I designed The Elevator in 2006. It was a redesign of an existing Griffin product, the iCurve which was a MacBook stand made from a single piece of thermoformed acrylic. Customers loved their iCurves, but because it was a single piece, the package was huge. This was causing shipping and merchandising issues.
My task was to redesign the iCurve with the goal of significantly reducing the size of the package. I knew it had to be made of multiple parts so it would break down. I wanted it to be sculptural and play off the Apple aesthetic of the day, which was thick acrylic, aluminium, and grey rubber.
The resulting product has been a consistent performer for over 8 years, and has sold over half a million units.
