Microsoft wanted an interface so good you wouldn’t notice it for its new Xbox 360 console. AKQA spent two years creating just that.

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Jermyn Street, London, is the place to buy a shirt. Double-cuff, hand-stitched perfection comes as standard, while the attention to detail in the tailoring is second to none. Between the tailors at number 38 is AKQA, one of the world’s leading global-brand design agencies. 
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Craftsmen of a different sort, the staff there stitch together global solutions for blue-chips like Orange, AOL, BMW, Microsoft, Nike, Unilever and Nikon. Their latest baby has been a two-year interface design project for the Xbox 360. 
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Launching in November this year the Xbox 360 is Microsoft’s latest assault on the multi-billion dollar global gaming market. Designed for high-definition TV screens, gamers will enjoy an unparalleled visual experience: with 720p resolution and 16:9 widescreen, games will look like movies. 
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And it’s not only about gaming, it’s about communities. Connect to broadband Internet and gamers can play others around the world, chat via video, share digital photos and files, create huge top-score lists, download music, games and updates: Xbox 360 is your new digital hub. 
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