&Fork Highlights the Next Class of Hot Shots

BusinessWeek’s Reena Jana has a review up of the career-making design book & Fork, the sequel to Phaidon‘s 2002 Spoon. If you’re unfamiliar, both books (the new one is due out in May) feature 100 up-and-coming designers working in all things product design. The big push for each of them is that they’ve been chosen by a handful of super famous designers, including Jonathan Ive, who himself was included in the 2002 Spoon. Here’s a bit:

But why should executives pay attention to an artsy coffee-table book such as & Fork? The tome’s predecessor, Spoon (get it?), published in 2002, also featured 100 young designers, many of whom went on to become well-known, even iconic design stars — such as Apple’s Ive; Hella Jongerius, later tapped by IKEA to create home accessories; Konstantin Grcic, recruited by Braun to design kitchen appliances; and Marc Newson, who became creative director of Qantas Airlines and designed goods for Dom Perignon and Samsonite.

Phaidon editor Emilia Terragni used the same formula for & Fork to predict design stars of the near future. Today, Spoon reads like a Who’s Who of contemporary industrial design, while & Fork reads like a Who’s Next, although it does feature a couple of established designers, such as San Francisco-based Yves Behar, who has already worked with Toshiba and Nike on high-profile projects, and New York’s Antenna Design, which created JetBlue‘s check-in kiosks and a PC for Fujitsu.

Create a social media strategy, launch your campaign, and track the results in our Social Media Marketing Boot Camp starting February 16. The online event and workshop will feature speakers including The Onion‘s Baratunde Thurston (left), Facebook’s Morin Oluwole, and bitly’s Tim Devane. Register now.