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Dell Goes Hot In Design.

Posted by: Bruce Nussbaum on December 3, 2007

Dell is moving heavily into design to get away from its corporate commodity/low price business model and shift into a personal experience/higher price model. So I’m not totally surprised by this ad—a supermodel type selling Dell’s new, stylish XPS PC. Well, maybe a little surprised, coming from Dell. Sony is selling its Vaio with a supermodel, so why not Dell?

Dell is unveiling the XPS at Armani/Casa in New York’s Soho on Dec. 6. It’s advertised as the perfect combination of “beauty, innovation and style.” Sounds like a good consumer experience to me.

dell one email

Reader Comments


December 3, 2007 9:08 PM

"Sony is selling its Vaio with a supermodel, so why not Dell?"

Supermodels for everyone! While they last!

John Allsopp

December 3, 2007 10:53 PM

it might be just me, but draping a model over your hardware is a bit, well old skool thinking really, isn't it?

With, for example Apple (but you'll find the same with say Audi) the "pornography" is about the product.

In this instance, the pornography detracts from the product - essentially it's lipstick on a pig.

It says to me that Dell doesn't have the confidence to have us drool over their hardware, so they give us something else to drool over.

Dell needs to have the confidence in their design that puts their products front and centre. Right now, they clearly don't.

Well, at least IMO.


December 4, 2007 5:52 PM

But Bruce, is THAT what good design is about!?
If Dell would be half-way serious about designing a good customer experience, why don't they start putting 'supermodels' in their callcenters, too, and upgrade their hardware to 'supermodel' standard. Maybe then I might re-consider their product!


December 7, 2007 3:30 PM


I think it might be just you. I do not know anyone who drools over hardware advertisements.

What is IMO?
ttyl :)

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Want to stop talking about innovation and learn how to make it work for you? Bruce Nussbaum takes you deep into the latest thinking about innovation and design with daily scoops, provocative perspectives and case studies. Nussbaum is at the center of a global conversation on the growing discipline of innovation and the deepening field of design thinking. Read him to discover what social networking works—and what doesn’t. Discover where service innovation is going and how experience design is shaping up. Learn which schools are graduating the most creative talent and which consulting firms are the hottest. And get his take on what the smartest companies are doing in the U.S., Asia and Europe, far ahead of the pack.

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