BAT designer enhances glo Hyper with 'emotional functionality'

To the head designer of British American Tobacco (BAT) Rothmans in the United Kingdom, design is about more than how a heated tobacco device looks. He distills emotion from sensory experiences and etches it into the electronic device, turning it into a pleasing memento for users. With BAT’s flagship heated tobacco brand glo reaching more than 10 million users across 33 global markets since 2024, the company’s principal design lead, Lee Ju-suek, has been working to create a device with broader universal appeal — what he calls an “emotional device.” Glo was first launched in Japan in 2016, followed by Korea and other markets the following year. Since then, the product has evolved into an amalgam of the company’s latest technologies and its most carefully considered design elements. BAT attributes this evolution to Lee’s design philosophy, which prioritizes consistency of experience over form, creating a design identity that is functional yet warm, minimalist yet distinctive. The most striking example of Lee’s design principles can be found in the dial of the glo Hyper lineWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times