March 13th, 2016

THE BRIEF is the weekly IDSA Oregon publication about design, and cultural events in the Portland region. [because designers need a life too]



Industry-Unique Sliding Door Hardware: Revolutionary Hubless Design

The design inspiration behind the industry unique Baldur sliding door hardware system was sparked when Krownlab’s founder, Stefan Andrén, visited the workshop of a friend, and early Krownlab collaborator, Rob Roy. There on a table in Rob’s workshop was an enormous 8-inch bearing. Andrén put his hand through the inner race and rolled it back and forth over the table.


“You could still put your whole hand through the bearing and I was like, hang on a second, there’s something here,” Andrén said. “I realized you didn’t necessarily have to bolt through the center of the bearing like it’s originally intended to be used, but you could just clamp a portion of the inner race and get this awesome hubless look.”


Andrén set out on the journey of honing the raw inspiration for Baldur into a product that would hold up to Krownlab’s exacting aesthetic and performance standards.


“We now had to define how we could achieve this,” Andrén said. “We first looked at just a welded, bent bracket with an injection-molded piece of plastic in the gap between the bracket and the inner-race.”


While the early prototype proved the concept valid, Andrén needed to refine Baldur’s design and manufacturing process for it to become commercially viable. He recruited Jeff Miller from Development Works, a local manufacturing partner, to help develop the trolley bracket and how it clamps onto the inner race. They brainstormed many different methods before eventually landing on investment casting the bracket.


“That was when it kind of clicked,” Andrén said. “Investment casting in stainless steel allowed us to create this geometry that could grab a portion of the inner race in a way that both mechanically locked it and clamped it together, while still letting the outer race spin freely.”


With the concept and method defined, Andrén moved on toward the specifics of Baldur’s iconic, hubless bearing. He had to decide on a bearing with a size and proportion that would convey the clean, modern look of Krownlab, without being cartoonish. He also had to design the mechanism and the bracket itself to look balanced with an oversized bearing and still aesthetically fit with the rest of the product line.


“That took countless iterations of napkin sketches, CAD models, and 3D prints before everything felt like it proportionally and aesthetically matched everything else we had done, and looked good on its own.” Andrén said. “I think we achieved that. Baldur is a high-end, interior iteration of the classic sliding barn door, but to me it’s far more than that. It’s the most iconic sliding door hardware system on the market.”




  From the editor


3 weeks away:

IDSA’s 2016 West District Design Conference (WDDC)

April 1st & 2nd

Denver, CO

Metropolitan State University of Denver



Keynotes and other top-notch presenters will inspire designing with empathy by examining the current culture and diving into the issues faced when educating clients, in-house existing processes and/or the next generation.


IDSA’s WDDC will include practical workshops led by some of the top minds in the design industry, along with in-depth discussions on what it takes to succeed. There also will be a pre-conference event; Student Merit Awards; a Saturday night industry party; and internship/job interviews.



IDSA Oregon is resurrecting the 3x10

These are casual events where 3 people speak for 10 minutes on a design related subject.  After which, its food and drinks social hour.


In addition to core design topics, we would like to reach out to other communities, groups and disciplines that Industrial design interfaces with like engineering, marketing, legal and business leadership.


Email me if you

+ would like to speak

+ have a topic you would like to hear about

+ want to recommend a speaker


Jonathan Spencer Levy

Chair, IDSA Oregon




  Events around Portland


Exhibition-In-Motion Fashion Show featuring 3D Printed Jewelry


March 19, 7p
Hotel Lucia
400 SW Broadway


We will gather at the Hotel Lucia and see the best pieces from the Rapid Jewelry competition strut down the runway, with live modeling and choreography by the BodyVox

 dancers. See the jewelry up-close in an immersive showcase of technology-driven fashion! The evening will be hosted by local Comedian JoAnn Schinderle, with live music by DJ Matthew McFerrin! Join us for drinks and catering by Imperial and mingle with Portland’s fashion and design scene!




Portland VR

Highlights from GDC, SXSW, & IEEE VR


March 31, 7p

eBay Community Lounge

1400 SW 5th Ave., 3rd Floor, Portland, OR (map)


Portland Virtual Reality is a community of VR developers, entrepreneurs, engineers, artists, enthusiasts and early adopters. We will feature the following at our gatherings:


I'll be returning from an epic 12-day trip covering GDC, SXSW, & IEEE VR. There will also be A LOT of VR news between now and the end of March that we'll be discussing. 


Doors open at 6:30PM, speakers start at 7:00. Doors automatically lock at 7pm, If you arrive after 7pm, then enter through the FedEx shop on the right.




Marketing isn’t storytelling. It’s world building.

Sponsored by CHIFOO


April 6, 7p - 9p


For years, we’ve referred to ‘marketing as storytelling.’ This creates a problem: Storytelling involves a single narrative arc, and our customers don’t want to be dragged into a single arc. They want a space in which they can move about and create their own stories.

Come to this session to hear how playing Dungeons and Dragons teaches great marketing, the basic principles of marketing worldbuilding, and why this may have broader application.


Ian Lurie is CEO and Founder of Portent, a full-service digital agency he started in 1995.



Design Week Portland


April 15 - 24



Design Week Portland is a week-long, city-wide series of programs exploring the process, craft, and practice of design across all disciplines. Our mission is to increase appreciation and awareness about design and its far-reaching effects on matters of cultural and social relevance, including community development, education systems, and the economy.





Struktur Event


May 4 - 6, 9a - 9p



Struktur is the first creative conference for the active outdoor design industry. Join us for three days of bold visionary presentations and events advancing the design of active outdoor apparel and equipment.


Struktur is a cross-disciplinary event, exploring the intersection of user experience, trend research, materials science, and their influence on design. Struktur isn’t a fashion show or a trade show – it’s a chance to experience the breakthrough ideas of a new age of design.





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