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Steelite International Shortlisted For Top D&AD Design Award

24 April 2008

Leading supplier of tableware, cutlery and stemware Steelite International, has been shortlisted in the prestigious D&AD design awards for its innovative Float range.

Run by D&AD, an educational charity that represents the global creative, design and advertising communities, the Design & Art Direction (D&AD) Awards are one of the most internationally respected schemes for the creative industry. Known as the 'design equivalent of the Oscars', they attract over 23,000 entries annually from across the world. Previous winners of a coveted pencil-shaped D&AD award include iconic companies such as Apple, Lamborghini and Saatchi & Saatchi.

Head of Design and Product Innovation: Andrew Klimecki Steelite International's Float has been shortlisted for the Product Design for Work/ Industry Award. Float is an innovative tableware item, which has been created by the company's design team and is manufactured in Stoke-on-Trent. The product has been developed to present food in an exciting and individual way, while also being practical and durable. With a wide rim that dips away to create a striking hovering effect, each piece appears to 'float' on the tabletop while drawing the eye to the food within its centre.

"When we began to design Float, we set out with the objective of challenging normal perceptions of tableware," explained Andrew Klimecki, head of design at Steelite International. "We wanted to produce an imaginative, stylish range that provided a practical vehicle for presenting a range of cuisine types. Float enables chefs to present dishes in a highly creative way and gives establishments the opportunity to generate individuality, recognition and, most importantly, bottom line improvement. The D&AD Awards are dubbed the 'Oscars of the design industry' so it is a great honour to be shortlisted and we're very much looking forward to the awards event!"

The D&AD award winners will be announced on 15th May at a prestigious award ceremony at the Southbank Centre's newly refurbished Royal Festival Hall in London.