Giorgia Rossi Industrial Design & Photography

urbie x huawei

Product and Service Design project, University of the Arts, London, January 2017

App Mockup/UX Interface: Adobe Experience Design; Storyboarding; Video Making; Adobe Premiere; 3D Modelling; Rhino 3D; Keyshot.

The brief

Design and prototype a new accessory for a smartphone to communicate its creative positioning.

THE project

This group project mixed two UAL MA Courses, Industrial Design and Jewellery and people coming from 3 different countries: Italy, China, Cyprus. It mainly consisted in:

  1. Background research and technological review in brainstorming sessions
  2. Choose of design direction and start of personas and market research
  3. Reiterative sketching, quick prototyping and 3d modelling of the selected concept until its best refinement
  4. Communication of the final concept in 5 min through a verbal presentation and a video.
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The outcome

Once defined the project touch-points, we started to design an entire experience around a product: Urbie.

Urbie is not just a smart accessory: it is crafted, technological and transformable at the same time. Urbie is a lifestyle, an engaging urban game which reflects your activity in the city. Urbie is for the artistic minded new cosmopolitan and it’s building up a community entirely devoted to culture.

Urbie is a badge for culture seekers and, combined with UrbieApp, provides to the Huawei user a unique experience.


Urbie Components Exploded

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Urbie consists in two main parts, the core and the brooch: the core controls all the digital functions, while the brooch shows the reflection of your cultural activity in the city. 

The core is the key which gives life to Urbie. It is essential for the check-in and Bluetooth paired with the Huawei phone. The connection to the body happens with the metallic pin in the back of it and everything is mechanically jointed with the brooch.

The brooch grows as you collect points whenever you check-in in the locations.It consists of a metallic rod construction, over which a flexible textile outer skin has been stretched. The material reacts directly to the forces acting on it, enabling new shapes to come.

modular nature

Its design is interchangeable: according to the seasons, the user can both win or purchase a new version of the badge. The first design has been committed by Huawei to CSM, while the seasons after are going to show collaborations with widely known artists and designers.


There were a lot of things to consider for the final presentation video, because we were showing a concept which sometimes seemed to be unclear to part of the group.

We produced the storyboard for it and then we went outside to film it.

It was interesting to explain our work to strangers and see if they could understand it just after a short introductive explanation.

References Dr. Matt Malpass; Dr. Nicholas Rhodes (MA Industrial Design Course Coordinator)

Team: Jiayi Li, Giorgia Rossi, Stella Taousiani, Xiaonan Zhang