In early 2011 French tech company Sagemcom brought a little bit of vintage whimsy to the home phone market with the launch of the Sixty, a landline telephone with rad, retro looks.

The tech wasn't retro, though. The Sixty is a modern DECT cordless phone with a touch dial, digital display, virtual ansmachine, 150-number phone book, built-in loudspeaker, a 300-meter range and 10 ringtones — including an exact reproduction of the original ring.

So whose idea was it to create this "contemporary reinterpretation" of the classic phone? Industrial designer Olivier Scala, who took the Sixty phone from concept through to shop shelves.

Q&A With Olivier Scala, Sagemcom's Designer

You have worked on designing very different products, from drills to bicycles. Does the creative process change depending on the item?

Not really, it is always the same design strategy: integrate the contraints, identify the use, keep it easy to use, understand the market and the trends, and then propose a new style resulting from a new concept, a new use or a new finish.

You have to be very careful that the step you propose for the consumer is a comfortable step. Being too "avant-gardiste" is as bad as being late or old-fashioned.

What interested you about revamping the classic '60s home telephone?







All the emotion it was carrying! So much history there.

With the Sixty, was the product design or the interface design more important? How did the two come together during the design process?

Visually the product design has been the most important. Regarding the interface, we only had to adjust little details specific to Sixty project to keep it easy to use. I would say that old, classic ringtone is one of those important little things we did that made the product more accomplished.

What are the extra challenges involved in designing a product that has to boast so much technical functionality?







The Sixty would have looked like a toy if we didn't give it top technical functionality, a high quality finish and classic details that allow people to dream and say "they did it up to the end!" So, I never wondered if we had to — having up-to-date tech was essential.

Unlike some products that just get smaller and smaller, it was not a design challenge because the Sixty is a good size product. We had enough room to place the technology required.

It has been harder for our engineers and product team that had to work with technologies that are usually not suitable for us because of cost/price constraints. But that was also the trick! A classic design with all the specs necessary.

Did you have to compromise on the design of the Sixty during the industrialization process?

No, everyone involved in the project gave their best to go through the hard points. And finally I am very proud to say that the product on shelves is very close to the first design. That is very rare, but I guess that's why it's been such a success.

The Sixty is described as "a magical cocktail of nostalgia and modernity." Why do you think that mix appeals to today's consumer?







It is a cocktail that has worked for cars and furniture and we had the chance to have one icon in residential telephony!

We made sure that the original S63 phone was well known all over the world, easily recognized by both seniors of course and young people too. And when I saw blinking lights in the eyes of each person looking at the first drawings, I was sure that the idea was good.

Everyone misses their childhood, because memory only keeps good moments, and the Sixty's design immediately brings all those memories back.

Finally, do you have any advice for aspiring product designers?

It is a matter of emotion. Give emotion to your product. The best way to achieve it is to create with passion, for the others. Then, if the product is born that way, consumers will feel it too. We have to seduce the consumer, we must not cheat or cut corners.