Design developments in China are evolving rapidly, and 2010's conference in Beijing will be the location which brings together the ideas, the designers and the trends which are spurring progress. The Interior Motives Conference will feature senior design directors and key influencers in a unique two-day forum. Presentations, discussions, questions, debates - all will provide insight into the direction of Chinese design.
Now in its third year, the conference brings together both domestic and global OEMs, and both Chinese and Western design influences, in the development of China's automotive brands and their search for a unique design identity.
Delegates to the conference benefit from:
- presentations from design directors of both Chinese and global OEMs;
- full participation in all sessions, with interaction between delegate and speakers;
- networking opportunities throughout the two days, including during the lunch and coffee breaks;
- discussion groups focussing on different aspects of the influences on future automotive design in China;
- copies of the presentations to download after the conference... and
...a unique opportunity to network, learn and do business in the automotive design market of China.
The middle evening of the conference will also see the announcement of the winners and the prize-giving ceremony for the first China Design Awards, the competition which aims to develop student talent within China.
2009 CONFERENCE REPORT; SHANGHAI 20-22 APRIL
Passionate debate on the spirit of China's automotive design
The search for the spirit of what will be modern Chinese automotive design was the theme which ran through the discussions at the second Interior Motives Conference, held in Shanghai on the eve of the auto show.
The nature of this C-Factor, wrestling with the true meaning of brand identity, and effective design education were just some of the topics thoughtfully raised and intelligently discussed among the headline speakers and the almost 250-strong delegates.
Conference highlights included:
Chery's director of styling Li Chuanqun talking about the introduction of its new Riich brand, and saying: "China has gone from a relatively closed world to a more open one but there is a misconception from young Chinese designers that Western design is the modern way to go. "When they see traditional Chinese references they somewhat look down on them. Experienced designers need to show them examples of old culture. We need to bring the tools and processes from the West but want our Chinese nationals to draw on their own influence."
Robert Walker, design project manager for PSA Peugeot Citroen's China studio, explaining why PSA had chosen to set up in Shanghai to "to understand the Chinese market from the ground floor and make cars whose designs derive from China".
Shizuki Kajiyama, design studio manager at Yanfeng Visteon, revealing research especially commissioned into trends in the current market. Factors ranging from enhanced national pride - via the success of the Beijing Olympics and interest in the forthcoming 2010 Shanghai Expo - to eco influence and how increasing female workplace power will affect interior colour choice and materials in cars.
"Inspiration needs to be valued more," said Kajiyama. "Westerners tend to be more self-promotional, but Chinese (designers) can be more shy, so a good manager or teacher needs to encourage them."
Zhen Sulin, design director for Dongfeng Motor, explaining some of the distinctly Chinese references and symbols that influence Dongfeng's new own-brand range of cars. Influences range from the concentrated facial expressions of Peking opera actors translating to a vehicular front face, to the stylized graphic of a swiftly-moving Chinese leopard morphing into the side profile of another of his vehicles.
Hideichi Misono, ex-global design boss at Toyota and now head of Tecno Art Research and still associated with Toyota, exhorting that design should be "formed by the spirit of Chinese values rather than relating to specific forms and shapes - you should not stay in exoticism. Key factors need to be locally and globally acceptable factors."
Friedhelm Engler, design director of GM PATAC, showing how his team tried to weave in local influence to its latest Buick Business Concept show car - from Liuli glassware influencing the instrumentation and lighting, to the dark red royal Zitan wood colour referenced on the exterior and seating.
Engler pointed out the importance of this approach to Buick in particular, as the shift in sales volumes from US to China increases. He warned against a 'cut and paste' approach preferring instead a "more China-inspired rather than C-factor" angle.
See Car Design News for the full report of Day 1 and Day 2