors with the
OPPO X 2021 rollable conceptual handset at the OPPO INNO DAY 2020 event. The size of the conceptual device’s rollable display is
infinitely adjustable within a specified range, offering a new perspective on the future of devices and how humans
might interact with them.
At the China International Industrial Design Expo, OPPO showcased the "slide-phone" and
"music-link" conceptual designs that it has been working on together with the leading Japanese industrial
designing studio nendo. The idea for the “slide-phone” originated from OPPO and nendo's discovery that smartphone
users increasingly rely on their smartphones to interact with the world around them. To support more functionality,
smartphone is designed in a constant increasing of size, making it difficult to hold and less convenient. This trend
towards larger phones has become a growing concern for users. Armed with this insight, the “slide-phone” concept is
designed with three foldable screens attached by hinges folding over in the same direction. By providing users with
the flexibility to change the form of the phone as needed, users may benefit from the ability to change its size to
suit the occasion. Furthermore, a stylus inserted in phone allows users to expand their productivity by using the
phone for work or other more complex tasks.
The “slide-phone” conceptual design can be folded into different states
The conceptual design“slide-phone” can be folded to just the size of a credit card
OPPO and nendo’s other conceptual design, "music-link", is a collection of devices centered around a pair
of TWS earphones that includes a smartwatch, an AI speaker, a portable charger and a wireless charger. All devices
are designed in a sleek organic form, adopting an affinity design that mirrors the aesthetic values of users today.
When the TWS earphones and portable charging case are placed on the AI speaker, users can enjoy a seamless
music experience transitioning from headphones to speaker. This symbiotic design between devices, and the emphasis
on portability and convenience, reflects OPPO’s integration of technology and human-centricity in its design
The “music-link” conceptual design
Commenting on the partnership, nendo CEO and chief designer, Oki Sato, said：“I was impressed by OPPO’s philosophy,
which goes beyond leveraging the latest technology and pursues a comfortable relationship between people and their
products through a human-centric approach to design. I am looking forward to seeing new concepts from the OPPO team
as well as seeing how they manage to further strike a balance between technology and emotional engagement.”
OPPO Industrial Design lead designer Xiao Bo added: “nendo’s design is closely aligned with OPPO’s human-centric
philosophy. OPPO aims to bring users a delightful product experience with cutting-edge technology and
aesthetic design. This partnership is built upon a conviction that, to create a groundbreaking tech product with the
right level of comfort for users, we must focus on “human.” Moving forward, we will double down on this approach by
engineering products with a more seamless, user-friendly experience.”
As an explorer and leader pursuing the perfect synergy of ultimate aesthetics and innovation, OPPO established an
industrial design center at its inception to incubate design and innovation within the industry. The center was
certified by The Fourth selection of National Industrial Design Centers in China on November 22, 2019. OPPO's
cutting-edge product design has also been well-received and recognized by the industry. This year, OPPO Find X and
Reno3 Pro won the 2020 Good Design Awards, while the OPPO Find X2 Pro won the Swan Award in the China Mobile Phone
Design Competition. OPPO will continue to focus on product design, further exploring how technology and
aesthetics can be integrated to create closer relationships between people, devices, and the world around them.
For more information on the OPPO products, kindly refer to:
About OPPO OPPO is a leading global smart device brand. Since launching its first smartphone - “Smiley Face” - in 2008, OPPO has
been in relentless pursuit of the synergy of aesthetic satisfaction and innovative technology, Today, OPPO provides
customers with a wide range of smart devices spearheaded by the Find and Reno series, ColorOS operating system, as
well as internet services such as OPPO Cloud and OPPO+. OPPO operates in more than 40 countries and regions, with 6
research institutes and 4 R&D centers worldwide and an international design center in London, OPPO’s more than
40,000 employees are dedicated to creating a better life for customers around the world.