It has become somewhat difficult in public at times to fully concentrate on a phone call. Therefore, in city centres and at airports, we often see people who are on the lookout for a nearby quiet corner to make their calls without distractions. Against this backdrop, the concept of the G Flex interprets and redefines the smartphone as a medium of communication that adapts to its user. Promoting a fascinatingly innovative curved shape, it leaves the conventional flat shape of phone design behind. The phone integrates curved elements in order to match the facial contours of its user. This eliminates annoying environmental noise during calls. The user thus can clearly hear the person on the other end talking. The major components, such as the LCD and battery, have been rethought and newly developed. The new arrangement of all user elements presents another impressive design aspect. The high-quality materials forming the surface are pleasing to the touch. The nestling of the phone to the facial contour is experienced by users as an interactive quality and is complemented by comprehensive multimedia capabilities. The vertically concave profile of the display gives the user a sense of immersion which allows multimedia to be enjoyed more effectively – emotionalising the user time and again through the specific nestling quality of the phone.