Automotive design: the life cycle for inspiration | Laurens Van den Acker | TEDxSaclay

Automotive design: the life cycle for inspiration | Laurens Van den Acker | TEDxSaclay


good evening good evening everybody thank you for coming here thank you for the invitation it’s really great to be here as a designer I think one of the key things is that you take the value of a company and you translate this into products and to give you a good example of what that means let me show you two Airlines company Dario with which one do you want to fly who wants to fly with the company convince key okay there’s no right or wrong who wants to fly with Mondrian okay a little bit more security so company Kandinsky actually had a very good safety record but they couldn’t really get the message across so they hired an advertising agency and one month later and three million euro later they created this now my question to you is do you feel a little bit better not really and why is this because what you see and what you read is not really coherent and you tend to believe what you see because 80% of our communication is visual it’s the part that is much stronger than the thing that you read so you tend to believe what you see now I call what you read is the strategy of a brand the values that you want to communicate what you see is the products that you design and the things that you create and this is the design strategy and if you are a good company the brand strategy and the design strategy are coherent and then you have a very strong virtuous circle the minsky has a very good brand strategy but I would argue their design strategy is not really great for an airline company so when I arrived in the car company that I worked for in 2009 it wasn’t really clear what they wanted to communicate and when I looked at all the cars on the street they all look different so at that point in time you communicate confusion so if confusion was a good strategy and the sales would have been going up an image would have been rising I would have just continued but this was not the case so the key became what do we want to communicate now let me give you some basic information about brands there’s two types of brands essentially you have brands that are car centric they play on horsepower technology performance cars by engineers for engineers lots of the German brands are in this category then you have brands that want to improve the world are a little bit more amorphous many Asian companies are in this category and in the center you have some companies that have a more human centric approach they put a human at the center of the activities and the company I work for I’m not allowed to say their name so I’ll company I work for is clearly a human centric company but also other French companies and also Swedish companies fall in this category so the challenge for me as a design designer became to translate the values of a human company human values companies that talk about life of what you have evil and use them to inspire and to find a strategy that the difficulty is is very often is we make a lot of different types of cars we make vehicles that are a little bit iconic like a Twingo and our ping we make vehicles that are crossovers like coleus we make family vehicles we make vehicles that are commercial vehicles we do sports cars we do electric cars so really there wasn’t a lot of thread no red threat in this lineup so inspired by the values of life and inspired by the human values I thought about the cycle of life and I thought life starts of course with light we have seen but life also starts with love with falling and love without love no life I thought there could be our iconic cars then you found your partner you want to travel the world so you explore the world crossovers things go well you want to start a family family vehicles reality hits you have to work at least I do I know you are students you don’t have to work yet but you will commercial vehicles then you want to have some fun you want to play run our sport and then even some of us achieve wisdom electric vehicles hybrids experiment for vehicles and then life starts all over again so this became the strategy for our design and it allowed us in fact to create a link with everyone if you have just fallen in love we have a car for you if you just started a family we have a car for you if you want to work come through us so we tried to illustrate these cars with a lot of concepts and starting with love I’m not sure about you guys but it’s not a very intellectual thing it’s very instinctive it’s very visual in my case and so I asked my team to develop a Leticia Custer on four wheels and they this was the sketch we chose very voluptuous red of course color of fashion a sports car for two people because falling in love you don’t do with three people a period is very sensual because we’re human and this became this year our first concept car in 2010 which is not a race car it’s actually a story of love the car is red the car has goose bumps like when you see a pretty girl the car even has wedding rings on the side but they’re not connected yet because SEPA Gagne the car has doors that open up male and female in two different directions and when you’re inside you’re sitting on a cloud because you’re in seventh heaven and we put six million red LEDs inside the car that light up and beat like a heart only in France can you do this by the way then we created a second vehicle kept here to go out to discover the world a crossover obviously dynamic young go anywhere do anything for two people plus luggage because it was planned this time a car that opens up to the world the car that really lets you discover the world and take anything and anything with you we followed with a family car expose the car form how can I say a family car an MPV for parents that are still in love because I felt that the previous scenic looked too platonic it was like the parents had become the driver of their kids the chauffeur so we designed the car that has very sensual shapes very nice interior and interior very romantic for the parents very ludecke for the kids and to show that the parents were still in love we connected the safe when we did work and this is the image my team gave me when I asked and find me an image of work I won’t comment they can go for the future vehicle that is used for work during the week for a family during the weekend so it’s asymmetrical a vehicle that is one side digital functional etc one side more family orientated the doors open up and the digital screen has become a blackboard inside for the kids to play on and finally play a small vehicle that should be fun allows everyone to to drive in a city the vehicle that we designed together with a very well-known designer Ross Lovegrove a Welsh designer and we showed this not in a traditional car show but at the Salone mobile in Milan finally wisdom a vehicle for a modern family lightweight aerodynamic with the map of Paris in the roof the vehicle that is really a very interesting modern lightweight connected vehicle this series of cars told and illustrated if you will the story that we wanted to tell but of course we needed to make sure that there was something that connected all these different vehicles and this became the face of the car and this is important because it good identity is one that you recognize without a logo so I would argue to say that if we now take the logo of our cars you can still recognize them for the brand that we are then we gave all these cars a lineup so there are clearly identifiable different colors because people had told me Lauren’s all our cars look so grey why do you have color material designers so we started to also introduce the cycle of color to these first concept cars to make life more colorful to make life more beautiful on the streets and then because concept cars are a promise the question is can you keep the promise and turn it into reality and this became the vehicle lineup that you see today on the streets now we’re working on the second generation and in fact we’re just starting the second generation and the second generation of concept cars will become more experimental because the challenges that we face and the changes that are coming at us with lightning speed are going to force us to rethink the car but we couldn’t resist to start again with a beautiful design statement and this became tis our the idea of Tresor was that it wasn’t love at first sight like you had seen Lister this year there was more the moment where you have been together for five or six years and maybe you’re going to pop the question and maybe you know this moment where you maybe you don’t know this yet where somebody opens up a little jewelry box for you and and drops on one knee so we developed the resort not a very practical car but then again love isn’t really practical so it’s a car where you have to slide in and once you’re in it’s really hard to get out and if it closes it’s like you’re driving on Mars you know so but a car that has interesting surfaces also a story to tell and really really an interesting card it’s going to influence us for the future to come and a second vehicle which I want to tal tell you a little bit more about it’s called symbiosis I heard the word being named in the video that we saw a little bit earlier this evening and this is really about how we see mobility in the future once cars will become more autonomous more electric more connected and I think the place that a car will take into your life where now it’s a separate object that you have to go and get separate from your daily life it will become more and more connected it will become part of your ecosystem it will become an integral part of your ecosystem because it will be able to share data with all the objects around you all the family members that you might have they will be able to share energy it might be able to be charged by your house or it might actually charge your house and it might be able to share space and this vehicle became symbols the name for two objects that live together in a very positive way the vehicle actually adapts itself to humans you can decide whether you want to drive you can decide to be driven or you can let the car take over and you just give it your destination and then it becomes what they call now a Robo taxi the steering wheel disappears and the car will just take you to your destination and there’s this little choreography of the changing interior that adapts itself to a new situation of mobility in fact the car becomes more and more than extension of your house so we developed it like a house it’s not a traditional car interior which is more inspired by a coach or a horse one of the reasons you have leather in a car is because we used to ride horses on a settle one of the reasons we have a steering wheel is because you used to take the reins of a horse so once the car becomes transportation it could become more the way you have a house and so we said not just a dream of a car designer let’s develop the house with it so we designed not only the car but also the house this was quite interesting and I chose you I had to do some convincing inside the company to get this through but in the end people like a good story so we went ahead and so this is not just a dream of a car designer although I would love to park the car in my house to be honest but we think if the car is becoming intelligent if you only use it 7% of the time if it becomes really a technological marvel why wouldn’t you want to enjoy it more why not put it in your house and use it as an extra room because let’s face it you do many things in your car that you would like to do elsewhere too many parents the only time they talk to the children is when they drive it’s the perfect place to listen to music it’s a perfect place to escape for a little bit it’s a place where you could how can I say try to have some privacy or if you will enjoy yourselves so the whole interior was designed if it was a physical part of the house and because the car is autonomous that means it can drive itself it could park itself on the roof and this is not only a dream come true but it shows some of the first ideas of how mobility of the future will adapt itself to humans how we will try to take all these new technologies and turn them into something that is truly exciting to make the world and mobility how can I say to make your lives easier to make your lives more beautiful and to make your lives more worth living thank you very much you


Leave a Reply

Your email address will not be published. Required fields are marked *