Constraints Spark Creativity: Steelcase Series 1

For most, the word constraints sparks a negative connotation. We associate them with feeling restricted, suppressed and uncomfortable. But, what if we instead viewed them as the key to creativity? Steelcase’s design and engineering teams harnessed constraints to spark rapid creativity and innovation. The outcome? A global, sustainable, best-in-class chair that offers performance, style and choice all with a twist – it’s affordable.

Contrary to long-held beliefs that constraints are a barrier to creativity, science proves they foster it. A 2015 study conducted by researchers from the University of Illinois and Johns Hopkins University found that when faced with resource scarcity, people develop more novel solutions to solve a problem. The gist of the findings – constraints break open our fixed mindsets and are the incentive we need to think creatively.

After a combined 75 years of seating experience, engineers Bob Battey and Gordy Peterson learned first-hand the need for constraints to pull off something that’s never been done before. “You need the right balance of constraints to keep you moving forward, but enough freedom to make something desirable,” says Battey. “Too broad, you end up with something unattainable. Too narrow, you end up with something boring.”

Tasked with creating a globally-available chair that offers the ergonomics and customisation of a high-end product at a low-end price, the team decided to come at the project with a new approach – start with what can’t be done. Colleagues with expertise in engineering, materials, supply chains and global processes came together to rapidly ideate and prototype concepts. After six weeks, their creativity combined with a defined set of constraints and bone structure of the chair gave the design team boundaries to respond to. By flipping the process, Steelcase Series 1 was a flushed out design concept ready for a product development team in just 12 weeks.

The chair packs peak performance in a small footprint with features like Steelcase’s signature LiveBack technology which allows the chair back to change shape and mimic your spine as it moves throughout the day. A weight-activated mechanism also makes intuitive and automatic adjustments as soon as you sit down. Add in a seat that can change in depth based on your height, 4D cantilever arms that pivot along with the standard height, width and depth adjustments you're used to and adaptive bolstering that enables the seat to conform to your unique shape, and you’ve got a chair that is the perfect fit.

Steelcase Series 1’s perfect fit extends to suit any personality. Available in a tremendous range of style and choice, it is one of the most aesthetically-versatile chairs on the market. Over 200 possible colour combinations are offered through 11 mix-and-match knit, flexor and lumbar colour options. From an upscale feel in leather and neutral tones to an energizing pop of colour in yellow or orange, Steelcase Series 1 was designed for expression.

Today, success and survival in business require creativity. Bruce Smith, the Steelcase director of global design who led the Series 1 team, reminds us that creativity is a must for us all. “Instead of putting design at the forefront of the problem, we put the other disciplines at the forefront of the problem. This illustrates the fact that creativity isn’t exclusively a design problem,” says Smith. “Creativity is a problem for all disciplines and all functions. So, anything we can do to elevate creativity for all disciplines is a powerful thing.”

Text: Karen Saukas
www.baus-creative.com