Currently on display at
the Turin Automotive Museum are the results of a project by the Student's
of the Institute of Art & Advanced Design (IAAD) Transportation Design
course, which offers their interpretation of a future luxury Lancia.
The project, sponsored by
Fiat Auto Advanced Design, is known as 'Lancia HPE: A New Concept in Luxury'.
The exhibition which includes individual history research and concept tables,
drafts, renderings by hand and digital as well as a projection by multimedia
CD summarising the whole project.
The exhibition runs daily
until 31st August 2003.
BRIEF: LANCIA PROJECT HPE
Study of a new concept of
Lancia automobile that takes shape starting from the interior design through
which it is possible to perceive a new concept of luxury meant as union
between estetics and etics. The revisitation in modern key of the
elegance concept through simplicity, other than the possible union with
the sportivity present in some past Lancia vehicles (Lancia HPE), should
reppresent the guide lines of the project. Secondly it is important
to understand how the non displayed technology can help to improve
the quality of the past time on board of a vehicle, reducing to the minimum
the driving efforts or for the reconfigurability fo the abitacle elements.
Technology that learns to
know the people and therefore anticipate the needs or even desires, especially
to avoid that these spend time familiarizing with the technology itself.
Everything brings to define some strokes tied to the new Lancia lifestyle
and therefore foresee a world in which the vehicle but mainly the Lancia
user find a correct location.
To draw near our new luxury
to a new tendency concept, we can say that tendency is not what will remain,
but being in germ is trying to be affirmed.
Tendency is not the majority
percentage, but rather a bet on the marginal latent of a system that required
to be affirmed.
- Greater importance to the
active/passive security factor beyond the driver’s capacity/intention.
- Growing importance on
the trustability/quality on technical capacity.
- Growing technological
multidiscipline complexity of which the user has no knowledge but great
facility of use (ludic aspect tied to the femininity).
- Esthetic innovation playful
shapes, materials and colours, for example: Smart, luxury city car.
- Product life that follows
- Life quality, more comfort,
bigger flexibility, personalization.
- The car is seen as “sensorial
isle” and “protective cell”.
- Non distructive and non
pollutive car for environment.
- The esthetics respond
to transactional esthetics canons (taste concept universally accepted).
NEW LUXURY AND NEW TARGET:
Until now luxury is synonimous
of exclusion and elitarism, of costly and superfluous, esthetics without
ethics. If luxury is a concept, as such it is constructed and changes like
any other. Marketing and advertising are changing the concept of luxury
to make it more liveable to a always bigger mass of consumers, we are heading
for the mass luxury.
12 TENDENCY VALUES AND 5
- Tendency: Reduced cost,
Interiority, Balance, Sober, Recover, Taste, Necessary, Globalizing, Interconnectability,
Multifunctional, Flexibility, Continuous
- Constant: Security, Quality,
Trustability, Wellbeing, Technology
|Fabio Cimino LANCIA
The project “LIMOUSINE PLUS”
comes from the desire of a refined and cultivated client that has the pleasure
of “possessing” without exhibiting its economic possibilties, a mature
and exigent client in respect to the concept of luxury and comfort.
“LIMOUSINE PLUS” mixes italian
style and beauty with leading technology, while clean and technical strokes
and a particular architectonic shape offer new geometry in space.
The idea was that of conjugating
the typical sportivity italian idea with a new concept of luxury, meant
as “full share of the auto experience” through the interior space. The
idea of luxury from which this concept is born is that of the english living
room, afternoon parenthesis in which time is a pretext for interpersonal
relations, to share news and information, in other words put people on
the centre of a whirl through the space that rotates around them.
|Roman Kozak LANCIA
vehicle as synthesis of dynamicity, aggressivity, elegance and composure.
The exterior lines are inspired by the mythical “Stratos” underline the
strong and determined character blended to typical elements of the big
ones, on its wide glass ceiling you get a feeling of mimetism with the
|Eric Cognasso LANCIA
The three key conceptsin
which the project rotates are: luxury, sportivity and comfort. Black is
the colour of luxury and austerity it is used in the interior and there
is a gaudy recall in the body, that is where the name NERO comes from.
The vehicle is a hybrid between a crossover, coupè and a SUV. A
dynamic vehicle that does not disdain long highway trips, but neither off
road excursions, exalts the sporting emotions of the owner without renouncing
to the image that is given by the brand.
Luxury is what we are not
able to do normally, for incompatibility with other needs. This conception
of luxury is represented by an extreme coupè, where one can sleep
or carry object up to 2,70 metres long, where one can easily access to
the driving place situated very near the asphalt; a sportscar that can
be used every day in the city and during the week end. A vehicle that adapts
according to the user exigences and modifies its utilization.
|Marco Sciarpa LANCIA
In a reality that is always
more oppressing, chaotic and globalized there’s a need for a place where
to relax, a place where the self can express itself. That is how Ego is
born, a vehicle to communicate to your guests a feeling of airyness that
does not seem compatible with the concept of the automobile.
Lancia Desma expresses mainly
the concept of elegance linked to sportivity. It has a sporting character
and is distinguished from ostentatious design and from the aggressive sportivity
without compromising comfort and performance. The details are taken care
of, the stylistic elaboration is accurate.
As our lifestyle and our
culture change, also our concept of luxury has changed.
Usually luxury is given by
the materials used, but except from wood whose value remains throughout
times, the value of materials change according to fashion: gold is substituted
by titanium; plastic, thanks to Kartell or designers such as Starck and
Karim Rashid, becomes a precious object.
Harmonia is the seventh muse
in the Greek mythology reppresents the principle of connection and balance
among elements apparently in conflict between them. Harmonia, therefore
accord between different tones, point of composition and balance between
forces that tend to get away from eachother violently. From this idea the
concept of new luxury is developed, as the union of contrasting elements
such as sportivity and aggressiveness of the exterior volume in opposition
to the big interior space.
Greek name to denominate
diamond, that means invincible. From the diamond and its working, that
since always is a sign of craftsmanship and manuality, I started by searching
an exclusive vehicle that seems to be created by the clever hands of a
craftsman and not by an assembling chain.
LANCIA “EFFUSIOR” represents
a new concept of vehicle derived from the fusion of two typologies of car:
SUV and coupè, these two get together creating a car of generous
dimension (almost 3 metres long), but lightened by a slender volumeter,
characterized by elegant lines and at the same time sporting. The typical
coupè shape is put in evidence, lifting it from the ground, creating
a compromise between automobile and off-road,
|Bjoern Koop LANCIA
In the past the common opinion
of luxury was linked to something that was expensive, conservative and
unattractive. The current idea considers luxury as non innovative, as many
vehicles take the same lines of the past models. Which elements can then
characterize the new luxury? How can we make younger clients to purchase
luxury cars? What do they want and expect?
|Tae Hoon Kang LANCIA
Lancia X is developed on
the concept of “visible technology”. The “visible technology” is one of
the main characteristics for this specific meaning of new luxury. “Visible
technology” means less mechanism and more passenger space, inspired by
modern architecture, starting from building structure.