What is Red Dot?
Red Dot is an international design award that distinguishes the most outstanding products in several categories. One of them is industrial design. Every year, over 15,500 projects from 80 countries compete for this award, which makes the competition even more intense. Despite such strong competition, in 2019 this award was granted to the Irix 150mm f/2.8 Macro 1:1 lens.
Today we have something to celebrate yet again.
This year, the Red Dot award was granted not only for one, not even two, but for the entire Irix Cine line!
The Irix Cine line was a technological and design challenge for us. There is no place for compromises— superior optical properties, extremely precise mechanics, a multitude of innovative solutions such as our Magnetic Mount System (MMS) and the Adaptive Ring make Irix Cine lenses competitive on the market. All these features combined with attractive design have quickly gained a wide audience.
The Red Dot award awards our efforts for creating products that are not only practical, refined in every detail, but also visually attractive. It proves to us that what we do makes sense and motivates us to design even better products with extraordinary appearances.