Philip Hess, 30 years old, started senz° umbrellas with two friends straight out of university. Their quest started out of frustration with traditional umbrellas, which led to a sensational redesign of the umbrella. Their design challenge was to eliminate all of the familiar umbrella struggles, such as inverting, breaking, eye-poking, bad visibility and uncomfortable use. The senz° umbrellas have won almost every large design award in the world (iF Gold, Gold IDEA, red dot, G-Mark, Star Observeur, Dutch Design Award, etc) and were voted by TIME Magazine as one of the best inventions of the year. The senz° umbrellas are available throughout Western Europe, North America, Asia, and recently also in South Korea. Due to his background in industrial design engineering and business administration, Philip is responsible for the global commercialization of the senz° brand. During his presentation, he will share his experiences how designers can best commercialize their products.