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Top designer opts for simplicity, perfection
By Hu Xiaocen |
May 20, 2013, Monday
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Print Edition
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VOLKSWAGEN unveiled several new models, including the concept car CrossBlue Coupé, at the 15th Shanghai International Automobile Industry Exhibition, much to the delight of people visiting the show.
Walter Maria de Silva, head of Volkswagen Group design, was also among those putting in an appearance at the exhibition.
De Silva, 62, is one of the most renowned car designers, with more than 34 years of creative involvement in the industry. A native of Lecco, Italy, he worked with Fiat, Alfa Romeo and Audi before joining the Volkswagen team in 2007.
During his long career, de Silva has been involved in numerous landmark designs and received many awards for his accomplishments, including the 2004 award for "the most beautiful car in the world," presented in Milan for his design of the Lamborghini Murciélago Roadster.
The Italian designer took a few moments from his business schedule at the exposition to discuss with Shanghai Daily some of his design philosophy.
Q: In your opinion what makes a good design?
A: Design is about creativity and discipline, and the latter is the most critical. I've never tended to confuse freedom with creativity. Drawing a few lines on the paper is not design. Real design evolves with changes in our society and economy.
It's every designer's dream to create something beyond the constraints of time. No matter whether it's a painting, a sculpture or a cultural creation, what really matters is how it endures the passage of time. Timeless designs share a commonality that is the acceptance or popularity among the public after a period of time.
It is a very high standard, of course, because everything is changing - new technologies and trends in people's aesthetics. So, we try to do design that endures for a given period of time. But, of course, the ideal situation will be to make it timeless.
I am always opposed to "overdesign" - something too complex or excessive. Complication is not what I seek. Design is a tool to communicate with the consumer. And a simple concept works just fine for the communication.
Q: What are the messages you want to convey in your design language?
A: A combination of simplicity, utility, perfection and elegance. It shouldn't be something decorative or something to surprise the people. It ought to be a fusion of lines and surfaces that transcend time. And it also has to be a valuable and practical product for the market.
Q: The concept car CrossBlue Coupé looks nothing like any existing VW models. Does this suggest new elements in future body design?
A: The core concept of our design language is simplicity. However, you can see the different styles we adopt for different types of vehicles, like SUVs, large passenger cars and small- and medium-sized cars.
To distinguish different models, we also tend to use more specific and distinctive designs. But, in general, we have been guided by the simplicity of this design philosophy, always carrying that idea around the work.
The Volkswagen Group has some classic cars, like the Beetle, the POLO, the Golf and the Passat. The design of each of these models has iconic features.
We have always conformed to Volkswagen's design language and concept, just like Apple following its design language and philosophy.
Q: Do you think simplicity could lead to monotony, with some people seeing the body designs of Volkswagens as rather similar?
A: I'm sure you can tell a Volkswagen whenever you see one, wherever you are in the world. That's the value of design language conformity, or brand consistency if you will.
The design has been evolving with changes and upgrades. We have the characteristic horizontal lines in the body design, which is the hallmark that represents the Volkswagen culture.
About three or four years ago, we started to consolidate the new design language and aim for global consistency. Because the Volkswagen Group is an international company, we need to take responsibility in this regard.
We are the leader in the industry, not the follower. Because we believe in what we do, we are not in the hurry for brash changes.
Walter Maria de Silva, head of Volkswagen Group design, was also among those putting in an appearance at the exhibition.
De Silva, 62, is one of the most renowned car designers, with more than 34 years of creative involvement in the industry. A native of Lecco, Italy, he worked with Fiat, Alfa Romeo and Audi before joining the Volkswagen team in 2007.
During his long career, de Silva has been involved in numerous landmark designs and received many awards for his accomplishments, including the 2004 award for "the most beautiful car in the world," presented in Milan for his design of the Lamborghini Murciélago Roadster.
The Italian designer took a few moments from his business schedule at the exposition to discuss with Shanghai Daily some of his design philosophy.
Q: In your opinion what makes a good design?
A: Design is about creativity and discipline, and the latter is the most critical. I've never tended to confuse freedom with creativity. Drawing a few lines on the paper is not design. Real design evolves with changes in our society and economy.
It's every designer's dream to create something beyond the constraints of time. No matter whether it's a painting, a sculpture or a cultural creation, what really matters is how it endures the passage of time. Timeless designs share a commonality that is the acceptance or popularity among the public after a period of time.
It is a very high standard, of course, because everything is changing - new technologies and trends in people's aesthetics. So, we try to do design that endures for a given period of time. But, of course, the ideal situation will be to make it timeless.
I am always opposed to "overdesign" - something too complex or excessive. Complication is not what I seek. Design is a tool to communicate with the consumer. And a simple concept works just fine for the communication.
Q: What are the messages you want to convey in your design language?
A: A combination of simplicity, utility, perfection and elegance. It shouldn't be something decorative or something to surprise the people. It ought to be a fusion of lines and surfaces that transcend time. And it also has to be a valuable and practical product for the market.
Q: The concept car CrossBlue Coupé looks nothing like any existing VW models. Does this suggest new elements in future body design?
A: The core concept of our design language is simplicity. However, you can see the different styles we adopt for different types of vehicles, like SUVs, large passenger cars and small- and medium-sized cars.
To distinguish different models, we also tend to use more specific and distinctive designs. But, in general, we have been guided by the simplicity of this design philosophy, always carrying that idea around the work.
The Volkswagen Group has some classic cars, like the Beetle, the POLO, the Golf and the Passat. The design of each of these models has iconic features.
We have always conformed to Volkswagen's design language and concept, just like Apple following its design language and philosophy.
Q: Do you think simplicity could lead to monotony, with some people seeing the body designs of Volkswagens as rather similar?
A: I'm sure you can tell a Volkswagen whenever you see one, wherever you are in the world. That's the value of design language conformity, or brand consistency if you will.
The design has been evolving with changes and upgrades. We have the characteristic horizontal lines in the body design, which is the hallmark that represents the Volkswagen culture.
About three or four years ago, we started to consolidate the new design language and aim for global consistency. Because the Volkswagen Group is an international company, we need to take responsibility in this regard.
We are the leader in the industry, not the follower. Because we believe in what we do, we are not in the hurry for brash changes.
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