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Inaugurating a series of live online videos—redubbed design casts—hosted by I.D. Magazine, " tomorrow Loosen Up: Injecting Play into the Design Process" continues the discussion started in their current issue about the role of play in the design process in a web browser near you starting at 4pm.

Rinat Aruh and Johan Liden of NYC–based design group Aruliden will moderate the live webcast, bringing their unconventional process they call "producting," which allows design to remain the focus of a brand's marketing strategy to the table.

Using their work for Puma (see the ping pong kit below), Microsoft and Kiki de Montparnasse as examples, the duo will examine the importance of play and the ways Aruliden incorporates the design concept into their producting process. A major point in thinking about the dynamic of play from comes comparing it to business practices—e.g. collective thinking over singular yields great results. The hour-long design cast will discuss how this translates when developing new products, as well as other effective nontraditional approaches.

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Register for Loosen Up for $40 from How Bookstore and keep an eye out for I.D.'s next topic in the monthly series.

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