BACKGROUND Iriver successfully launched AK100, a new product family of portable audio player in the hi-fi audio market. The company’s success factor was a whole new experience of audio maniacs and smartphone users appreciating high-quality music sounds outdoors, not indoors, via AK100. With the new market for portable audio players entering into another competition, iRiver found it a must to go beyond the status of market pioneer so as to establish a solid foothold as well as to preempt the market segment. Accordingly, iRiver has clarified two corporate goals: differentiation of sound quality and design.

OBJECTIVES At first, it came to our mind that AK240 should have a distinct face as European luxury automobiles. A distinct face of originality would help consumers recognize, remember and even revert to the product. Second, the design should stick to AK100’s design language while pursuing a complete transformation. 
 First of all, ‘the components and their combinations that could constitute an intense impression and image’ were considered. 

CONCEPT Light and shadow make various effects. 1) Light is very bright, whereas shadow is very dark. So, difference between brightness and darkness formed when they coexist makes both space and object more significant. 2) We feel inexplicable solemnity and subtlety when seeing object and space emphasized by two factors. I desire to talk because we can feel an invisible something through factors such as shadow. In fact, light and shadow are combination between visible things and invisible things. So, we never see light, only feel it. 3) Shadow created when any object is disclosed to light can revive object entirely new beyondmaking it significant. Shadow changed from time to time depending on the direction and intensity of light shows a new aspect of object, showing hidden aspects at the same time. I continued to develop a concept focus the fact. I also made a story. 

AK240’s body is asymmetrical seen from the top view. The asymmetrical design embodies the light and shadow, generating a unique and peculiar expression distinct from other audio devices. At the same time, it completely prevents the volume knob from malfunctioning and other risks like breakage. 

VOLUME KNOB Two details were applied to AK240’s volume knob. A pattern design is one of them. The diamond pattern specifically designed for AK240 offers a sophisticated and classy feel unlike other patterns. 

The fine hair-lines applied to the tip of the volume knob generates a natural and exquisite gleam and adds to the premium image.  

CMF AK240’s body is made of duraluminum, a 7000 series aluminum material. Duraluminum is characterized by the much higher hardness and durability far surpassing aluminum, and the surface texture, giving the product a classy look. To highlight the texture to the full, a range of staining methods were studied before the unique titan color was developed as a perfect match for the material and exterior design. 

( Also we use real carbon plate on the back side which has higher strength and flexibility than tempered glass but less weight. So even in material itself, we are careful to select it and harmony with best sound performance of AK240)

In-house Design : Jeongbeom Han, Baekjin Seong

Design : Kukil Yoo