Published in 1973 during the energy crisis, economist E.F. Schumacher's collection of essays "Small is Beautiful: Economics As If People Mattered" helped established the idea of sustainable design. Thirty-some years later, as another energy crisis looms, the idea is once again gaining steam and being integrated by companies like Sony.
Spurred by the population boom and the decrease in available resources, sustainable design is the art of creating products that reduce the use of non-renewable resources and minimize environmental impact. The idea is to find new and unique ways to sustain not only our way of life - but the world itself. By using innovative design elements, sustainable devices substitute less harmful processes for conventional ones.
Launched in 2006, the idea behind Sony's "odo" design concept is to create unique toys that are powered by kinetic energy. While not currently sold on the market, these products are an exercise in thinking creatively about better ways to develop products in the future. The Sony Web site touts that the devices "offer new experiences, a sense of social consciousness and ecological values, and inspiration in forward-looking ways, which enhances their value even more". Demonstrating sustainable design in action, the "odo" prototypes envision a future where innovative products will be produced that are useful, visually appealing and socially responsible.
Currently, "odo" products include five different toys. The Crank N' Capture video camera is powered by turning the crank on the side for shooting and playback. The Spin N' Snap digital camera (pictured) is powered by sticking one's fingers through the two holes and spinning the camera end over end. The Push Power Play photo and video viewer is powered by pushing the viewer on its bottom-mounted roller, and the Pull N' Play stereo headphones have a built-in FM radio and are powered by pulling a cord in the housing. Finally, the Juice Box solar battery collects sunlight and can be used as a portable battery for the other "odo" devices.
Along with incorporating the use of kinetic energy, "odo" products are made of recycled or vegetable-based plastic, with parts connected by natural rubber bands - minimizing the use of screws and simplifying assembly. "Odo" products are designed for children, and along with being brightly colored and fun to use, Sony hopes they will teach kids about issues of increasing importance - like environmental impact and energy resources. And, hopefully, such sustainable designs will become more than a momentary trend and eventually fuel the next generation of inventions and new technologies.
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