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Audi Student Design Project: *Intelligent Emotion* - Future Mobility

  Audi Student Design Project: *Intelligent Emotion* - Future Mobility
Audi Intelligent Emotion future mobility concept study by Fabian Weinert

Design students at the Munich University of Applied Sciences in Germany were part of a project supported by Audi to design Audi-branded human mobility solutions of the future. "Intelligent Emotion" was the theme of the project whereby students were required to present transport modules that comply with perceived environmental, technical and social issues of tomorrow.

Audi officials involved were Wolfgang Egger, Head of Audi Design and Stefan Sielaff, Head of Audi Group Design. The head of the project was by Dr. Othmar Wickenheiser, Professor of Transportation Design at the university.

"The results are impressive," said Egger. "The students have addressed the subject of mobility in the future with very well-conceived and lucidly presented approaches." Sielaff went on to remark, "Each concept, each model, contains at least one idea or feature that we could certainly conceive of as being included in a future production vehicle." Such concepts included lightweight solutions for body construction and advanced propulsion systems.

The project has been published as a book called Audi Design Projekt which is available for sale at €29.90. Its aim was to present Audi as a sporting premium brand that also leads in both technology and design.

 

Source: Audi
Published Apr 22, 2009 8:04 am By Thami Masemola

Future Mobility: Audi promotes "Intelligent Emotion" project

* Audi supports design students at Munich University of Applied Sciences
* "Intelligent Emotion" project with eleven radical concepts
* Stefan Sielaff, Head of Audi Design: "Design means conceptualizing the future and visualizing it in images."

Audi looks into the future. Under the title "Intelligent Emotion," students at Munich University of Applied Sciences, aided by Audi, have developed visionary ideas for the mobility of the future - from a hybrid supercar to an alternative concept for lightweight design of interiors. The results are presented in eleven future-oriented concept studies.

"The next generation of employees is our future," says Wolfgang Egger, Head of Audi Group Design. "That's why sponsoring design students is one of our high priorities. With the "Intelligent Emotion" project we have obviously inspired them to find new and creative approaches for the future of personal transportation." The project was headed by Dr. Othmar Wickenheiser, Professor of Transportation Design at Munich University of Applied Sciences. Wolfgang Egger and Stefan Sielaff, Head of Audi Design, mentored the project.

The objective of the design project was to present Audi as a sporty premium brand as well as a pioneer in technology and design. The balance between innovation and brand recognition was to be represented in a product with great emotional appeal that also conforms to the requirements of society.

"The results are impressive," says Wolfgang Egger. "The students have addressed the subject of mobility in the future with very well-conceived and lucidly presented approaches. Each concept, each model, contains at least one idea or feature that we could certainly conceive of as being included in a future production vehicle."

During the creative process, Audi designers supported the students. After all, they too are constantly pursuing innovative ideas to reinforce Audi's status as a leading brand in automobile design. "What sets a good designer apart is the very special ability of conceptualizing the future and visualizing it in images," says Stefan Sielaff, Head of Audi Design. "Current developments such as alternative engine concepts or increased efficiency of our vehicles also call for answers from the designers. We find it fascinating how students approach such challenges - above and beyond the technical and regulatory requirements that the design of production cars has to meet."

As Egger explains: "Emotion as a driving force must go hand in hand with responsibility as regulator. The students' assignment was to develop esthetic approaches that reflect the new ecological, technical and social issues while also portraying an Audi as an attractive, sporty automobile. The results are of very high creative quality and provide plenty of substance for intensive discussions."

The project results have been published as a book - with commentary by Audi's chief designers. Published by Heel Verlag and titled Audi Design Projekt, the book is available at booksellers for €29.90.

 

 

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Comments (4)

 v6s_stink v6s_stink
Awesome work. I especially like the projects by Fabian Weinert and Maximilian Kandler. Fabian's is an incredible reinterpretation of a classic design and Maximilian's work is a wonderful vision of the future. It is great to see hope emerge from these dark days of German via Wisconsin design.
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April 24, 2009 4:10 am
 ShinyG ShinyG
Nice concepts, too bad Audi usually blurs them down to "popular design" to meet their marketing demands...
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April 22, 2009 2:02 pm
 fattychrisbmw fattychrisbmw
good luck to audi's future....
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April 22, 2009 1:16 pm
 Bristol411S3 Bristol411S3
I love that Sport Quattro rebirth!
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April 22, 2009 1:07 pm