Challenge
Used in the best recording studios throughout the world, Grado has always represented the highest quality sound. In fact, Mercedes-Benz uses Grado in their promotional brochures when defining “the best” products. Grado products are distinctive for their spare retro styling, which is actually driven by performance – which at this level is both an art and a science. As Apple iPods became ubiquitous, Grado saw an opportunity. iPod audio output is far greater than what any headphone on the market could utilize. Grado partnered with A2 to meet this opportunity because of our experience with electronics, China, and mass retail design.

Solution
A2 created the iGrado, bringing “high end sound to the low end market”. At a retail price of only $49, these headphones deliver Grado sound quality. During development A2 worked closely with Grado technicians, choosing materials carefully and paying particular attention to their assembly. The elemental styling was driven by the “Grado look” and the size constraints of the legendary SR60 cylindrical drivers. In a nod toward the more mobile users of iPods, versus professional studio users, a “slingback” style headband was used for the first time on a Grado product.

Result
The iGrado recently hit the European and U.S. markets. While it’s too early for retail sales figures, judging from both buyer and user response, Grado will have a very successful product. For the consumer the benefits are apparent. Taking full advantage of the quality sound achievable by iPods and other MP3 players, the iGrado delivers a sound quality better than many other more expensive headphones in the market. The iGrado headphones have a slim, portable profile, while still retaining the visual cues of the distinctive “Grado look”. For audiophiles, this is nirvana.