Midland BR180 awarded the Red Dot Award: a design that speaks for itself
There are moments when communicating quickly and reliably is essential. In the retail world, where efficiency and clear communication are crucial, technology can make a big difference. In dynamic environments like stores, restaurants, or warehouses, every minute saved through fast and effective communication helps optimize daily operations and ensures impeccable customer service.
This is where the Midland BR180 comes into play, a walkie talkie that combines design and functionality. Designed to simplify work activities, this compact and intuitive device has recently won the prestigious Red Dot Design Award.
BR180: Design for Retail Use
Our internal research and development team has thoroughly studied the needs of those working in retail sectors, such as clothing stores, footwear shops, restaurants, and department stores.
Despite being in different fields, all workers share the need to stay in constant communication with their colleagues. Imagine working in a clothing store and needing to ask the warehouse for a product restock or being a waiter in a restaurant and needing support to handle cash register operations.
In these situations, clear and immediate communication ensures quality customer service and smoother operations, which also leads to significant annual savings. After years of analysis, conducted in close contact with professionals who experience the industry daily, the BR180 was born: a compact, ultra-light, easy-to-use, and high-performance walkie talkie that supports retail workers in their daily tasks. Its design is tailored to their needs, with the goal of simplifying everyday tasks and featuring accessories that don’t hinder movement, such as a rotating belt clip, earphones, and a wrist strap.
We’re not just talking about aesthetics; the design of the BR180 is functional: the placement of controls, ergonomics, and shock resistance make this walkie talkie an essential tool that simplifies the workday, reduces errors, and optimizes communication.
What is the Red Dot Design Award?
The award originated in the heart of the Ruhr region, Germany’s historic industrial area, which has since transformed into a cultural hub. Since 1955, the award has recognized designers and products that have made a difference in terms of quality and design.
Every year, thousands of companies from various sectors, from automotive to technology, from furniture to electronics, submit their products to an international jury composed of design, architecture, and innovation experts.
Only a very small percentage manage to win the Red Dot Award because it’s not enough to have a good-looking product; it must offer functionality, build quality, innovation, and a design that meets the real needs of users.
In short, it needs to be a product that makes a difference, and we’re proud to have achieved this not once, but five times. Since 2020, in addition to the BR180 walkie talkie, three other walkie talkies and one intercom have received the Red Dot award.
An Award that Confirms a Path
As we mentioned, this is not the first time a Midland product has won the Red Dot Design Award in the Product Design category:
In 2020, we won for the first time with the 777Pro
In 2021, with the G9 Pro and the BT Rush intercom
In 2022, with the XT70 Pro
In 2025, with the BR180, both in the single version and the 6-pack
This recognition confirms a path marked by targeted choices, investments in research and development, and a clear vision.
Because every Midland product is created with a specific goal: to be a reliable ally in every situation. The Red Dot Design Award for us is a recognition of a vision that has always guided the way we design: creating concrete tools made to accompany people every day, wherever communication needs to be simple, clear, and secure.
