The Designer behind the Surf Elevation

Why do you think designer baby/children’s products have gained such prominence in recent years?
Family and children have always been at the centre of most people’s lives. Although the economic climate may be tough for some at the moment, parents still want the absolute best they can find for their children. Add to this the great ranges being developed now, there is so much to choose from. Baby and children’s products are seen as a lifestyle statement – being seen with the most stylish pram is an extension of the parent’s style statement

What is it about the Surf Elevation’s design that sets it apart from the competition?
We developed the original Surf a few years ago which was a brand new proposition from Silver Cross. A contemporary product that took all that we have learnt about prams and pushchairs through the years and put it into a format that is convenient, easy, light and compact for today’s lifestyles. And very contemporary in its style and look, too. The name “Surf” arose from the special ride that the product provides. The suspension was inspired by mountain bike technology to develop a ride like no other. Surf Elevation has now developed and  evolved from what we have learnt about Surf, and what our consumers have told us. Elevation is different from other products on the market because we have thought so deeply about every single detail. It has the puncture resistant tyres with chunky tread, but it also has the water resistant fabrics, the wind proof hood guard, the bamboo baby nest. It is these details that make it different.   

What are you most proud of design-wise about the Surf Elevation?
It’s difficult to single out one element because it is the attention to detail across the whole product that works so well. I would say the great mix between beauty and functionality.

Who or what is your design icon?
I would say the founder of Jaguar cars, William Lyons, who was responsible for the some of the most beautiful and iconic cars ever made including the C, D and E type jaguar sports cars – all are examples of total design harmony between form and function.
 
What influences came into play when designing the Surf Elevation?
We were inspired by the idea of creating a modern day Balmoral with the same suspension and ride but achieved with new technology like the air sprung suspension and the cantilevered light weight magnesium alloy forks and rear wishbone. In other words, using new high tech materials to make the product strong, lightweight and compact whilst at the same time being comfortable for the baby and convenient and stylish for the parent.

What three words best describe the Surf Elevation?
Explore, glide, fun.

Find out who was Highly Commended in our category of Best Buggy Design.