ConceptD: Creatives get a tech brand of their own

The PC range takes that power to new limits. The flagship ConceptD 900 is a tower case that includes 12 memory slots that allow up to 192GB of RAM. A further five storage bays allow for two conventional hard drives and an SSD up to 1TB. Total potential storage? A staggering 60TB.

“Memory and storage critical for simulation,” says Davila. “Another big thing was silence. Creative workers think that the more performance you have, it usually means the more fan noise you have. That’s not necessarily so.

“We have close to 400 patents on thermal technology. We’ve worked on thermal solutions to make sure we bring down the noise level to less than 40db, basically the noise level of a library. You don’t want to be on set on location in the middle of move or ad production and your fan is going off.”

Davila points out that the understanding of gaming demands followed the same principles, which led to a deep understanding of gamers.

“Like we did with gaming, where we inferred what the needs were for gamers, we are doing the same for creatives. We believe it’s a strong enough opportunity to have a dedicated line. 

“Technology is moving so fast, different niches are being created as we speak. It’s likely we will see other niches emerge and gather technologies to serve those. A couple of years ago, who would have thought gaming would be where it is today? It has a lot to do with gaming communities growing, large events with incentives of prize money, and universities developing courses for gaming careers.

“On the creative side, we’re consuming more digital content than a year ago, two years ago, five years ago. Consuming content means someone has to create content. There are lifestyle creators and streaming creators, all the way to Hollywood film studios that will require far more powerful computers. It’s progressed very rapidly.”

Of course, designers do not operate only in the traditionally creative industries. Design, modeling, simulation and rendering are all inherent in numerous industries, from architecture to aerospace. And all of these require heavyweight processors and graphic cards that previously seemed only available in gaming machines.

“Simulation and rendering require very powerful, multi-core processors, because you are running lengthy simulations and renderings, and you need a very stable configuration,” says Davila. “The last thing you need after eight hours rendering something, is for your computer to crash. Productivity can be increased if you are able to speed up that modeling.”

• Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter and Instagram on @art2gee

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