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
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
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