Design contests are often held by manufacturers to see what the newest crop of young designers envision for the future. Audi is no different in that respect, recently tapping into the talent pool of design students at the Munich University of Applied Sciences for their latest project with the theme, "Intelligent Emotion." As stated in the release we've posted after the jump, "The project's goal was to envision the ways that alternative forms and fuels might be employed in the future, while balancing that with the long-standing needs of individual mobility."
Eleven different concepts came out of the project, including everything from a hybrid supercar to an alternative concept for lightweight interior designs. The stated objective of the design project was "to present Audi as a sporty premium brand as well as a pioneer in technology and design." We'd have to say that based on what we see in the gallery, they have succeeded. The exteriors are instantly recognizable as Audi products, and they remain futuristic without going completely I, Robot. The concept cars are great, but it's the interiors really deserve special mention. The naked front seat looks amazing and the lounge-like interior is really clever. Check out some of the ideas in the high-res gallery below, and don't forget to read the full release after the jump.
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."
"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.