There are phones for the masses, phones for the tech-heads and then there's Arte - a phone for the fashionistas. When you're dealing with a notoriously fickle crowd, creating something that not just catches their eye, but blows them away is no mean feat.
But get it right, and you end up with a slick little slider like the 8800 Carbon Arte - constructed from carbon fibre and titanium no less. Nokia Conversations has sat down with Nokia senior design manager Daniel Gratiot to find out how it came about - and then been kind enough to share it with the rest of us.
You can find the full video below - it's pretty fascinating. Without wanting to give too much away, it took Nok three whole years to work out how to make a phone out of carbon fibre. Wow - that's dedication that even Roy Castle would have been proud of.