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June 4, 2003 - First year Vehicle Design students at London's Royal College of Art have recently participated in a design project sponsored by ED2, the Toyota Europe Design Studio.
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Toyota has a strong heritage in the SUV market, pioneering in Europe with the RAV 4, one of the first 'soft roaders', and one of the best-sellers today. The Toyota Landcruiser is the world's best-selling SUV, and now in it's 50th year. Beginning in November 2002, the project set the challenge for the students to define the future of the SUV, specifically for the Y-generation, and analyse Toyota’s new brand philosophy, "Vibrant-Clarity".
Initially the students developed their thought through team-work which looked into future trends including sustainability, technology and social change. In early December at a project review with the Toyota designers, the students presented their ideas as multimedia film presentations. This set the context for their design studies, which developed their designs individually within this framework. Each student was encouraged to develop experimental design solutions, which went beyond simple analysis and re-styling of existing products. This produced a great variety of solutions with the students looking at new materials and technology, new interior concepts and realising their designs as prototypes or visual representations.
The project concluded with the final presentation review and exhibition in the galleries of the Royal College of Art in early April.
David Beasley presented 'hi' (human interface), 'a personification of simplification': a soft, fun off-road vehicle with intelligent technology and simple controls.
Jussi Timonen's 'Quaoar' is a reinterpretation of 'vibrant vlarity' combining sport, utility, functionality and ultimately a fun driving experience. The visual design is based on unique packaging, including exterior, interior, chassis, power-trinwheel units and FCEV-technology. The digital model was presented using Opticore Realizer software, allowing the model to be rotated, underlying structure to be displayed, and doors, hatches and seats to be moved in real time.
Alvaro Del Campo presented 'One Shape', with the emphasis on simple, clear forms, each element driven by it's function.
'Pulse' by Dimitri Zacharopoulos, reflects the 'alive and active attittude of both male and female Generation Y'. For use in urban terrain, the vehicle is a compact and friendly SUV, evolved to sustain it's position in a demanding society.
Serge Porcher's 'Zip' seeks to combine the individual freedom of it's driver with social acceptance. Soft fabric panels reduce the force of impact, and create a smooth and unthreatening character. The graphic seperation of the panels by a zipper is inspired by the pure graphics of Japanese characters.
Under the theme "Crush the earth lightly", Thomas Eaton, Benjamin Walsh and Viktor Holmqvist presented an exterior and interior concept that seeks to be simple and sophisticated, soothing and exciting, low tech and high tech. Their interpretation of 'Vibrant Clarity' is about crafting controlled contradictions: a rugged and sensitive vehicle which provides everyday adventure.
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