REFLECTIVE REPORT DECEMBER 2014
CONTENTS 01 About Aston Martin
12 Inspiration
02 Evolution of an Icon
13 Concept Sketches
03 Model Range
14 Concept Sketches
04 Project Aims and Objectives
15 Concept Sketches
05 Initial Research
16 Conclusion
06 Further Research
17 Bibliography
07 Advanced Research
18 Bibliography
08 Related Research - Burberry
19 Bibliography
09 Definitions
20 Bibliography
10 Speedo
21 Appendix
11 Moodboard - Luxury
ABOUT ASTON MARTIN “The very essence of Aston Martin is something you feel each time you look at one of our cars. It sweeps over you on every unforgettable drive. Powerful, exhilarating and precise yet timelessly elegant and sophisticated; our cars blend iconic design, exceptional engineering and unrivalled craftsmanship to create an unforgettable, emotional experience. Each car is the essence of Power, Beauty and Soul.” (Aston Martin 2014)
Fig 1-2 Aston Martin 2014 Available from: astonmartin.com Aston Martin has been used in eleven James Bond films and has touched nearly fifty years of cinema history.
The Thrill of Competition. “Racing is the lifeblood of Aston Martin. From a motorsport debut at the French GP in 1923 to the DBR1’s famous Le Mans 24 hour race victory in 1959, this formidable arena has always been our passion. Inspired by the great victories of drivers such as Sir Stirling Moss at the Nürburgring 1000km or Roy Salvadori at Le Mans, Aston Martin continues to strive for success. That determination can be seen and heard at racetracks across the world as Aston Martin racing cars fight for victory at the fearsome Nürburgring, Le Mans and countless other circuits across the globe, from club level right up to the prestigious World Endurance Championships.” (Aston Martin 2014) Birth of a Legand. In the automotive world, Aston Martin is known to be truly unique. Its impressive, rich history is what shapes Aston Martin to be what it is now. It all started in 1913, Lionel Matin and Robert Bamford engineered their first car from scrap in a garage and had the vision to “ultimately lead to a kick in the luxury auto-market’s groin.” (Autoevolution 2008-2014) The company was names Aston Martin in 1914, and this was inspired by Lionel’s success at the Aston Hill Climb in Buckinghamshire. “Competition has always been in our blood. Since those pioneering days, Aston Martin has become an iconic brand synonymous with hand-crafted luxury, peerless beauty, incredible performance and international motorsport glory.” (Aston Martin 2014) 1
EVOLUTION OF AN ICON Fig 3-12 Aston Martin 2014 Available from: astonmartin.com
1921-26
1939
1972
1927
1930
1950
1984
1932
1971
2003 - Current
1927, the original Aston Martin ‘AM’ Logo was totally transformed with an iconic wings badge and the Aston Martin name immersed within. The various design changes made to the wings incorporated in the logo, has allowed Aston Martin to express their beauty and provenance.
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MODEL RANGE VANQUISH
DB9
VANQUISH VOLANTE
DB9 VOLANTE
V12 VANTAGE ROADSTER
V8 VANTAGE S
V8 VANTAGE ROADSTER
VANTAGE N430
VANQUISH CARBON EDITION
RAPIDE S
DB9 CARBON EDITION
V12 VANTAGE S
V8 VANTAGE S ROADSTER
V8 VANTAGE
DP - 100
Fig 13-27 Aston Martin 2014 Available from: astonmartin.com
DB9 Volante was chosen as the design is intended to be for a tourer and a sports car. DB9 Volante fit perfectly between the two ranges. It is a perfectly proportioned two door car that would best fit the proposed design.
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PROJECT AIMS The aim of this design should focus on complimenting rather than replacing leather as an interior material and should communicate ‘Lightweight’ and ‘Sport’ elements without compromising luxury. Ensure the material used has some sort of texture to it. The elegance within the interior will be achieved through the material. The design will inspire confidence and will be about provenance.
PROJECT OBJECTIVES Investigate what lightweight materials is. Research into authentic and intrinsic material. See how the design could be related to other parts of the vehicle. Try to establish how colour and combination can to bring out a ‘luxury’ aspect. Research into safety and practicality of materials. Ensuring that the material used is comfortable for the driver. Look for Inspiration which will come from outside the automotive industry. Style, emotion and durability will be considered.
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INITIAL RESEARCH Day one of the project consisted of collecting random images of various different materials and fabrics. The reason behind doing this what to find a pattern, shape, design or fabric that was inspiring.
Fig 30. Amazon 2014 Available from: amazon.com Fig 28 Sefelt 2014 Available from: sefelt.com
Fig 29. Google 2014 Available from: google.co.uk
Fig 31. Wiggle 2014 Available from: wiggle.co.uk
“Lycra fibre is a man-made elastin fibre. Never used alone, but always blended with other fibres, it has unique stretch and recovery properties. Lycra fibre adds comfort, fit, shape retention, durability and freedom of movement. This is achieved thanks to the unique properties of the fibre, which can be stretched up to seven times its initial length before springing back to the original position once tension is released.” (Lycra 2014)
“Denim is a woven fabric commonly made with a blue cotton warp yarn and a white cotton filling yarn. When it was first designed, denim was primarily used to make work clothes and tough clothing like overalls, but today it is used for everything from purses and skirts to denim jackets and other fashionable clothes. Denim is so popular in the twenty-first century that you can hardly walk into a store without seeing it on racks and displays.” (Quality Logo Products 2014)
“High Density Polyethylene (HDPE) is used to make bottles for fruit juice, milk, water, kitchen cleansing products and even dust bins including recycling bins. It has been used in recent years for garden furniture and recycling bins as it resists the weather and can be cleaned very easily. It is lightweight which means bins made from this material can be handled and transported very easily. It is an ideal material for the injection moulding process making it suitable Fig 34. Luisaviaroma 2014 Fig 32. DIOD Glass 2014 Fig 33. (momeld - modern living | modern design,2008) for batch and continuous production. Available from: Luisaviaroma.com Available from: ikea.com Available from: ikea.com It has the following properties: Stiffness, strength, toughness, resisAnalysis tance to chemicals and moisture, perAfter looking at many images, the swimwear design was the most inspiring. The precise meability to gas, ease of processing, cut, pattern and definition creates a clean, luxury looking product. The material used for and ease of forming.” (Technology swimwear is lycra and polyester. Student 2014) 5
FURTHER RESEARCH The Aston Martin Ultimate Car Cover is made from knitted polyester.
Polyester is very durable. It is resistant to most chemicals, stretching and shrinking and wrinkle resistant.
Can be easily washed and dried and is resistant to stains.
Strength and tencity.
It is extremely quick to dry.
It is weather resistant and allows air to penetrate.
Polyester. Good at retaining its shape. When the material is stretched over an object, it material does not distort, it stays consistant however much you stretch it.
It’s about feeling comfortable and happy.
Polyester does not stretch as much as lycra. If fits well over an object and resists bagging.
It is extremely quick to dry. Polyester is an extremely strong fabric and contains strong fibers. (Whatispolyester 2014)
Analysis Further research into the material ‘polyester’, which is used to make swimsuits, has brought forward many positive points. Swimmers including professionals need to be able to swim as fast as they can and therefore the fabric that is used to make the swimsuit that they wear needs to be extremely lightweight and sport. They also need to ensure that the swimsuit that they wear has a tight yet comfortable fit to resist bagging. 6
ADVANCED RESEARCH Fig 36. Google 2014 Available from: google.co.uk Using polyester fabric along with leather for the seat design is the concept for the design. Further research into the interior trims is required such as stitching. The research for this material would be in relation to ‘sport.’
Koosh Ball – This is a soft ball made of rubber thread that is attached to the centre. The rubber threads are very stretchy and are aimed for kids. However, the threads are slightly thick to use for the stitching on the seat and it can get dirty easily, therefore, this material would not be suitable. Fig 35. Google 2014 Available from: google.co.uk
Using fishing rubber thread for the stitching on the seat will ensure that once the driver is sat on the seat, it will a slight grip in order to prevent the driver from moving side to side whilst driving. This material adds to the texture aspect that Aston Martin is looking for. It is also a lightweight, smooth, strong and tear resistant material to use. 7
RELATED RESEARCH - BURBERRY Burberry – A Distinctive Global Luxury Brand. Companies core values – Protect, Explore and Inspire. “Founded in 1856, Burberry is a global luxury brand with a distinctive British identity. Over the decades, the brand has built a reputation for craftsmanship, innovation and design. Since the invention of gabardine by Thomas Burberry more than 150 years ago, outerwear has been at the core of the business, and remains so today – best expressed through the iconic Burberry trench coat.” (Burberry Plc. 2014)
Brand • Authentic British heritage, a rich association with history and culture • Globally recognised icons, including the trench coach, trademark check and Equestrian Knight Device. • Key attributes of craftsmanship, innovation and design. • Appeal across genders and generations. (Burberry Plc. 2014)
Fig 37 - 39. On Burberry... 2014 Available from: brand-burberry.wordpress.com
Imagery “The brand supports a relatively strong image that is synonymous with quality, style and elegance. Beautiful craftsmanship is contrasted with form and function, the brand appeals to people who appreciate the British clean, smart and timeless classic style. It exudes sophistication and elegance, and at the same time, maintains modern edginess and British sensibility. However, it is also associated with being old and boring among the y0unger target market.” (On Burberry… 2011)
There is great provenance behind most luxury brands. It usually has a long history behind the brand and therefore the brands heritage and culture are vital points when considering luxury brands. It is also a lot about how carefully luxury products are crafted and produced with a lot of thought process, research, and craftsmanship behind everything. Luxury brands always seem to be strengthening and extending the brand through product and marketing excellence. 8
DEFINITION Soul - A person’s moral or emotional nature or sense of identity
Icon - A person or thing regarded as a representative symbol or as worthy of veneration.
Luxury - A state of great comfort or elegance, especially when involving great expense:
Authentic - Of undisputed origin and not a copy; genuine
Exquisite - Extremely beautiful and delicate
Craftsmanship - he quality of design and work shown in something made by hand; artistry
Finesse - Impressive delicacy and skill.
Aston Martin Lightweight - Of thin material or build and weighing less than average.
Intrinsic Belonging naturally; essential:
Elegance - The quality of being graceful and stylish in appearance or manner
Beauty - A combination of qualities, such as shape, colour, or form, that pleases the aestheticsenses, especially the sight.
Ethos - The characteristic spirit of a culture, era, or community as manifested in its attitudes and aspirations Bespoke - (Of goods, especially clothing) made to order.
Heritage - Valued objects and qualities such as historic buildings and cultural traditions that have been passed down from previous generations.
(Oxford Dictionaries 2014) 9
SPEEDO Speedo is known to be the world’s leading swimwear brand. Speedo products are about performance, comfort and style for anyone that enters the water. It is always building on its true base and using high-tech materials and technology to ensure their innovative products provide speed. (Speedo USA 2014) Speedo introduced the world’s first non-wool swimsuit in 1928 and this is when it all began. They produced a swimsuit made of nylon fabric. (Speedo USA 2014) Fig 40. AquaGear 2014 Available from: aquagear.com
Fig 43. Amazon 2014 Available from: amazon.co.uk
“Speedo uses the most advanced materials and designs to allow everyone - from Olympic Gold Medalists, to fitness swimmers, beachgoers and children learning to swim - to reach their goals with speed.” (Speedo USA 2014) Fig 41. Goggle 2014 Available from: triuk.com
Speedo Silicon Swim Cap
Fig 42. Velemeny 2014 Available from: velemeny.com
Speedo Rift Pro Goggle
“In 1932, Australian Claire Dennis became the first swimmer to earn an Olympic Gold Medal in a Speedo suit. Today, more than 85 years later, more Olympic Gold Medals have been won in Speedo than any other brand.” (Speedo USA 2014) Speedo BioFUSE Training Fin Speedo Sandals
Fig 44. Speedo USA 2014 Available from: speedousa.com
Fig 45. Wiggle 2014 Available from: wiggle.co.uk
Fig 46. ACA Sports Web Content Team, U. 2014 Available from: acasports.co.uk
“Everything Speedo creates is an expression of form dictated by function. Every detail, every line, every color has a purpose.” (Speedo USA 2014)
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MOODBOARD - LUXURY Fig 47. 2luxury2 2014 Available from: 2luxury2.com
Out of these four images, the obvious aspects spotted instantly were pattern, texture and colour. Fig 50. Camalen 2014 Available from: camalen.com
Fig 48. Thed2life Available from: thed2life.com
Fig 49. Materials and Sources 2014 Available from: materialsandsources.com
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INSPIRATION The inspiration for the seat design for Aston Martin came from swimwear designed by Speedo. Its clear-cut, defined products are designed to reduce drag. The concept is about provenance, maximising efficiency and inspiring confidence as a result. Defined patterns, stitching, shapes and craftsmanship is what is needs to be incorporated into the new design; something that adds more depth, safety and an unforgettable experience for the driver! Fig 57. Wiggle 2014 Available from: wiggle. co.uk
Fig 54. SWIM WEAR SALE 2013 Available from: maynos.com
Fig 55. Wiggle 2014 Available from: wiggle. co.uk
Fig 56. Bikyle 2014 Available from: bikyle. com
Fig 60. D2supholstery 2014 Available from: d2supholstery.co.uk
Fig 58-59. Aston Martin 2014 Available from: astonmartin.com
Fig 61. NELSON, A. and NELSON, A. (2011)Available from: knstrct.com
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CONCEPT SKETCHES
Quick initial sketches of how a swimsuit design could be incorporated within a seat of an Aston Martin. Sketches are of Fig 51. Author’s Own Drawing various different swimsuits just to get a Nov 2014 feel of how it would fit within. 13
CONCEPT SKETCHES
Further concept sketches were carried out. Defined patterns, contour and fashion couture aspects were introduced within the sketches. The design was developed further by considering how the back of the seat would be designed as well as the front. Fig 52. Author’s Own Drawing Nov 2014 14
CONCEPT SKETCHES Continued concept sketches, however this looks more into fine details such as stitching on the seat and how this can be used to relate to swimwear. Suggesting different types of stitching would bring out delicate patterns and therefore enhancing luxury within the seat design.
Fig 53. Author’s Own Drawing Nov 2014 15
CONCLUSION
The conceptual seat design for a DB9 Volante consists of lightweight, durable materials that are not used within Aston Martin to date. Both the material used within the design come from a sporty background and fashion couture. Further research into the fashion industry gave an insight into retaining body shape and contours, which are reflected within the design. The materials used compliment and work well with leather. The design ensures that leather is used along with polyester fabric along with contrasting colours to bring out pattern, elegance and luxury within the interior of the DB9 Volante. This material holds breathable properties that would provide an adaptable environment for the driving experience and give a sense of bliss. The colours that have been used within the design relate back to swimwear and this ensures that the driver has a feeling of calmness within a rich, black interior.
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Appendix Project Brief
Power Beauty Soul
Aston Martin has developed into an automotive icon, a marque synonymous with luxury, heritage and authentic craftsmanship. All of our models are, and will continue to be hand-built and bespoke, using high technology processes within a very modern environment. World leading design, exceptional engineering and extraordinary craftsmanship are central to Aston Martin’s ethos of Power, Beauty and Soul and each and every Aston Martin is an expression of this. Crafted from the finest materials, these add elegance and luxury to an interior that is supremely comfortable and rewarding to use. Renowned around the world, we enter the next decade with the promise of radical innovation and change, without losing the core qualities that make our strong, independent British brand so widely revered. During this period the Aston Martin Vantage will be undergoing a complete transformation of both the exterior styling and its use of interior soft trim materials. The Vantage sits alone as a high-performance, luxury sports car of truly iconic status and uses the finest materials to create a driver and passenger environment of exquisite finesse. Remaining at the forefront of contemporary manufacturing technologies and leather use in the automotive industry, with change on the horizon we are looking at how to we can communicate the ‘lightweight’ aspects of soft trim materials in Aston Martin sports cars whilst maintaining the luxury element associated with our leather interiors.
Submissions should focus on complimenting rather than replacing leather as an interior trim material and should communicate ‘Lightweight’ and ‘Sport’ elements without compromising luxury. Inspiration from outside of the automotive industry is strongly advised and materials should be of the highest quality and above all, unmistakably Aston Martin. Style, Emotion, Design and Durability should also be considered. Submissions should comprise of 3 A2 presentation boards which should cover; 1. Your concept and original inspiration. 2. Design development and relevance to brief 3. Show your samples and indication of use or visualisations As judged by DMU staff, the top three students will be invited to present their work at Aston Martin Headquarters in Warwickshire, and prizes for 1st, 2nd and 3rd will be awarded to students based on their concept, presentation, innovation and adherence to the brief.
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