IBM's designers decided the best way to reconfigure the PC was to hide it. Actually the full-sized main circuit board is stacked like a pyramid behind the flat screen display, which is all the user, sees at first glance. Enormous positive press coverage pushed sales well over projections and buyers are willing to pay a premium for the unique design.
Contact: David W. Hill, IDSA,
Designers: IBM Corp., Italy, and Richard Sapper, Italy