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Welcome to the SparkPeople Interviews Here you will find fascinating, highly formatted interviews of some of the people who Spark. Ten questions that explore just who and what these creative people are all about. Hope you enjoy! Interview Index (Click on the name to jump to the interview) Tucker Viemeister, Lab Chief, LAB at Rockwell Group John Barratt, President & CEO, Teague Heather Fleming, CEO, Catapult Design Andreas Harlow, Creative Director, Nike Ken Musgrave, Director, Experience Design, Dell Hari Nair, Global Director, Whirlpool Asia Rob Curedale, Curedale Design Marc Gobé, President & Editor, Emotional Branding LLC Gadi Amit, President, New Deal Design Rhys Newman, Director of Advanced Design, Nokia  Tucker Viemeister, Lab Chief, LAB at Rockwell Group Who are you, professionally speaking? Although there are benefits to being a little nebulous about what I can do, I have produced a lot of fun, profitable, good things! I call myself the “last industrial designer” because the field has changed so much: digital media has transformed the meaning “mass production” on every level! How did you choose your design discipline? I was named after a product—the car my dad, Read Viemeister was designing when I was born! So, I was introduced to design at the beginning of my life. As I grew up, I saw him making things, playing around with materials, drawing stuff – he was always thinking of ways to make things better. He was having lots of fun too! Couple that with my mother’s desire to improve human social conditions (she became a social worker and a politician) –social imperative with the physical capability - software and hardware. What is a more powerful combination? I could have been a scientist, sculptor or a politician - but why would I want to narrow the possibilities of how I could make the world better? What are some elements that make your designs distinctive? Playing with the combination of form, function and ideas – that combination is what distinguishes designers from scientists, politicians or artists: Designers have to make stuff that looks good and work right – we need more who really think about it! Is your work international, or regionally focused? Universal! When we developed Good Grips at Smart Design we realized that by addressing a wider range of ergonomic needs, we could make things that were “normal” for more people. This idea of “universal design” applies as well to intangible activities too. That’s why I coined the term “psychonomics” to demonstrate that our minds require handles too! What is your ideal project or commission? The “ideal” is “no ideal”. One of the most appealing things about working with David Rockwell is the range of projects we do – one minute we’re working on a casino in Singapore or creating a mobile kitchen to teach kids about nutrition! Have you worked in sustainable materials? The environment is an integral a factor everyone’s work (that’s why ultimately, everyone needs to be a designer!) but there are not very many simple solutions (as Rosanne Rosannadanna used to say: “it’s always something!”). Who are your top 3 favorite designers? * Read Viemeister – not just because he was my father, but he could do anything (not just because he was my father). He was a wiz in all media and he thought as much about how to make it, as how people would behave with it. * Philippe Stark: He makes the coolest shapes and gets them used in the coolest places. I love staying in his hotels and juicing a lemon with his juicer! * Ted Muehling: everything he makes is beautiful – jewelry, bowls, lamps, doorknobs and his store, shop and his home. Everything he touches is considered and perfect. He is a paradox of simple and plain. * Jon Stewart: what is “design” but problem solving and reformatting to make things more useful, understandable and kinder? The design of each part of his show is conceived to make us see more clearly and make us happy. What are you currently reading? Stuff from science fiction by Bruce Sterling and Neal Stevenson to popular psychology like Malcolm Gladstone and Steven Holt, but right now I’m reading a book by Randall Rothenberg called “Where the Suckers Moon: The Life and Death of an Advertising Campaign.” I started it because there is a section about my friend Tibor Kalman shooting a TV spot – but the detailed workings of the advertising are fascinating. What advise can you offer to a new graduate? Jobs are changing and disappearing, but that doesn’t mean that the need for design is going away! In fact there are obviously more problems now! The trick is figuring how to impact those problems and how to support yourself at the same time. There is plenty to do – be creative about how you accomplish things! How did you get your first paying design job? (Not counting being a paper boy?) When I graduated from Pratt there was a terrible recession, I lugged my portfolio around for weeks and finally one day Wyman and Cannan hired me and I went to work the same day! It was a perfect place for me –all the projects were multi-dimensional and our approach wasn’t affected by the media (we designed exhibits with the same care as a wayfinding graphic symbols). What do you do for inspiration? I always check out all the design award programs, like Spark to see the best that our profession is doing! Really, I never seem to lack inspiration – what I do need more of is more time. .jpg) John Barratt, President & CEO, Teague Who are you, professionally speaking? As CEO of Teague, I balance running a business with my creative ambitions; I love what I do and I think it shows. How did you choose your design discipline? I wanted to be an architect, but wasn’t great at math or physics. So I decided interior design might be a good alternative. At 17 I started to explore interior design courses at universities and on one visit I came across industrial design---I’ve been hooked ever since. What are some elements that make your designs distinctive? That they respond to their context and users; seems obvious in a way, but it’s too often not the case. Is your work international, or regionally focused? International. We’ve got a lot of North American clients, but we serve business across the globe and do our best to maintain a strong global perspective so we can identify with diverse cultures and communities at home and abroad. Understanding people is fundamental to good design. What is your ideal project or commission? I get excited about them all. My friend and Teague’s Creative Director, Tad Toulis, says it best, “A great designer finds ‘up’ in every project.” Have you worked in sustainable materials? I have, but it’s not always as easy as we’d like it to be. We do a lot of work in industries (aviation/consumer electronics) that don’t have a great track record of a sustained interest in the environment. We do our best to off set that by choosing clients who have demonstrated a commitment to bettering our future such as Hewlett-Packard, Boeing, Interface Flooring, etc. That goes beyond materials, with explorations into environmental technologies, programs for carbon footprint reduction, etc. HP is a fantastic example---not only do they publish their environmental goals, but they report back on them. At some point, ideally in the very near future, the world will demand that level of transparency from all organizations, and we’ll all be better off as a result. Who are your top 3 favorite designers? * Archille Castiglioni---who I believe to be the father of relevance. * Le Corbusier----what he did in the 30’s still moves me. * Walter Dorwin Teague---for his boldness and confidence in both design and business. What are you currently reading? Right now I’m reading “Designers Don’t Read” by Austin Howe; smart man, not bad looking either. He places a real emphasis on point-of-view, which I like. When you look at a lot of design firms today you’re quickly presented an offer list. It’s good to know what people are capable of, but for the most part, we’re a community of inventors and innovators. We can pretty much do anything, whether it makes the core offer list or not. Capabilities no longer set us apart; point-of-view is what make us truly distinctive. What advise can you offer to a new graduate? Know your strengths and play them up. Have a vision for yourself and pursue it. Have a point of view. Be dynamic. Don’t worry about money, worry instead about learning; it’ll be more valuable in the long run. Listen well. Build relationships and use them. Be optimistic. Enjoy what you do or quit. Respect what you do and respect who you do it for. Design is an honorable profession---don’t ever forget that. Drink 3 liters of water a day. And always, always, maintain a sense of humor. How did you get your first paying design job? I did a paid trial period for a consultancy in the U.K. when I finished my master’s degree. I didn’t get the job. It’s the best thing that ever happened in career. Seriously. What do you do for inspiration? I travel a lot, and when I’m travelling I walk a lot, and when I walk I observe---cultures, the built environment, people, amazing adaptations...I’m most inspired by man made things. I’m also very social, and I love getting into peoples minds, to understand what motivates them. So people inspire me. Design is constantly evolving, but the job of design has never changed---we’re in the business of making the world a better place. To do that you have to be both in and of the world, travel the world, and be passionately interested in people and their lives. I’m inspired every day by the places I go and the people I meet.  Heather Fleming, CEO & Co-Founder, Catapult Design Who are you, professionally speaking? I am Heather Fleming, CEO and co-founder of Catapult Design, a product strategy firm focused on emerging markets or impoverished communities. How did you choose your design discipline? I chose product design because it's a wonderful blend of my practical side (function) and creative side (form). I also loved the power in it all, the outward connection to human life, and the opportunity for change. What are some elements that make your designs distinctive? We have a strong emphasis on the human-centered approach, because we're designing alongside clients from a culture outside our own. And because a majority of our clients are non-profit, there's a strong sustainability aspect to our work -- financial and environmental. Is your work international, or regionally focused? A little bitta both. Catapult's studio is based in San Francisco, but our programs are mostly international. What is your ideal project or commission? I would love to do a project here in the US on a Native American reservation. I'm workin' on it -- give me another few months! Have you worked in sustainable materials? Yes. No. Depends on the definition of sustainable. There's not a lot of options for sourcing truly sustainable materials in remote areas of the world -- but we try to pick the most sustainable and appropriate solutions to the area and program objectives. Who are your top 3 favorite designers? I'm not much of a favorites person. I admire Ralf Hotchkiss, was initially inspired by Martin Fisher, and idolize women who can pull off the CEO title. What are you currently reading? Emails and 139 people's twitter feeds. And Zilch, by Nancy Lublin. I rarely get to read-read anymore. What advise can you offer to a new graduate? Get a job. Be a designer for awhile, acquire a fabulous mentor, and hone your skills. If you start your own thing, you run the risk of being a paper-pusher or worse... a salesman! How did you get your first paying design job? I offered to volunteer at a design firm in order to get myself up to speed. They bought in. Four months later I started contracting with them. Four months after that, I signed on for a full-time position. What do you do for inspiration? I'm a big fan of walking. It's free. Good for your body. Unclutters my head and is overall my main mode of de-stress. But bring something to take notes with! There's nothing worse than an uncaptured good idea.  Andreas Harlow, Creative Director, Nike, 2010 Spark Winner Who are you, professionally speaking? Currently I'm a Creative Director at Nike. I'm responsible for $4 billion global footwear business. I have a team of 26 designers. I grew up in New Zealand where I trained as an Industrial Designer. I have founded & run 2 design consultancies & have been a design educator. Of my 20 years of design experience, 13 years have been focused on footwear design. Fortunately, I've worked with some great people over the years & I have received a number of design awards including Spark, ID Magazine Annual Awards & the IDSA/Newsweek 'Best Designs of the year' award last year. How did you choose your design discipline? As a child I always enjoyed building things & solving problems. I was also interested in Art. Just prior to graduating high school, I visited a university design school & realized Industrial Design was a profession that combined creativity, problem solving & making things. Later in my design career, my lifelong interest in sport helped me design sport related products. What are some elements that make your designs distinctive? I believe there is great value in simplicity & I think this is inherent in my more successful designs. I also focus on common sense problem solving more than styling. Is your work international, or regionally focused? My work is global & I travel to many countries to conduct business. My designs have been sold all over the world. What is your ideal project or commission? Commission: a well resourced, well run company with a strong brand that understands design & supports the creative process. Have you worked in sustainable materials? I have designed a number of products that address sustainability & the environment. Sustainable materials are part of this work. Sourcing, efficient/closed loop production & recycling are also important. For an example of this work: http://en.wikipedia.org/wiki/Nike_Considered Who are your top 3 favorite designers? The Eames', Jasper Morrison, Errolson Hugh What are you currently reading? Andre Agassi's autobiography What advise can you offer to a new graduate? Go out there & give it your best. Don't hesitate. Action is the best way to learn. Being a successful designer isn't easy, but there is no easy path to anything worth having. Expect a few bumps in the road on your design-career journey. Most people learn a lot from failure, so don't be afraid of it. Don't take praise or condemnation too seriously. You'll get too much of each at some point. How did you get your first paying design job? I was asked to interview for a job while graduating from Design School. Part of the 'interview' was a brainstorming project which I applied a lot of focus & effort to. I believe this work got me the job because the other applicant had higher design school grades. What do you do for inspiration? Inspiration for me, relies on finding a mental zone where my brain can 'join the dots' or combine seemingly random thoughts into cohesive thoughts. Often physical activity helps me get in the zone. Going to the gym works, but backcountry snowboarding & mountain biking are more fun. Travel & observing different cultures also has a refueling effect. I often combine an interest in photography & videography with my activities & travel. I find this makes the whole experience more creative & helps me look at things in an unexpected way. Doing unexpected things helps my creativity. Monotony is the opposite.  Ken Musgrave, Director, Experience Design, Dell, Spark 2010 Jurist Who are you, professionally speaking? A design leader in the technology industry. Our focus is developing products that make technology accessible to more people. We have several core philosophies; put the user at the center of our decision making, make technology affordable and accessible, and address the end of the product life through sustainable materials and recycling. Is your work international, or regionally focused? Clearly international, which is also where much of the growth in technology is occurring. Many of our products are designed for the rest of the world, but are also sold in the U.S. as well. As we continue to mature as a company, more of our designs and more of our creative professionals have global connections. In fact, there are 13 different languages spoken within the design team. What is your ideal project or commission? A project that has an expert user who knows their craft or area of expertise, but cannot easily articulate how our designs can make them better. I really am personally rewarded when I can understand what they value, determine their latent needs that are hard to articulate, and then delight that customer with designs that expand their imagination of how technology can be applied to what they do. Have you worked in sustainable materials? Certainly. This is an area of priority for our customers and for us. We focus on the application of sustainable materials and the end-of-life of the product including how the products are disassembled for recycling or re-used. What are you currently reading? At this exact moment, SuperFreakonomics, though that should not take too long… What advise can you offer to a new graduate? 10 – 15 years ago, the average new design graduate had to master only a few competencies, mostly skills-based, and focused on creation. All of those remain important, but now designers need equal skills in influencing. Designers need to be great communicators to be influential. Focus on the creative and the effective. What do you do for inspiration? Photography and travel. Working in the world of the precise, I like to get to places that are visually astounding and remarkably imperfect, like Oaxaca, Mexico. Photo courtesy Industrial Design Center, IIT Hari Nair, Global Director Whirlpool Asia, 2009 Spark winner Who are you, professionally speaking? I am a designer first, a technologist sometimes and an educator always. I also consider myself a designer with a global footprint albeit with Asian roots. I had a very creative childhood close to nature, growing up, in a small town in Kerala at the southern-most tip of the Indian peninsula. All the siblings in my family, five brothers and a sister, were passionate about design and were building everything from small gadgets to scale models of whole towns in our family workshop in the early days. My brothers were my mentors and all of us took up the practice of design in some form or other - architecture, town planning, or product design – and became accomplished in our own ways later in life. I was also one of the pioneers of design in India, having been educated Bauhaus style, at the Industrial Design Center founded by Professor Nadkarni, who came back to India from Ulm in early 70s. I also have substantial professional visibility in the US (and elsewhere), having taught at the University of Cincinnati and Rhode Island School of Design. How did you choose your design discipline? It was obvious from my early childhood setting and family surroundings that I would chose a creative profession. However I was not aware of the Industrial Design profession until I was half way through my Mechanical engineering program, and that too thanks to a British Council Library which operated in my town. Then one day, my Architect brother brought me a newspaper ad announcing the program at the Industrial Design Center at IIT, Mumbai -- putting me a on motorbike journey to Mumbai shortly, and kick starting my design career. What are some elements that make your designs distinctive? My own quote, “I am practicing what I used to preach”, describes the essence of design projects I personally direct or am involved in. This ‘stickiness’ to almost an ‘academic rigor’ in what I do distinguishes my work from others. My design teams don’t put pencil to paper until they have understood the people they are designing for. I provide thought leadership and establish process stickiness through clearly articulated vision, encompassing the business environment, technological realities and consumer desires, supported by strategic thinking and water tight methodologies. All the more proof that design methodologies are not ‘just academic’. Is your work international, or regionally focused? My work is international, process is universal and design outcomes are focused on regional consumer needs. What is your ideal project or commission? The ideal project would be the design of a whole ecosystem at a reasonable scale, to be able to demonstrate the power of design thinking to create sustainable lifestyles. Who are your top 3 favorite designers? Philip Stark for whimsical design, Karim Rashid for being the prophet of style (I had the distinct pleasure of working with him briefly at RISD) and people like Luigi Colani who are known to live for their vision. What are you currently reading? A book called “Connect the Dots” by a less well known Indian Author – Rashmi Bansal. In the book she interviews several very successful Indian Entrepreneurs who have connected the dots. What advise can you offer to a new graduate? Be passionate about what you do, cultivate courage of conviction and continue your education in the real world. How did you get your first paying design job? I was a pioneer of Industrial Design practice in India and my first paying design project was for Kores Corporation (Subsidiary of Xerox in India at that time) to design a “desktop’ copying machine. It was made of Fiberglass and initiated the desktop publishing business revolution in India by making copy machines affordable and compact enough for many small businesses (Kinkos style). I remember sending the first instalment of my consulting fee to my father. What do you do for inspiration? I used to sail on the Charles River and bike around it when I lived in Cambridge, neither of which are very feasible in Delhi easily. I like ‘thinking alone’ time and read in airplanes, instead of watching movies. Most of my brainstorms are triggered by travel.  Rob Curedale, Curedale, Inc., Spark 2010 Jurist Who are you, professionally speaking? I was born in Australia and worked as a designer, design director and design educator in London, Sydney, Vevey, Switzerland, Portugal, Los Angeles, Silicon Valley, Hong Kong, China and Detroit. I have designed furniture, medical, technology and consumer products in global markets including Europe, Australia, Asia and North America. Over my career I have designed hundreds of products as a consultant and in-house design manager at corporate offices and consultancies. Clients include HP, Philips, GEC, Nokia, Sun, Apple, Canon, Motorola, Nissan, Audi VW, Disney, RTKL, Government of the United Arab Emirates, British and Australian military, Steelcase, Hon, Castelli, Hamilton Medical, Zyliss, Belkin, Gensler, Haworth, Honeywell, NEC, Hoover, Packard Bell, Dell, Black & Decker, Coleman and Harmon Kardon. Throughout my career I have taught part time. I have lectured widely throughout the US, Europe, Asia and Australia including at Yale, Pepperdine MBA Innovation Program, Art Center Pasadena, Cranbrook, Pratt, Art Center Europe; a faculty member at SCA and UTS Sydney; as Chair of Product Design and Chair of Furniture Design at the College for Creative Studies in Detroit, then the largest product design school in North America, Art Institute California, Hollywood Campus, Cal State San Jose, Escola De Artes e Design in Oporto Portugal, Instituto De Artes Visuals, Design e Marketing, Lisbon, Southern Yangtze University, Jiao Tong University in Shanghai and Nanjing Arts Institute in China. This year I am teaching at Otis College in Los Angeles, Pepperdine University, Art Center Pasadena, and Art Institute of California in Hollywood. I have invitations to teach later in the year at new design schools in the United Arab Emirates and India. How did you choose your design discipline? I became interested in Industrial Design while studying architecture in Australia. I went on to complete two degrees in Industrial Design. What are some elements that make your designs distinctive? I have an international perspective through an extremely diverse global career visiting over 1,000 cities in more than 40 countries. I have an interest and empathy for the people using my product designs. I founded and manage the largest network of professional designers in the world from disciplines including industrial design, architecture, fashion design interior design, packaging design, exhibit design and retail design now comprising about than 40,000 design professionals. Contact with many of these professionals enriches and informs my design. I am interested in cross-cultural design. Is your work international, or regionally focused? Very much International. What is your ideal project or commission? Projects that need problems to be solved with distinctive, unique and new solutions. I like medical products because they can be critical for patient’s quality of life. I like products that involve thinking about social interaction such as office and urban furniture. I like to find simple solutions to complex problems and needs. Have you worked in sustainable materials? Yes. I try to optimize the environmental performance of every product, system and user experience that I work on. Who are your top 3 favorite designers? Three that I admire are Sam Hecht, Herzog & de Meuron and Jaime Haydon, there are many others. What are you currently reading? When China Rules the World by Martin Jacques. What advise can you offer to a new graduate? Follow your curiosity, go beyond what is expected, be courageous, find your own voice, travel. How did you get your first paying design job? I won a national design award in Australia, which included a financial prize and a job in the company's design department. The first product that I worked on there, the Sebel Integra Chair is still in production and has been manufactured in Germany, US, South Africa and Australia. It was the first one-piece polypropylene chair manufactured in the world and now has hundreds of imitators. I believe that it has sold more units than the population of Australia when I worked on it. I have seen it in use in Europe, Israel, the US and Australia. What do you do for inspiration? I am interested in China, archaeology history, anthropology, ethnography and different types of human culture. I have worked on excavations in Middle East and traveled off the beaten path in remote regions in areas including Nepal, Tibet, Sumatra, Sulawesi, China, Solomon Islands, and Carribean. I like to walk in inspirational natural places and dive in pristine natural environments. My studio is adjacent to a state park in California.  Marc Gobé, President & Editor, Emotional Branding LLC Who are you, professionally speaking? I am a designer, film maker and writer How did you choose your design discipline? Because i wanted to live a creative life What are some elements that make your designs distinctive? Emotional Is your work international, or regionally focused? International What is your ideal project or commission? A project that will solve a business issue Have you worked in sustainable materials? Being brought up on a farm, i am very conscious of how delicate but also powerful nature is Who are your top 3 favorite designers? Mother Nature, Galileo and Eiffel What are you currently reading? The medium is the massage What advise can you offer to a new graduate? Stick to it, the last one standing get the prize How did you get your first paying design job? A consumer good company came to my school and asked for the top 5 students What do you do for inspiration? I take photographs, i read, i fly fish... fishing is the science of observation Gadi Amit, President, New Deal Design Who are you, professionally speaking? I am the Principal Designer, President and a founder of NewDealDesign. How did you choose your design discipline? I was born to a couple of Architects, from there it’s a short trip to Industrial Design. Unlike Architecture, Industrial Design allows you more personal, hand-on experience with the object you create. I love that and forgot about Architecture. What are some elements that make your designs distinctive? Simplicity, Clarity and Style. Is your work international, or regionally focused? NewDealDesign work is about 30-40% International and 70-60% USA. What is your ideal project or commission? A chance to Design an object that is either entirely new or was forgotten and untreated for a long time. And then making this object an Icon of cultural, financial and functional success. Have you worked in sustainable materials? Much of the work we’ve done in the last few years involves, at least to some extent, sustainable thinking. Who are your top 3 favorite designers? Ettore Sottsass, Naoto Fukasawa and Ron Arad (to name only few- my list has more than 3 and no ‘top’…) What are you currently reading? Bill Bryson ‘A Short History of Nearly Everything’, I am fan of his writing. What advise can you offer to a new graduate? Design is a tough, tough profession. Make sure you’re really passionate about it, before your start. How did you get your first paying design job? I was building models for a high-tech in-house design team by day and doing my version of their projects by night. What do you do for inspiration? Watch lots of TV, going to the movies, hike, play with my kids and run (or bike), when I can. I don’t believe in ‘inspiration’ stories…;-) Rhys Newman, Director of Advanced Design, Nokia Who are you, professionally speaking? I'm Head of Advanced Design for Nokia. I am also co-founder of 18milesperhour LLC which is a small thing (for now) about cycling and also a maker and artist. I draw a lot and make things when I can. How did you choose your design discipline? It was either Fine Art or Design. At the time, I was afraid to pick fine art, it felt a bigger risk than Design. Funny that! When I was at my first year at Art College, I got to know some of the first years on the ID course. They had mountain bikes, seemed to draw and make things too, I wanted to be one of them. What are some elements that make your designs distinctive? I try to design relevant, valuable and meaningful things. But also with a good dose of emotion and sometimes humour. If I aspire to anything, it's maybe to design things that make you see the world different, oh and make you smile, a little Is your work international, or regionally focused? Both. Nokia's supports approximately 85 of the most common spoken languages on earth. So yes to both. What is your ideal project or commission? A good project can start from anywhere. But if I had to choose, maybe a difficult question? That's a good place to start. A confused, complex, convoluted mess that needs clarifying. Have you worked in sustainable materials? Yes. When you work for a company that manufactures something like 17 phones a second, it forces you to consider the sustainable materials, and sustainability in all it's forms; But it's also an opportunity to create change, positive change, at an enormous scale. This can be daunting and inspiring at the same time. Who are your top 3 favorite designers? Castiglioni because of his wonderful observations and potential he discovered in materials and objects. Thomas Heatherwick because of the playfulness and diversity of scale. Not really a designer but I'll return to Jaques Tati, as a favourite source of inspiration. What are you currently reading? A column of New Yorker's that keeps on growing. Conquering the Sky, The Secret flights of the Wright Brothers at Kitty Hawk. I've just finished - today - The Fall of Giants by Ken Follett. Also I've just finished Miss Peregrine's Home for Peculiar Children. I love fiction. What advise can you offer to a new graduate? Ask good questions. Draw a lot. Draw to think not just to illustrate or design. Follow good people and good projects. Good things are made by teams of people, so be nice. Have an opinion, but be nice. How did you get your first paying design job? I was fortunate to be offered a job as a result of my final BA degree show, so straight from college. I was let go 9 months later when the company ran out of money! What do you do for inspiration? Draw, ride my bicycle and read fiction. Red wine.
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