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Masters of Design

The concept of “timeless design” shapes the new Tod’s No_Code project, entitled “Masters of Design”. No_Code designer Yong Bae Seok was inspired by the work of two design masters: Mario Bellini with his Totem Brionvega hi-fi system and Dieter Rams with his Braun Regie 510 audio amplifier. Alongside the new collection are these two iconic masterpieces from the history of international design, which fuse together functionality and timeless style.

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Dieter Rams biography

Dieter Rams was born in Germany, in 1932. Influenced by the presence of his grandfather who was a carpenter, Rams was trained as an architect during the German reconstruction era in the early ‘50s. In 1955 he began to work at Braun, the leading electric products company based in Germany, modernising the interiors of the building that was launching revolutionary items. He played a fundamental role in the company and famously introduced the clear perspex lid addition to the SK4 radiogram in 1956. Afterwards, he was appointed head of design at Braun from 1961 to 1995. Together with his design team, he was responsible for many of the pioneering domestic appliances and furniture of the 20th century.

Dieter Rams Radio-Phonograph (model SK 4/10) 1956

This product has a minimalist look that redefined the typology of domestic audio equipment. The detailed consideration of such compact, simple designs secured Braun's success in the postwar consumer electronics market and became a model for their many competitors.

Masters of Design ADV Campaign

The new campaign “Masters of Design” signed Tod’s No_Code features the new collection’s styles, alongside several iconic masterpieces from the history of international design. This synergy is captured by photos and videos, embodying the concepts of beauty and functionality that transcend time, within the essence of design itself.

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Mario Bellini Architect and Designer

Renowned Italian architect and designer, Mario Bellini, has designed numerous buildings around the world. Among his most famous projects are the Portello Trade Fair district in Milan, the Tokyo Design Center in Japan, the National Gallery of Victoria in Melbourne and the Department of Islamic Art at the Louvre in Paris. He has received the Compasso d'Oro (Golden Compass) Award eight times, and many of his works are displayed at the MoMA in New York. In 2015 the Triennale Milano awarded him the Gold Medal for Italian Architecture to honour his career.

Totem Brionvega Design by Mario Bellini 1970

The TOTEM Brionvega is a famous piece of design work by architect Mario Bellini, which was conceived in 1970. At first glance, it seems to be a smooth, white cube, embodying the search for primary forms. Once opened, the design object leads to modularity, revealing Hi-Fi functions and hiding a stereo system, speakers included.


Mario Bellini is a world-famous architect and designer: eight-time winner of the Compasso d'Oro (Golden Compass) Award, Bellini has 25 of his works in the permanent design collection at the MoMA in New York. Since the 1980s, he has dedicated himself almost entirely to architecture. Among his international projects are the Portello Trade Fair district in Milan and the Tokyo Design Center in Japan. Mario is currently working on the New Polytechnic School of Genoa.

TOTEM Brionvega is a renowned piece of design work by Italian architect Mario Bellini that was launched on the market in 1970. An object holding a search for primary forms, the simple volume of a cube which leads to modularity and composability, hiding the functions of a Hi-Fi system. From this cube, Bellini brought out a stereo system, speakers included, called the Totem RR130 and launched it on the market in 1970.

The concept of “timeless design” is the core of the new campaign for Tod’s No_Code, entitled “Masters of Design”. The campaign's protagonists are the latest No_Code collection styles, positioned at the front and centre amidst a backdrop of the most famous masterpieces from the history of international design. “A piece of design transcends the concept of beauty and embraces an idea that combines functionality with style that stands the test of time", stated Yong Bae Seok, Head Designer of No_Code. "It was our ambition that Tod’s No_Code enters this field with products that can be used over time, remaining timeless yet recognisable even in the future”.

Head of design in Braun from 1961 to 1995, Dieter Rams remains, to this day, a very highly regarded artist, as well as a leading figure for Yang Bae Seok himself. Renowned worldwide, Rams has outlined the following ten commandments, which have served as guidelines for entire generations of designers.

Good design is innovative
Good design makes a product useful
Good design is aesthetic
Good design makes a product understandable
Good design is unobtrusive
Good design is honest
Good design is long-lasting
Good design is thorough down to the last detail
Good design is environmentally friendly
Good design is as little design as possible

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