Until now, Google’s Project Ara Modular Smartphone has no doubt been on point in terms of ideas and vision. But, obviously the modular smartphone could do with a little more style as Russian design firm Lapka pointed out. Google’s plan for Ara is to have modules made from casing, that can be of various colors or pictures. But Lapka made a very interesting point in a few designs of Ara module concepts that they have published.

Marmeladov tells Co.Design, “Everything about Project Ara is five years ahead of the curve…well, except their design; I think the design should be a visual and cultural milestone as well.”

Here we have a new revolutionary smartphone that has caught the attention of millions worldwide. Google’s modular smartphone seems to be a hit and it has not even been released. But the question is , since Ara aims to change the hardware side of things, shouldn’t it change not only the combined function, but also the overall look?

In an interview, Vadik Marmeladov founder of Lapka, suggests that Google develop an Ara design language for their hardware. Such a move would obviously visually separate Ara from the crowd.

The concepts that Lapka has done are brilliant, something that absolutely broadens the possibility of what Ara can become. But I think Google has it correct all along, they should not have guidelines on how modules should be made. If Google puts together any form of a design language, it might just kill creativity and companies like Lapka who have mind bending ideas might just end up not thinking outside of the box.

I say, Google should focus on making the tech that is powering Ara top-notch, and give creative minds that are involved in making modules enough freedom to do what they do best.