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TRIBUNE DESIGN, CULTURE & LIFESTYLE by STYLE AND DESIGN

AIR I ND UST RY E D I T I ON 20 1 8

St yle and Design

S&D is a Leading French Design Agency specialised in Transport. S&D has both the Creative and Integrative Styling expertise that you would expect of an Agency, as well as inhouse Craftsmanship. Together this enables us to produce styling mock-ups and show products at IDR, PDR, CDR up to FAI* milestones. For many years we have built up a wealth of experience discreetly working with major customers such as Dassault Falcon Jets, Airbus Helicopters, and Zodiac Aerospace. But now the time has come to shine a spotlight on our Design2Real fast forward creative approach and Perceived Quality Monitoring. These are services for companies looking for a partner who is able, not only to look at things differently, but make things happen differently, through the development process, namely in terms of the user experience integration.

* IDR : Initial Design Review PDR : Preliminary Design Review CDR : Critical Design Review FAI : First Article Inspection

PERCEIVED QUALITY Partnering for Perceived Quality processes for the Cabin There’s no doubt that in recent years air flight safety has contributed to the development of the air industry. Air travel benefits from the lowest passenger accident rate of all methods of transport (one crash for every 1.52 million flights – please refer to the excellent database on www.plancrashinfo.com). Ladies and gentlemen, dear passengers, whichever class you are seated in, you can rest assured that high standards of safety, durability and functionality are now considered a must by all airlines and plane manufacturers. This kind of performance is actually no longer considered as a differentiating factor. On the contrary, Style and Perceived Quality can be a differentiator, as they convey the values of beauty, quality, well-being and comfort. There lies the current hiatus: “you can rest your head peacefully on your pillow”, this is maybe true… but “you will be blown away” hardly ever happens ! So although safety is now a given, we can’t say as much for the pleasure side of things which remains average - we refer here to the passenger cabin, seats, the interior layout and toilets. In other sectors, such as the automotive industry, style truly ensures a vehicle’s success. Characteristics such as maximum speed, fuel consumption and comfort are hardly differentiated amongst the competition. Only Style and Perceived Quality together are able to ensure the path to success. However, style that is not controlled can end in disaster. Perceived Quality is a subjective set of Beauty evaluation criteria that create an overall impression, by managing finish and fit, light lines, part cuttings, colours and material harmony, etc. . The air industry has long been satisfied with a certified product being in their view, synonymous with quality, mistakenly confusing – most likely for far too long – perceived quality and reliability. Nowadays, airline companies and their customers (like you and me) are questioning poorly finished cabin interiors, visible wires, unaligned stitching, old-fashioned looking styles and materials that have been utilized for decades.

And if we don’t question this now, our children will no doubt have no qualms in pointing their finger at what will be viewed by them as mediocre and not up to date. The Pandora’s box has been opened. Some aerospace equipment suppliers are taking action. The next way to differentiate will come from the ability to produce cabin layouts with innovative and mastered styling. But this cannot be done with a manual retro-fit in the workshop, volumes are too high today to depend on human craftsmanship. Only processes applied to the automobile industry and adapted to the air industry sector, will guarantee the best combination of style and engineering. In order to assist our clients and lead the way, for the last three years, STYLE & DESIGN has been developing a comprehensive service of “Integrated Style”. This is a process of support and education modules aiming to transform the development process. It will consist of the implementation of design paths, ongoing support from expert industrial designers, digital development tools, alignment between the designers and engineers, and validation of the modelling. Style & Design’s objective may seem modest but we believe it’s critical. Using our methodology of “Perceived Quality” we aim to put a stop to “Lost quality” where a product in FAI ends up a long way from the initial intended style. Quite simply, our “Perceived Quality” support can help you reach the “Expected Quality”.

ST Y L E

I N T E G R AT I V E

INTENTION

M O C K- U P

S U R FAC I N G

A DVA N C E D

CONCEPT

E RG O N O M I C

TREND

ST Y L I N G

Q UA L I T Y

A- C L ASS

INTENTION

I N T E G R AT I V E

C O LO R&T R I M

ITCM

Initial Technical C o o rd i n a t i o n

Meeting

CDR

Critical Design Review

PDR

Preliminary Design Review

IDR

advanced

intention

Initial Design Review

integrative

A C O N T I N U O U S M AS T E R I N G O F S T Y L I N G M AT U R I T Y

DRIVABILITY

MATURITY

advanced

intention

integrative

A C O N T I N U O U S M AST E R I N G O F ST Y L I N G M AT U R I T Y

STYLE&DESIGN STYLING PROCESS Keywords

Inspired by and adapted from what we do in the Automotive Industry. STYLE&DESIGN is proposing to support Airlines in Seat Styling Definition and Development. We are offering support to Airlines and Seat Suppliers in managing the technical definition and parts assembly for all visible surfaces.

FEEL

LO O K

S H A PE

T EC H N I C

FU N CT IO N NA L EXPER IEN CE

P ROD UCT E X P E R I E NC E

B R AND E X P E R I E NC E

USE R E X P E R I E NC E

THE PERCEIVED QUALITY PROCESS IS AN OBJECTIVE POINT OF VIEW ON FINAL CUSTOMER EXPERIENCE

SHAPE + LOOK = FEEL

PA S S E N G E R EXPERIENCE

SHAPE

STYLE & DESIGN

LOOK

TECHNIC

A C O N T I N U O U S M A S T E R I N G O F S T Y L I N G M AT U R I T Y

A moment...

D ES I G N STU DY

DASSAULT FA LC ON 900/2000 RE FIT

M O C K- UP B U I LDI NG

D A S S A U LT FA L C O N 5 X Perceived Quality to Jet Rémi BACHELET, Head of Department, AirCraft Specifications & Design at Dassault Aviation and Emmanuel BRION, New Program Spec Leader, comment on the most significant aviation project of 2014. TRIBUNE: THE SECOND VERSION OF THE 5X HAS A DIFFERENT MIX OF COLOURS AND MATERIALS FROM THE FIRST VERSION. WHAT WERE YOU TRYING TO ACHIEVE WITH THE DESIGN? Rémi BACHELET: We wanted to follow cultural trends. The first model had been built in conventional colours with an intimate feel that we thought was adapted to the American market. The second model, which has exactly the same cabin and shape, took on a more innovative style of colours and materials. The second version is also masculine and sporty in its design and is in our opinion more adapted to the European market.

TRIBUNE: THE FIRST VERSION MET WITH GREAT SUCCESS WHEN IT WAS PRESENTED IN THE UNITED STATES. HOW DO YOU EXPLAIN THIS WHEN IT WAS A FULL THREE YEARS IN ADVANCE OF DELIVERY? R.B.: It was a new and innovative technology programme for Dassault, particularly as concerns the cabin and fuselage, which we increased by 20 centimetres in diameter. The Falcon 5X is revolutionary because Dassault hadn’t made a change to the size of the fuselage since the launch of the Falcon 900, 30 years back. It created a real buzz about the cabin, which boasted an innovative interior and a design which was off the beaten track. We integrated a window into the ceiling of the plane’s entrance and this was particularly appreciated by our clients and the press. We are the only ones to offer it today. The passenger environment has also been modified with new, even more comfortable seating and the very latest digital interfaces. When you enter the 5X, you no longer feel like you are boarding a classic business plane. With this new project in the Falcon range which is both innovative and comfortable; Dassault Aviation has created a new generation of jet.

American counterparts advised us to be pragmatic and to choose proximity, so they advised it was better to produce the model in a place close the Dassault Aviation France site where we had created the interior design of the project. It was a great experience with STYLE&DESIGN since we managed this project side by side, learning together. In fact our last experience in producing and developing this type of model dates back to 1985 with the Falcon 900. So nobody here in the Dassault team really had any experience in the area. It worked out very well since the STYLE&DESIGN team were committed and reactive. In fact the project evolved a bit during its production which is why the model was mostly built over 3-4 months in September 2013. E.B.: STYLE&DESIGN’s added value was to rapidly find the solutions when required, despite having next to no experience in the aircraft world at the time. There was real teamwork right to the end which tied us closely to STYLE&DESIGN. In fact, the team was there for the assembly at the NBAA to help us set up the model and prepare its presentation for the event’s press conference.

Emmanuel BRION: Getting the opportunity to present the aircraft using a physical model three years before the first delivery was a real plus for Dassault. Our customers need to touch the product and understand the space that we are offering. The quality of STYLE&DESIGN’s production has really contributed to the launch of the Falcon 5X. It’s an extraordinary tool for the sales force. And thanks to its success, Dassault has decided to develop certain innovations that were originally only meant to be part of the model. TRIBUNE: DASSAULT AVIATION CALLED ON THE EXPERTISE OF STYLE&DESIGN, A FRENCH COMPANY FOR THE MANUFACTURING OF ITS TWO MODELS. WAS IT A PROJECT REQUIREMENT TO USE A FRENCH COMPANY? R.B.: The choice to work with a French company was not a condition but it made sense to choose a company that is close to our Design Office based in Saint-Cloud. A tender was issued and out of the 5 companies selected, 2 were French and 3 American. One of the American companies had already created this type of model in 1985 for the Falcon 900. However, fairly quickly our

DE S IG NDST ESUDY I G N STU DY

DASSAULT FA LC ON 900/2000 RE FIT

D A S S A U LT FA L C O N S E R V I C E A N D S & D A Te a m t o w i n

Design to cost has led the project for Dassault Falcon Service to develop in-house cabin design capabilities in order to address the pre-owned Falcon market more efficiently. By developing a cabin retrofit design line that can be delivered on a turn-key basis and which includes design expertise, STYLE&DESIGN is supporting Dassault Falcon Service in gaining market share and standing out in areas where the jet services company used to be only a small player. MARTIN MINVIELLE, MARKETING & BUSINESS DEVELOPMENT MANAGER AT DASSAULT FALCON SERVICE, COMMENTS ON THE PROJECT: “Falcons have two lives. The first one starts on delivery to its first owner and the second one begins after years of service and hundreds of flight time hours. In this case, as a Service Company for Falcon owners, we need to support the owner in switching from the classic interior design to an upgraded one of its choice. That is when we started developing an all-inclusive offer to retrofit cabins, in the most time and cost-saving way so it can all be performed during a major maintenance inspection. In order to do this, we need to appeal to new customers with a wide offer of modern and atmospheric effects as well as highly innovative cabin options”. Dassault Falcon Service’s team conducted the project management for the Falcon 900 and the Falcon 2000 private jets jointly with the STYLE&DESIGN team. Using cost-driven industrial design skills with colours & trims knowledge, along with its extensive interior engineering experience, Dassault Falcon Service were able to support and advise Falcon owners and offer the most effective and up-to-date refitting proposals for their Falcon cabin.

AIR FRANCE BUSINESS CGI Work to present new AIRFR ANCE BEST Cabin From First Class to Economy

D IG ITA L R END ER I NG - C GI

A IR FR A N C E BUSIN E SS 21

D ES I G N STU DY

OUTSIDE

ZODIAC HD31 CONCEPT High Density with Space HD31 project: an exploratory concept developed by Zodiac Seats and STYLE&DESIGN The project offers a solution on how to increase the number of passengers accommodated in the cabin of a single-aisle airliner. This is done by increasing the space between seats by 15%, giving each passenger four more inches of available leg room. HD 31 stands for High Density at 31-inch spacing. The now-patented HD31 concept was presented at the Aircraft Interiors Expo.

INSIDE

D IG ITA L R END E R I NG - C GI

ZODIAC HD 31 C ON C E P T

Z O D I A C TA K E C O N T R O L W h a t ’s t h e n ex t s te p a f te r F l a t b e d ?

The TAKE CONTROL study began with these questions: “What will the next generation of Business Class seats offer as a statement of comfort?”; “What will be passengers’ future expectations for flying comfort?”; “How can we maintain comfort levels in the journey from Home, to Car, to Lounge through to the Plane Seat?” The TAKE CONTROL Concept Seat offers a high-level of Comfort Experience to the passenger by taking an “all senses” approach to seat design. We took the opportunity to consider the flight experience as a complete journey where biological cycles are the fundamentals of conception. The Seat will offer a unique and personal comfort while flying to your destination. Cycles will vary depending if you are travelling East or West... A multitude of comfort innovations have been embedded into the seat and can be controlled using a personal tablet, which handles temperature, smell, light ambiances and entertainment.

UX ST UDY

ZODIAC TAK E C ON TROL C ON C E P T

If STYLE&DESIGN was an Airline ...

DESIGN2REAL

STYLE&DESIGN is advocating an integrated design process which combines digital and physical processes. This DESIGN2REAL process enables a more efficient design in terms of ergonomics and usability. Using a 3D development as a basis, STYLE&DESIGN builds a light physical working mock-up to test space and ergonomics. We advocate this method since it provides a fully collaborative and experiential design phase where reality feeds into the digital development. This process is fully embedded in our design intention process to ensure high quality and efficient deliverables.

D E S IGN ST UDY

OUTSIDE

H E R R I N G B O N E A N D S TA G G E R E D . . . We decided to establish our Concept on a Staggered Herringbone LOPA* in order to optimize density (on a large panel of aircrafts) and create a disruptive environment in the cabin. When entering the cabin, the first impression for the passenger will be one of a «canopy» with non-repetitive elements fitted in. The addition of unities creates an overall image. Once installed into their seat, the passenger’s perception will shift to the space being like a highly private personal cocoon.

* Layout Of Passenger Accomodation

INSIDE

CGI - I M AG ERY

Reinterpretation of a ÂŤhomelyÂť feeling for Personal Space 37

D E S IGN ST UDY

Personal space 39

D E S IGN ST UDY

Homely feeling 43

MOCK- UP B UI L D

AIRBUS HELICOPTER H160 Propeller Style

E x t e r i o r a n d I n t e r i o r s c a l e : 1 m o c k- u p

1 7 m e t e r s o f r e a l c u s t o m e r m o c k- u p 49

TRIBUNE BY STYLE&DESIGN

S I E G E S O C I A L / C O R P O R AT E H E A D Q U A R T E R S 1, rue Marie Curie 7 8 3 1 0 M A U R E PA S PA R I S , F R A N C E + 3 3 (0) 1 3 0 0 5 1 7 4 7 contact@styleanddesign.com www.styleanddesign.com PRESIDENT / CEO Olivier MEYER + 3 3 (0) 1 3 0 0 5 1 7 4 7 o l i v i e r. m e y e r @ s t y l e a n d d e s i g n . c o m

DESIGN DIRECTOR Romain CHAREYRE + 3 3 (0) 6 3 3 4 7 8 7 3 6 romain.chareyre@styleanddesign.com

PERCEIVED QUALITY MANAGER Erwin MUSEUR + 3 3 (0) 6 7 2 9 2 7 8 7 1 erwin.museur@styleanddesign.com

A E R O S PA C E K A M Nicolas MICHAUT + 3 3 (0) 6 8 6 1 7 6 7 6 1 nicolas.michaut@styleanddesign.com

Dépôts légaux : novembre 2017 ISSN 2275-0878 Imprimeur Chartrez - Groupe Tilinvest Z.A. Les Alouettes 62223 Saint Nicolas Lez Arras