Cooler Master is embracing modularity and maker culture
Last week we had the pleasure of hanging out with the team from Cooler Master at their “Make It Yours” event in downtown Singapore. During the meetup we got insights on Cooler Master’s new philosophy, brand culture and product direction for the foreseeable future. It was great to see the leadership team of Cooler Master out in force, all the way from Taiwan and parts of the region to meet fans and partners here. Coming from a Southeast Asian and Singapore perspective, I thought it was nice to see their commitment to the small but growing computer hardware enthusiast community here in Singapore.
Steve, Joel, Mitch and I attended the event and got to make new friends meet the guys from Cooler Master in person. It was nice to be able to ask questions about hardware and be really nerdy outside of the internet for once. It was fun!
The event kicked off with a new product announcement: Cooler Master revealed their new sleek modular MasterCase. Cooler Master’s Hanif Wang and his team were on hand to give a detailed live demonstration of the modularity of the MasterCase. They showcased (ha!) the myriad possible configurations afforded by the MasterCase’s modular design.
Following that there was more talk about the reunification of the Cooler Master brand. Gone is the old CM Storm branding for their gaming-class peripherals and components, and in its place just a single Cooler Master moniker remains. I guess this makes sense as it helps solidify the existing brand name and improve SEO. Also, I suspect the CM Storm name wasn’t getting that much recognition from consumers.
Also featured at the event were several Cooler Master concepts for future products. All these products featured modular and/or customizable designs. For example they had on display a mock up of some Cooler Master supra-aural headphones with interchangeable drivers, an interesting (albeit moderately impractical) idea. Another exhibit featured a gaming mouse with several interchangeable sculpted plastic panels that altered the overall shape of the device ever so slightly. That might give you a bit more of an idea of what Cooler Master seems to be going for with their new “Make It Yours” philosophy. According to Hanif, this vision was inspired by people that Cooler Master terms “Makers”. Basically passionate and/or creative types including but not limited to case modders and PC hardware DIY enthusiasts.
Going forward it will be interesting to see how Cooler Master’s products are shaped by this philosophy. I for one am excited about the possibilities.