Dune and Reef, our two new travel systems have just landed on silvercrossbaby.com and we couldn’t be more excited to share with you ‘the next generation of Silver Cross’. The Edit caught up with Luke – Design Manager for Hardwares here at Silver Cross – who talks us through how his team developed Dune and Reef, along with some of their ground-breaking new features.
What’s your role at Silver Cross?
I’m the Design Manager for Hardware. I manage a team of talented product designers and work closely with them and our design director to deliver amazing products – from travel systems and car seats to strollers and accessories. One day I might be developing a new mechanism for one of our pushchairs, the next I’m presenting concepts to the wider teams. No day is the same in our department, with so many exciting projects and developments to be worked on all the time.
Dune and Reef are described as ‘the next generation’ of Silver Cross prams – what sets them apart?
Dune and Reef were two projects that the whole team – and brand for that matter – have absolutely loved working on. Silver Cross has always been known for its attention to detail when it comes to its products and service, but with Dune and Reef we’ve taken this to another level.
We’re really proud of how we’ve integrated hardwares and fabrics so seamlessly on the two travel systems. There’s a sustainability message at the heart of each, alongside the highest level of innovation that’s unlike anything else in the nursery market.
From the telescopic handle that never touches the ground when the prams are folded, to the magnetic Genius™ harness system, everywhere you look on Dune and Reef you see the level of care and precision that has been applied to create these outstanding products.
Meet Reef – our multi-terrain travel system
The prams have been in development for three years. Talk us through the process.
We always start with a design brief. This sets the deliverables of the product and includes information from all areas of the business. We work through a concept design stage, using research and inspiration for the aesthetic of the product, which then progresses to development of the design through sketching, 3D CAD, prototyping and engineering. Once the design is finalised, we move to manufacturing and rigorous testing to ensure our products are safe and durable.
What are the key differences between Dune and Reef?
Although Dune and Reef have many similarities in terms of their innovation, there are differences when it comes to the environments they’re best suited to and the beautiful fabrics and complementing hardwares used in their designs.
Dune is our urban and contemporary travel system, built for city living. Suitable from birth, it features lightweight, recycled jersey fabrics and has a compact wheel system designed to give great manoeuvrability whilst navigating busy streets and tight corners.
Reef is our newborn-ready multi-terrain travel system, designed to tackle any terrain. Reef’s fabrics are also made from recycled materials but have a premium woven feel. The wheels and frame are bigger and chunkier, perfect for taking on every adventure.
There’s a new logo featured across both prams, what is it?
Our new logo is designed to complement the famous Silver Cross ‘script’ logo. The design is an ‘S’ and a ‘C’ interlinked to create a cross. This can be interpreted as a ‘kiss’ or as a fabric stitch. It features on both the hardware and fabric element, so keep an eye out!
Say hello to Dune – our contemporary urban travel system.
You’ve also developed a unique Compact Folding Carrycot – tell us more about this.
Our Compact Folding Carrycot is a lightweight, from-birth travel solution that’s leading the nursery industry in terms of style, comfort and usability. It is one of five newborn options we offer across Dune and Reef and is ideal for travel, or if you’re limited on storage space at home.
Inspired by origami paper folding, the carrycot can be quickly folded flat and stored in its accompanying carry bag. And when you’re out and about, it easily attaches to the Dune chassis for quick trips and short stretches.
What’s your favourite part of the design process?
There are so many elements to my job that are great in their own ways, but the one thing I love the most is seeing a design move from computer screen and sketchpad to three-dimensions. That’s when it really comes to life and all the hard works pays off.