Programme
New brands and the search for a design identity
The problems of air travel meant that some committed European speakers were unable to attend the conference. Here is the programme as delivered.
Programme
New brands and the search for a design identity
Wednesday 21st April 2010
08:50 - 09:00
Welcome Address:
Abel Sampson, Publisher, Interior Motives
09:00 - 10:30
Session 1: The market for design
What are the challenges and responsibilities of designing cars for the future biggest market in the world?
Design research: what are the Chinese market's needs? Is a car design in/for China really answering them?
SESSION CHAIR: Edward Wong, Director, Transportation Design Department, CAFA, Sphere One
· Shan Wei, Director Design and Development Director, Beijing Automotive Technology Centre
· Double Du, Chief of the Design Team, PSA Peugeot -Citroen, China
· Fei Fei, Vice Manager Design Department, Foton Motors
10:30 - 11:00
Coffee Break
Sponsored by SRG Global
11:00 - 12:30
Session 2: Brand identity in modern China
The World Expo is being held for the first time in China in 2010, emphasising the best of foreign brands to China’s consumers. This session:
- explores how China’s brands are seeking to differentiate themselves
- illustrates the shape and form which will deliver a green brand identity in China.
SESSION CHAIR: Li-Chih Fu, Director, China Automotive Design Institute
· Friedhelm Engler, Design Director, GM PATAC
· Ken Ma, Design Director, SAIC Motor
12:30 - 14:00
Lunch
Sponsored by RTT
14:00 - 15:30
Session 3: Design talent
Most Chinese automobile designers don’t have the hands-on experience of driving or owning a car. Their exposure is virtual/online...Can they design products with that?
Plus: A new teaching style – how do we ensure development of human skills amidst the power of sophisticated CAD?
SESSION CHAIR: Simon Loasby, Director of Design, Volkswagen China
· Edward Wong, Director of Trasnportation Design, China Central Academy of Fine Arts
· Hideichi Misono, President, Tecno Art Research
· Philip Michel, Managing Director, PAE Design Talent
15:30 - 16:00
Coffee Break
Sponsored by SRG Global
16:00 - 17:30
Session 4: The C Factor
Is there a unique Chinese car aesthetic, a ‘C-Factor’, evolving as the design language of China? Who is leading this direction?
And how are international/Western designers influencing car design in China? Indeed, is there a role for Western design?
SESSION CHAIR: Chelsia Lau, Chief Designer China & ASEAN, Ford Motor Co.
· Ning Xiao, Co-Chief Designer, Guangzhou Automobile (GAC)
· Wulin Gaowa, Automotive Designer, Beijing Automotive Technology Center
· Richard Chung, VP Design and Consumer Research and Communication, Johnson Controls
Thursday 22nd April 2010
09:00 - 10:30
Session 5: Colour & Trim
The best of the ideas, the best of the innovations, and the best of the applications in this critical area of design.
SESSION CHAIR: Robert Walker, Design Manager, PSA Peugeot-Citroen China
· Andreas Wlasak, Vice President, Industrial Design, Faurecia
· Robert Miller, Senior Lighting, Design and Market Development Manager, Global Automotive, 3M
· Michele Hess, Materials Research, RTT
10:30 - 11:00
Coffee Break
Sponsored by SRG Global
11:00 - 12:30
Session 6: Designs for China’s market segments - part 1
Chinese luxury: How will high-end automobile design evolve as the market for luxury vehicles shifts from West to East? The sharp increase in the numbers in the middle class and of the affluent brings new opportunities for which today’s designs may not be suited.
Mobility for the masses: Crowded cities present challenges for designers in all fast-developing markets, but China’s challenges are on a mega-scale. Mobility is spreading across the countryside. How should its designers respond?
CHAIR FOR SESSIONS 6 & 7: Friedhelm Engler, Design Director, GM PATAC
· Robert Walker, Design Manager, China Design Studio, PSA Peugeot Citroen Design
· Klaus Busse, Head of Interior Design and Component Commonization, Chrysler Group
· Gerardo Lourido, Supervisor- Design Studio, EDAG
12:30 - 14:00
Lunch
Sponsored by RTT
The designs from last night's Car Design Awards China will be on show - along with the winning student designers.
14:00 - 15:30
Session 7: Designs for China's market segments - part 2
Chinese luxury Mobility for the masses
· Simon Loasby, Design Director, Volkswagen China
· Cai Qian, Head of Shanghai Design Studio, Shanghai Volkswagen
· Sun Zhen, Senior Design Manager, SAIC
· Kumo Chiu, President, Idea Dao Design
15:30 - 16:00
Coffee and Conference Close
Further opportunity to see the work of leading student designers from last night's Car Design Awards China presentation ceremony.