Having designed everything from jetpacks to furniture and clothing to restaurant interiors prior to joining Apple’s industrial design team, industrial designer Marc Newson had one more product to get off his chest before signing up for the Cupertino all-star team: a modern 21st century shotgun for Beretta.

Revealed at an event in London last night (just one day after best bud Jony Ive gave an insightful talk at the Design Museum), the update to the iconic Beretta 486 shotgun adds a touch of Newson’s eye into a fully re-engineered and streamlined shotgun design.

Aiming to “streamline the area of action”, Newson’s design update came partly from inspiration rooted in pheasants and their Asian origins…as seen as a form of storytelling in the laser-etched metal engravings.


“I am interested in the way things work – it’s a technical obsession.”

According to Beretta, Newson “used the characteristics of steel and modern machining to elevate the concept of the ’round body’, bringing it to a new level. The receiver is edgeless and the lines flow through the entire surface of the shotgun with no sharp edges or breaks.”


“One of the things I like most about my job as a designer is the opportunity I get to immerse myself in different industries and acquire knowledge about their manufacturing processes.”









Head over to Beretta for more info.


Simon is a Brooklyn-based industrial designer and Managing Editor of EVD Media. When he finds the time to design, his focus is on helping startups develop branding and design solutions to realize their product design vision. In addition to his work at Nike and various other clients, he is the main reason anything gets done at EvD Media. He once wrestled an Alaskan alligator buzzard to the ground with his bare hands… to rescue Josh.