The idea hung out in his head for two years - he didn’t think to let it out. It seemed so obvious, so simple, so likely to sitting on a shelf in Tokyo, or New York, or London, that he didn’t set his idea free. The concept was to take those classic, chunky, ‘obsolete’ handsets nobody used any more, liberate them from their boxy landline cradles and plug them into mobile phones. Genius! And obvious….

But when he finally started looking around, his Hulgers were nowhere to be seen.

So in 2002 the first prototypes were produced under the name: Pokia. London’s Design Week featured them and they turned up on the front cover of Italy’s PIG magazine. The media coverage came in handy when a student from the Massachusetts Institute of Technology claimed he’d come up with the idea first. The world sat up to watch the resulting pan-Atlantic battle of wits. Team Pokia won, which was nice.

By 2004, a cottage industry for recycling and re-appropriating old phones had been established. Now, unused and unloved classic phones, grown too big for the pockets and handbags of mobile phone size-ists, were given a new name and a new home. As Pokias, they plugged happily into the boring little mobiles of likeminded converts, who used their new Pokias in cars and on park benches and in bars (but not in cinemas, because Pokia users aren’t like that). And they did what they did best: work.

The second half of the year saw a swell of global media interest and it was clear that it was time to turn a hobby into a business. Work on the first original model began. But, as 2005 rolled in, Nokia blocked the registration of the Pokia trademark. Nokia wanted Pokia to find a new name. Timing could have been better but it forced them to find a more fitting name, something that wouldn’t define the company in relation to another.

Pokia became Hulger, named after the founder’s grandfather, Mr Holger, a stern Danish lawyer with an inspiring relationship to the things around him. Mr Holger chose his objects and technologies well, you see. They stuck by him all his life, punctuating big and little moments along his lifeline, helping him along with his daily rituals. Holger’s favourite object, a battered, but beautiful leather chair, propelled the ambition to create timeless technologies which wouldn’t date: which would wear in, not wear out.

The development of the first model, the P*PHONE, led Hulger to China to search for a manufacturing partner who fully understood our big idea, adhered to high standards in the workplace and who’d be capable of producing quality products.

Many factories, facilities and staff were seen and, although some conformed to not-so-nice stereotypes, many were enthusiastic, diligent and supportive. One factory became the primary locus of production and Hulger owes a lot to the factory owner, the workers and craftsmen there - and to our man on the ground in China, who makes sure everything runs smoothly.

The P*PHONE launched on the 1st of June 2005. By the end of the year, over ten thousand had been sold. Next came the Y*CABLE, enabling the P*PHONE to plug into PCs for Voice-over-IP (internet phone calls, basically). Now capable of making internet calls, the P*PHONE and Y*CABLE combo was submitted to Skype for certification and received their stamp of approval. People all over the world started plugging in, to chat to family, clients, business partners and friends across the globe. Skype let people call home for free, while Hulger’s new technology let them do so in comfort and style (silly headsets have no place in long overdue, inter-continental catch-ups).

This new combination sparked a key shift in perception. Whilst mobile users liked the statement of using oversized handsets in public, the application was relatively limited. VoIP meant Hulger could become a part of people’s everyday home, office and travelling life. The handsets didn’t make people look eccentric any more: they made them look more normal, less like a helicopter pilot, or Britney Spears.

December 2005 saw two new designs come to life, the PIP and the PENELOPE: each came either wired or Bluetooth-enabled. Bluetooth would allow wire-free use with mobile phones, as well as MACs and PCs.

The PENELOPE*PHONE was based loosely on the chunky Bakelite phones of the Roaring 20s. But instead of just aping 20s designs, Hulger asked ‘What would designers have created if stronger, more flexible plastics been available at the time?’ Hulger removed unnecessary bulk and hard reinforcing ridges in order to create a continuous, sensual profile. Hulger asks “What if?” questions a lot.

The PIP*PHONE drew inspiration from 80s style - the iconic yellow Lotus Esprit in particular! Like the slick, low-slung super car, PIP’s form is pared down to the minimum, yet still brims with personality. The PIP was designed as the most pocket-friendly of Hulger’s lines, something a traveller might choose in order to dodge exorbitant international roaming charges in style.

By this time, the handsets were available to buy in retailers all around the world as the appeal seemed truly universal. Copies started popping up everywhere but, while they were cheap, these objects were poorly produced and not considered. Luckily, the trademarking of the Hulger name and “P” motif stopped direct copies, so customers knew whether or not they were buying the original.

2006 saw the addition of the BASES, designed to cradle and shelter the handsets. The BASES included the USB*ADAPTOR, which allowed plug-and-play VoIP with MAC. Hulger has many MAC-minded followers, so the move was welcomed with cheers, party poppers, comedy hats and, quite possibly, minimal electro.

The HULGER roadshow visited design events around the world, including London, Milan, New York, Paris and Tokyo. Japan’s IF and Germany’s Gmark design awards both commended the PIP*PHONE design.

London’s Central St Martins College of Art & Design approached Hulger to provide product design students with their final brief. Hulger introduced students to Hulgerisation; challenging them to show how Hulger’s philosophy and approach to product development could be applied to technologies outside of telecommunications. The resulting proposals and designs were compelling, demonstrating the potential of the thesis and the exploration attracted extensive press coverage. Hulgerisation is now an ongoing vehicle to suggest, develop and prototype ideas in an open public forum.

In late Summer 2006, Hulger launched Hide & Speak - a collection of special edition, luxury leather and skin-clad handsets, designed and produced in collaboration with Bill Amberg, the London-based luxury leather designer. The collection is available at a select number of outlets worldwide. A bespoke service is also offered for one-off custom design and production.

We put Hulger’s rapid progress down to the continued support, interest and enthusiasm from the world at large. From committed followers of design and technology, to our customers who range from the Queen of Luxembourg to Jackie Chan, the Hulger appeal seems to be universal.

Hulger hopes this continues. We’re committed to ideas and products that give people pleasure and make them smile.