LaCie Diamond Hard Drive 2018-2019

Designers: Huge Design Team, Huge Design, San Francisco, California, USA
Manufacturer: LaCie, Fremont, California, USA

The LaCie Diamond Mobile Drive is a personal, portable storage solution that highlights LaCie's 30 year anniversary with a unique Diamond Design Language and continues the company's legacy in Premium Design. The LaCie Diamond Mobile Drive Family is sold at Apple stores worldwide including the Apple exclusive SSD version which comes in an even smaller form factor. Its pure shape creates an object of desire with premium accessory character pushing the mobile drive category into a more fashion forward and lifestyle oriented environment. Focusing on the creative professional that appreciates premium space the mobile drive features a storage capacity from 500GB up to 5TB and is available in three product sizes. With up to 5TB capacity in a compact form factor it offers great amounts of storage for files like photos, videos and more while maintaining the portable and mobile appeal. 

Creating emotional value for an object category usually only seen as supporting computer electronics was one of the key drivers. It's uniquely faceted almost jewelry-esque aesthetic speaks to a fashion inspired language of beauty and places the product in a more lifestyle oriented premium accessory category. A personal expression for the user and modern everyday accessory. The product's monolithic Diamond gesture really emphasizes the honesty of its all aluminum materiality and lets the machined precision and anodization beauty speak instead of using applied textures, materials or bright colors to differentiate. The drive introduces a completely unique monolithic shape for the challenging rectangle box form factor seen so often in the Mobile Drive Landscape. Unique visual interest is created by the chamfered sides resulting in a perfect square-shaped diamond in each corner. Every surface and angle on the product is following the same rules to complete a whole 360 design in all its purity, symmetric top and bottom. The carved out connector detail follows the same rules and completes the shape while introducing latest USB C technology.