Speaking with AllThingsD, CEO Heikki Sarajarvi (just one of a number of former Nokia workers at Adaia) explained that he was driven to create the company after destroying one too many smartphones while sailing.
As for the hardware, Adaia says that it's partnered with BMW Group's DesignworksUSA on the industrial design, which is said to be inspired by a topographical map, while Elektrobit will be handling the inner bits.