The humble shelf may not seem like it deserves the attention of cutting edge product design, but Tom Pawlofsky begs to differ with his innovative Zinfandel shelf.

The idea of the shelf or shelving unit is often imbued with rigidity and bulkiness. We don’t often find that our shelves are particularly easy to transport – but the Zinfandel changes all that. The product is a highly flexible grid in which rigid boxes can be inserted. This design enables the owner to essentially create their own shelf space – making it is as large or small as they wish. Most importantly, perhaps, is the ability to fit the shelving unit into any space necessary.

It is this kind of flexible thinking that excites Applied Product Design, where we love ideas that push the boundaries of accepted product development. And of course this means you have to try new things, apply innovative thinking. As Einstein said, “If we knew what we were doing, it wouldn’t be called research, would it?”