Iconic Reinvention

Instruments of Change

Reinvention of an icon is challenge designers embrace. But the RKS Guitar is the only product ever selected as the sole image for the cover of BusinessWeek’s Best Product Design issue. Hailed as the first major innovation in electric guitar design in 50 years, the patented Open Architecture RKS guitar reinvented an American classic with revolutionary ideas.

This iconic reinvention fueled the creation of a Harvard Business School Case Study, dedicated to the use of Psycho-Aesthetics to inform the development of this ground-breaking guitar.