i.e. The design rules of Paul Smith.
"My whole life is about being childlike; not childish, but childlike. Which means you have a lateral mind; a lateral way of thinking. You are curious.
If you are looking at what other designers are doing, or what other products are out there, then you are already buying yesterday's news...and yesterday's news nobody wants".
..unless they want nostalgia or history.
Evian clearly believe Paul Smith's design rules (OK).
Final thought....being childlike and curious and open are, I think, a prerequisites for researchers, planners and lot's of other people, many of whom, like myself could be considered to have a designers bone in their body (apologies to all those hip well dressed planners and researchers out there).
