Gaming
Jagex celebrates best of British talent by partnering with design school Central Saint Martins
New line of limited-edition Jagex inspired merchandise and products to include
consumable, tech and convenience items
Leading UK games publisher and developer Jagex, has joined forces with graduates from world-renowned arts and design college Central Saint Martins, University of the Arts London, to create a new line of limited-edition Jagex inspired merchandise and products.
Best known for RuneScape and Old School Runescape, two of the world’s most successful and legendary online games, Jagex has partnered with Central Saint Martins to add a new spin to its own brand as it continues to scale, and to show its support for both the British design industry and for its international graduates.
The brief challenged graduates of the Central Saint Martins BA Product Design course to create a range of products that are in-line with the company’s core values of community collaboration, scientific creativity and courage for change while simultaneously leveraging the iconic Jagex logo as inspiration. Graduates were offered the opportunity to submit ideas across a range of consumables, clothing, tech, convenience and vanity items.
Six products were chosen from the four designers who were invited to pitch their ideas, with those designs ultimately moving into production. These included the Choc Bloc, a chocolate selection cast in the style of colourful building blocks to assemble into playful architectural combinations; a coffee dripper and jug designed to evoke a computer loading symbol and the Jagex logo; the Infinite Light decorative candle and incense holder; an articulated lamp; and a wireless phone charger.
Jagex CEO Phil Mansell said: “Jagex has a long history in game design, and so we are thrilled to have been able to partner with Central Saint Martins, especially at a time when the arts have been severely impacted by the pandemic. Not only does this collaboration allow us to champion the British design industry, it gives us a platform to communicate the strength of two well-known and respected globally iconic brands which, independently, continue to move the needle in their respective sectors. We are really impressed with how these extremely talented graduates approached this challenge, helping Jagex to evolve in a fresh, new way which marries perfectly with the strategy we have adopted to develop our community-driven core games.”
BA Product Design Course Leader Paul De‘Ath added: “Working with Jagex has provided a unique opportunity to see into the changing nature of the wider games industry, and how the values held there can inform design beyond the usual gaming merchandise. As the games industry continues to grow in prestige, we hope to see more opportunities like this, which offer an emerging generation of engaged students a better chance to engage with the space.”
The full details of the range will be revealed soon, with a selection from the range of chosen designs made available for general purchase in limited numbers via Jagex’s own store page from 2022, starting from £12 per unit.
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