A future‑facing approach to design that’ll make your product a joy to use

product-service-innovation-cepsa-flagship-service-72dpi-station

Product-Service Innovation-Cepsa- flagship-service-72dpi station

Product & Service Innovation in action

We’d love to help you design an innovative product or service that’ll future-proof your business for years to come. And it all starts with a simple chat.

Product & 
Service 
Innovation

Product & Service Innovation

Product 
& Service 
Innovation

Crafting the ideal experience around your product or service, considering every touchpoint

customer-experience-design-virgin-australia-bar-72dpi

Customer-Experience-Design-Virgin-Australia-Bar-72dpi

Making sure every touchpoint is aligned and engaging is no easy feat. So let us take some of the strain. Get in touch for a chat about how we can enhance your customer experience.

Customer Experience Design

Customer 
Experience 
Design

Positioning your brand to compete in the market, and then bringing it to life

brand-identity-sindoh-ci-printing-process-72dpi-2

Brand-Identity-Sindoh-CI-printing-process-72dpi

Your brand is a big investment, and it’s important to get it right. So let’s chat about how we can help position your business in a way that truly connects with your customers.

Brand & Identity

Brand 
& 
Identity

Our expertise

video-still2x

video-still@2x

take a 
bigger 
leap 
forward

Our partnerships

Making creative leaps to design innovative customer experiences that exceed expectations.

Progress needs a creative leap, and process tempers the risk. It’s never based on blind faith or adrenaline-fuelled risk taking. It’s about insight, intuition and decades of experience.

Controlled

Everything we do should make a difference to your business, always adding value and giving you the best possible return on investment. Every decision we make keeps that in mind.

Commercial

With every design decision we make we aim to enhance people’s experiences. Understanding how they think, what they want and tapping into unimagined possibilities.

Considerate

<h3>The Rail Interiors Show, 24 November 2025 &#8211; 25 November 2025, O2 Universum, Prague, Czech Republic</h3>

The demand for innovative rail solutions that elevate customer experience has never been greater. In recent years, we’ve seen a growing shift toward highly tailored, non-standard programs—bringing both opportunity and complexity to the design RFP process.
On one hand, these bespoke solutions move far beyond baseline products, offering uniqueness and innovation. On the other, full customisation poses significant challenges for the supply chain, particularly around lead times, cost control, and R&amp;D efficiency.
In a presentation to The Rail Interiors Show, Prague, Tangerine&#8217;s Director Weiwei He will share real-world examples to demonstrate how a more collaborative RFP process—one that involves suppliers from the outset—can help strike the right balance between innovation and delivery. We will explore how early engagement with the supply chain can de-risk the process, streamline development, and ultimately lead to more successful outcomes.

weiwei-he_tangerine_-portrait-2025

Weiwei-He_tangerine_-portrait-2025

<h3>About The Rail Interiors Show </h3>
24 November 2025 &#8211; 25 November 2025, O2 Universum, Prague, Czech Republic
The Rail Interiors Show is organised by the publishers of Railway Interiors International and it exclusively invites designers, engineers, specifiers, and brand managers from all over the world to attend the event. The Rail Interiors Show is a global exhibition with a global Forum that is free to attend.
Anyone involved in the design or specifying rolling stock passenger cabins should attend The Rail Interiors Show. Visitors will come from Rolling Stock Manufacturers, Design Houses, and Rail Owners and Operators.
Manufacturers and suppliers of the very latest and next-generation rail-car interior concepts and technologies will showcase their products and services. The only exhibits on show will be technologies and services that can improve the passenger experience while at the same time reducing the carbon footprint and perhaps even improving safety, durability, and security.

<h3>About Weiwei He</h3>
Weiwei is an innovative designer and strategist who has worked across a wide range of industries from consumer electronics and retail strategy to automotive, rail and aircraft cabin interiors. This cross-sector experience has enabled Weiwei to build knowledge and develop a specialism for innovation in the mobility sector, delivering programme management to clients at board level. During two decades at tangerine Weiwei has worked on over 20 rail projects. She now heads up the rail team at the studio, a position that has enabled her to form key partnerships with high-profile clients such as Volkswagen, CRRC Changchun Railway Vehicles, Talgo and Heathrow Express.

vip_train-carriage_crrc_tangerine-design

VIP_train carriage_CRRC_tangerine design

Railway Improving The Design RFP Process Through Supply Chain Collaboration - Tangerine

https://tangerine-net.b-cdn.net/app/uploads/2025/07/VIP_train-carriage_CRRC_tangerine-design-scaled.jpg

Home

Railway Improving The Design RFP Process Through Supply Chain Collaboration

Tangerine

<h3>“Good design goes beyond appearances — it transforms human experience. To me, design is about more than aesthetics — it’s about changing lives, enriching experiences, and quietly transforming the fabric of industry.”</h3>
&nbsp;
Martin Darbyshire, founder of world-renowned design firm tangerine, answered the question “What is good design?” by saying, “It’s not just about changing appearances.” For nearly 40 years, Darbyshire has worked with many companies such as Apple, Samsung, and LG, focusing on expressing the convergence of technology, experience, and brand strategy through strategic design. He has also long served as a judge for one of the world’s top three design awards, the Red Dot Design Award.
We met Darbyshire during his recent visit to Seoul for a lecture. Some of his answers came instantly, while others were preceded by long pauses and careful thought—reflecting the depth of his contemplation on design.
Below is the Q&amp;A.
&nbsp;

martin_darbyshire_tangerine_square

MARTIN_DARBYSHIRE_tangerine_square

What brought you to Korea?
“I was invited to give a lecture on why design leadership is important for Korean companies. I also have meetings scheduled with Korean clients. Personally, I always try to speak directly with senior executives or top management when meeting businesses. That’s because design strategy must be executed through a ‘top-down’ approach.”
 Why is that?
“If designers only communicate with middle managers or practitioners, it’s difficult to drive strategic change within a company. Design isn’t just about modifying a product’s appearance—it has the power to shift the organization’s direction itself. Good design requires original thinking and bold, decisive actions, and that requires a structure that supports it. Most companies that have succeeded through design, such as Apple, have adopted this approach. That’s why I insist on talking directly to the company’s leadership.”
In Korea, Hyundai Motor and Kia are often cited as examples of companies that successfully rebranded through design-driven management.
“Hyundai and Kia have made bold investments in improving their technology, talent, and design quality. Appointing Peter Schreyer as Chief Design Officer (CDO) was a bold and strategic move—not only for his design skills. I’ve met him several times, and he has not only exceptional design sensibilities but also outstanding communication skills and the ability to earn trust within an organisation. I believe he had the deep trust and respect of top management, and that was the key driver behind Hyundai and Kia’s transformation.
You’ve once again been selected as a judge for the Red Dot Design Award this year. What do you mainly focus on during the judging process?
“Normally, several judges deliberate together, and a majority consensus is required for a design to win. For me personally, the key criterion is: Does it present new value? Whether it elevates the user experience, solves an existing problem in a smarter way, or brings about meaningful change—that’s what I look for.”
You’ve been in the design industry for nearly 40 years. Do you still have moments during judging when you feel, ‘Wow, this design is really fresh’?
“Absolutely. We see countless designs during judging. Most are average or fall within the realm of expectation. But occasionally, a design comes along that clearly stands apart. It moves you emotionally or leaves a strong impression experientially. That’s when I think, ‘This is really different. It resonates deeply.”
What, to you, is good design?
“Design is not just about styling—it’s about creating real change. Among the many projects tangerine has taken on, the most meaningful ones weren’t just about appearance, but about structural improvements that brought better outcomes. That’s what I consider good design—design that transforms human life and experience, and further brings subtle shifts to the flow of industry.”
Can you share an example?
“Recently, tangerine designed the first-class cabin for British Airways (BA) in the UK. Rather than just changing the appearance, we focused on improving the actual service experience for passengers. For instance, we moved the seat door from the side of the passenger to in front of them. This means that the crew will now serve meals facing the passenger, making the service more personal and intimate.
If you look at first-class seats in other airlines, the seats are often very large. But just being large doesn’t necessarily mean a better experience. Though this is an exclusive premium example that not many people will get to experience, the core principle is the same when designing anything: thinking about how we can enhance the human experience.”
So ultimately, the key is experience?
“Yes. True design is about efficiently creating better experiences within limited resources. Many talk about innovation, but in reality, they’re often trying to appear innovative. Design is not about appearances. It must truly transform user experience for the better.”
 AI is now widely used across many fields. Do you use AI in your work?
“The team at tangerine uses AI when generating background scenes for animations or creating conceptual architectural images. AI certainly enhances efficiency in design, simplifies tasks, and reduces manual labour. However, what’s important is not the technology itself, but staying true to the core values of design: originality and responsibility.”
Earlier this spring, there was a trend of using ChatGPT to turn real photos into cartoon-style images. What do you think about the loss of originality in creative works due to AI?
“Design is inherently a process of incremental improvement built upon existing things. Of course, originality in creative work is an important issue. What matters most is why and how AI is used.
Especially since every AI prompt is recorded, if someone uses others’ intellectual property (IP), they must be able to clearly explain whether their creation was made through fair and proper means. That responsibility cannot be ignored.”
Have you ever felt a sense of crisis because of AI?
“Not a crisis, but I’ve become more aware of the difference between humans and AI. For example, ChatGPT is incredibly powerful at not only generating text but evaluating it and through machine learning can offer guidance to the human. But in the end, ChatGPT is just a tool. The analysis or synthesis it presents may be flawed, if the input data is flawed—and the problem is, AI doesn’t know when it’s wrong, even if it can recognise and convey what information it has used to generate its response. That’s a fundamental difference between humans and machines. Awareness and judgment—knowing what you’re doing matters. AI can enhance efficiency, but it can’t replace human depth of thought or fundamental insight.”
Designers must constantly seek new ideas. Where do you usually get inspiration from? Do you have a personal routine?
“I don’t have a special routine (laughs). But I do value encountering new experiences. That’s why I enjoy traveling. Meeting interesting people, observing the world, and being exposed to various stimuli—that’s important. I honestly feel uneasy when I see designers stuck in office cubicles. In such confined environments, I wonder if they can truly be challenged, questioned, or inspired.
The same applies to journalists, doesn’t it? You write better stories when you go out and engage with people.”
Any advice for young Korean designers?
“Many young designers focus on computer skills or producing more refined outcomes. But in doing so, they often miss the most important questions. They should ask themselves: Is this the best possible design? Is this truly the right direction?
What matters isn’t the polished result, but the design that starts with the right questions. Designers, like journalists, need constant thinking, exploration, and originality. You can’t reach perfection. You can only inch closer to something better. That’s why I believe what Jony Ive said is the most important philosophy in design: Don’t just make something different—make something better.
It’s not about being different for its own sake. It’s about genuinely creating something better.”
Plus Point: What kind of company is tangerine?
tangerine is a global strategic design consulting firm headquartered in London, UK, founded by Martin Darbyshire in 1989. One of their first clients was California-based Apple, who spirited away a young Jonny Ive, who had recently joined tangerine as a designer. Possibly the most iconic design they have created is the groundbreaking business class seat design for British Airways in the early 2000s. It introduced the world’s first fully flatbed seats in business class, setting a new standard for aircraft seating design.

british-airway-club-world-hero-01

British-Airway-Club-World-Hero-01

tangerine also has a strong connection with Korea. Since the early 1990s, it has completed close to 100 projects for LG Electronics. The consultancy has also collaborated with global Korean brands and retailers such as Innisfree, Hyundai and KIA, supporting them with design strategies, product and service innovation and customer experience enhancements.
In recent years, tangerine has been working in the emerging collaborative robotics sector, working first with Rainbow Robotics and KAIST University on a three-year research and design project to help the new robotics brand enter the market, and more recently with Hyundai Robotics.

hyundai_solati_bespoke_07

Hyundai_solati_bespoke_07

By Kim Woo-young, Reporter. View Original Article (Korean) at <a href="https://biz.chosun.com/industry/company/2025/06/09/WM5HYX7FPBGUPCMMGRKDDIYYCM/">Chosun Biz</a>

rainbow-robotics-hero-landscape

Rainbow-Robotics-Hero-Landscape

tangerine Founder Martin Darbyshire Interviewed About His Career In Design For South Korea's ChosunBiz - Tangerine

https://tangerine-net.b-cdn.net/app/uploads/2025/06/MARTIN_DARBYSHIRE_tangerine_square.png

tangerine Founder Martin Darbyshire Interviewed About His Career In Design For South Korea&#8217;s ChosunBiz

<h3>The Drum&#8217;s Tom Banks catches up with Martin Darbyshire, the co-founder of design consultancy tangerine who hired Ive in 1990 and worked alongside him on many projects, including a major scoping one for Apple, as we look at what might come from the AI company placing a design leader at the heart of its business.</h3>
&nbsp;

tangerine-designs-first-four-jony-ive-clive-grinyer-peter-philips-martin-darbyshire

tangerine design's first four- Jony Ive, Clive Grinyer, Peter Philips, Martin Darbyshire

<h2>Working with Jony Ive</h2>
“John is an unusual blend of visionary thinker and master craftsman,” says Tangerine co-founder Martin Darbyshire, who is one of the people who brought Ive into the business in 1990. “You could even use the word pedantic in terms of the level of detail he will design something with and, at the same time, he can think a long way ahead, in many ways, but he’s also a gentle and very humble soul, so he’s quite a complex character.”
Working closely alongside him from 1990 to 1992, Darbyshire could see Ive was “a phenomenal design talent. There’s no question about that. He could do things years ahead of what you would expect someone who had just graduated could do.”
Towards the end of 1992, he had joined Apple, a company that was also one of Tangerine’s clients. Ive and Darbyshire worked together on a concept project for Apple called Juggernaut.
Darbyshire says: “We were looking at the future of portable computers. Apple had the Newton Pad, which used a pen and a sort of very early handwriting recognition, so as well as having a small keyboard on a screen and a pen, it was also the introduction of a tablet, if you like, but it was a lumpy device that you held in your hand. It wasn’t small.”
Tangerine developed three concepts to improve upon this (see banner image). “There was the Workspace, which was a kind of desktop but portable computer, Sketch Pad, which folded up into a clutch bag, and then Folio, which was a suite of separate elements comprising a screen with a stand and then wireless keyboard and a pen,” says Darbyshire, who adds: “It was the beginning of what the iPad might be, but early thinking in that respect.”
This was the end of Ive’s brief but formative time at Tangerine. “Through the success of that project John, was tempted to go to Apple. It wanted to recruit him and we said, ‘Go, it’s a great opportunity.’”
Without getting too bogged down in Ive’s Apple career, it is worth remembering that he was heavily, personally involved in the design outcomes of the iPod, iPhone and iPad.

tangerine-design-jony-ive-co-founder-martin-darbyshire-clive-grinyer-2

tangerine-design-jony-ive-co-founder-martin-Darbyshire-Clive-Grinyer

<h2>How much difference can one designer make?</h2>
While Ive’s talent shouldn’t be ignored, neither should we be swept up in lauding his genius when a lot of his success at Apple came down to its structure: namely, placing design at the heart of the business where it was backed by the company’s CEO.
Whether you credit Ive himself or the way Apple was set up with the success of category defining and revolutionary products, there are obvious parallels to be drawn with the faith Ive has been shown by OpenAI, so it’s not such a stretch to think about the impact this suite of OpenAI products might have.
Darbyshire is still cautious with his assessment of Ive’s power. “John is a phenomenally talented designer, but he’s only been able to do what he did at Apple because he was fundamentally empowered by a CEO [Steve Jobs] who believed in design. Without that backing, design will always struggle to deliver what it can.”
The alternative would be a “company that market researches everything to death, has a consensus viewpoint on things and looks for what they think will please everyone because they believe that’s the safest path,” he says.

1993-fax-machine-jony-jonathan-ive-tangerine-design

1993-Fax-machine-jony-jonathan-Ive-tangerine-design

<h2>The $7tn question</h2>
Without pointing specifically at OpenAI, Darbyshire raises another point around profitability. “The success of a business is down to the way it operates, its culture and also the business model that it develops to ensure it makes money, because there are plenty of device-oriented businesses that have got nowhere and ran out of money because they didn’t have a sustainable income stream.”

product-design-1990-brian-drumm-flatliner-comb-72dpi

Product-design-1990-Brian-Drumm-flatliner-comb-72dpi

<h2>Exceptional products still need services and infrastructure</h2>
“What’s always difficult with products is how you monetize them,” says Darbyshire, who adds: “It depends on whether they’re trying to be a business that is profit driven and, unless they have a robust subscription model of some sort, devices are difficult to make money with.
“If you look at Fitbit, it hasn’t made a profit since 2015, despite being owned by Google, and there are many more failures than successes on this front, so this is what intrigues me.”
While it’s likely that OpenAI will be banking on a mass-use consumer product, Darbyshire says it would be interesting if OpenAI “looked at healthcare or the B2B market, but that would be quite a shift away from the lifestyle products John is associated with to some degree.”
Depending on where you look, you can see that, on average, OpenAI is generally valued at around $300bn, yet its 2025 revenue was $12.5bn. “The way these companies get valued really puzzles me,” says Darbyshire.

apple-laptop-concepts-tangerine

Apple-laptop-concepts-tangerine

Article Extract from The Drum. Read in full here: <a href="https://www.thedrum.com/news/2025/06/02/what-can-we-expect-jony-ive-openai-partnership">https://www.thedrum.com/news/2025/06/02/what-can-we-expect-jony-ive-openai-partnership</a>

tangerine-design-jony-ive-co-founder-martin-darbyshire-clive-grinyer

tangerine design jony ive co-founder martin Darbyshire Clive Grinyer

Martin Darbyshire answers what we can expect from the Jony Ive-OpenAI partnership? - Tangerine

https://tangerine-net.b-cdn.net/app/uploads/2025/06/tangerine-design-jony-ive-co-founder-martin-Darbyshire-Clive-Grinyer.png

Martin Darbyshire answers what we can expect from the Jony Ive-OpenAI partnership?

martin-darbyshire-korea-listed-companies-association-talk-sm

Martin-Darbyshire-Korea-Listed-Companies-Association-Talk-sm

tangerine Founder Martin Darbyshire gave talk on Design led Strategy at the Korea Listed Companies Association on May 14, 2025 at The Plaza Hotel, Seoul, South Korea
“Design is no longer an outcome; it is the starting point of strategy. Design-led strategy, grounded in customer experience, is a key means to restructure entire industries and embed the identity of brands and nations into the global market,” said Darbyshire.
Martin spoke at the 124th Breakfast Lecture Series hosted by the Korea Listed Companies Association (KLCA) in Seoul, South Korea. His talk, titled “Design-Led Strategy – Delivering Increased ROI &amp; Shareholder Value,” introduced Korea&#8217;s top executives to tangerine&#8217;s design-led strategic approach. Using the example of a three-year collaboration with KAIST, Darbyshire outlined how tangerine helped leverage HUBO technology to design and plan for <a href="https://tangerine.net/work/rainbow-robotics-cobot">Rainbow Robotics</a>&#8216; entry into the collaborative robotics (Cobot) market.
In addition to KAIST, he drew on global case studies from brands such as Palace Skateboards, Gentle Monster, and Next, highlighting how design-driven strategy has propelled business growth and commercial success worldwide.
&nbsp;

korea-listed-companies_design-led-strategy_martin-darbyshire-2-2

Korea Listed Companies_Design led Strategy_Martin-Darbyshire-2

About Martin Darbyshire
Martin Darbyshire is the Founder and Chairman of Tangerine, a world-renowned strategic design consultancy known for delivering commercially successful design solutions for global clients such as Samsung, LG, Sindoh, British Airways, Huawei, Sky, Heathrow Express, Cathay Pacific, and Toyota.
Before establishing Tangerine in 1989, Darbyshire worked at Moggridge Associates and ID TWO (now IDEO) in San Francisco. His expertise in design and innovation has led to transformative projects, including the creation of British Airways’ “Club World” business class seating—the world’s first fully flat bed in business class, which has been a major revenue driver for the airline since its launch in 2000.
An industry leader, Darbyshire has served as a board member of ICSID, judged the World Design Capital 2014, and held the position of visiting professor at Central St Martin’s, University of the Arts. He also served as a trustee of the UK Design Council and is a long-time juror at the Red Dot Design Awards in Europe and Asia.
Darbyshire continues to share his expertise at global design and business conferences, championing design-led strategies that drive growth and reshape industries worldwide.
About the Korea Listed Companies Association (KLCA)
The KLCA regularly hosts its Breakfast Lecture Series to provide top executives from listed companies with valuable insights and practical knowledge that support their strategic responsibilities. The series also serves as a platform to expand professional networks and share emerging industry perspectives. Featuring distinguished experts across various fields—including policy, economics, business management, and design—the events foster thought-provoking discussions in a relaxed and engaging setting.
&nbsp;

korea-listed-companies_design-led-strategy_martin-darbyshire

Korea Listed Companies_Design led Strategy_Martin-Darbyshire

Design-Led Strategy – Delivering Increased ROI & Shareholder Value - Tangerine

https://tangerine-net.b-cdn.net/app/uploads/2025/05/Korea-Listed-Companies_Design-led-Strategy_Martin-Darbyshire.png

Design-Led Strategy – Delivering Increased ROI &#038; Shareholder Value

a350-fc_2

A350 FC_2

Hamburg, Germany, April 10 2025 – China Southern Airlines has appointed tangerine, a leading international design agency, to design the interiors for its next-generation wide-body and narrow-body flagship aircraft.
As part of its ongoing fleet modernisation, China Southern Airlines is introducing the new A350-900 and A321NX aircraft – two dual flagship models designed to elevate the passenger experience to unprecedented levels. These cutting-edge aircraft will enhance the airline’s offering with superior comfort and design features.
tangerine is designing the interiors of 10 A350-900 aircraft and the 20 new generation A321NX. The new A350-900 cabins will feature 4 private cabins, 24 independent business classes and 307 economy class seats while the A321NX will have 12 business class seats and 171 economy class seats.
To ensure a seamless in-flight entertainment experience that complements the new cabin interior, tangerine has tailored the graphical user interface (GUI), creating a cohesive brand journey and a more enjoyable flight for passengers.
tangerine’s creative vision for the cabin offers a modern interpretation of Chinese elements, seamlessly integrated with the expectations of today’s global travellers.
Weiwei He, Director at tangerine, says: “The new interior design will evoke a distinctly oriental theme, highlighting China Southern’s core brand values of ‘affinity’ and ‘refinement.’ Our goal is to create a cabin interior that resonates with passengers worldwide while proudly celebrating China Southern Airlines’ rich cultural heritage.”
Ends.

a321_bc_2

A321_BC_2

a321-ey_2

A321 EY_2

&nbsp;
Media Contact: 
For press pack and further information please contact:
Laurie Bushe 
Associate Director – Marketing and Communications 
Email: <a href="mailto:laurie@tangerine.net?subject=Slouch%20Press%20Pack%20request&amp;body=Hi%20Laurie%2C%0A%0AI%20would%20like%20further%20information%20about%20Slouch.%0A%0AKind%20regards%2C%0A%5BYour%20Name%5D%0A">laurie@tangerine.net</a> 
Phone: +44 (0)20 7357 0966
&nbsp;
About tangerine 
tangerine is a strategic design consultancy that helps companies make creative leaps to design innovative products, services, and experiences. The consultancy has studios in London and Seoul and has been working with globally renowned brands such as Apple, British Airways, JAL, LG, CRRC, Heathrow Express, Volkswagen, and Toyota for over three decades. tangerine is internationally recognised as a leader in transportation design and has worked with many of the world&#8217;s leading airlines. The studio’s creative output has led to dozens of patents and game-changing designs that have delivered extraordinary benefits to both consumers and businesses. The award-winning agency has recently worked with British Airways to reimagine its First cabin, with customer needs and an extraordinary experience at the centre. <a href="http://www.tangerine.net/">www.tangerine.net</a>

take abiggerleapforward

Making creative leaps to design innovative customer experiences that exceed expectations.

Our creative leaps are...

Product
& Service
Innovation

Customer
Experience
Design

Brand
&
Identity