Aesthetic Design Zhu Weizi

Tengshi conference room is an inspiration school created by Tengshi to explore culture and collide with multi-field thinking. Focus on hot topics in related fields with well-known artists and elites, discuss design aesthetics, technological frontiers and industry trends, and use "new luxury to see new knowledge". The theme of this issue is "Style speaks louder than words, ways and skills of new luxury aesthetics", aiming at exploring the relationship between automobile design and products, users and brands.

Under the auspices of Liu Xiaoyong, founder of Auto Watch Media and president of Auto Watch magazine, Professor Marseille, president of Tsinghua University Academy of Fine Arts, Zhao Changjiang, chief founder of Tengshi Automobile, ALEX, designer of Tengshi D9, and friends of car owners gathered in Beijing Central Art District to have a unique exchange around design aesthetics.

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The more advanced the design, the more powerful the function.

"Design is by no means an illusory aesthetic display, but a real functional empowerment. In the design of the main torch platform of the Winter Olympics, the rotating "Snowflake" torch is like a ballerina standing on tiptoe. It is necessary to ensure the beauty and elegance of the shape, but also to ensure the consistency and stability of its movements, so as to achieve the harmony and unity of beauty, function and performance. " Professor Marseille pointed out.

Zhao Changjiang talked about his own experience from the perspective of industry and brand development: "A car must be a combination of aesthetics, function and performance. For example, the seamless design of Tengshi D9 side sliding door and the design of brake taillights up to one meter not only improve the aesthetics of the whole vehicle, but also reduce the drag coefficient and improve driving safety. "

With profound technical foundation and bold innovative design, Tengshi D9 quickly won the sales champion of new energy luxury MPV of more than 350,000, becoming the benchmark of new luxury aesthetics. Zhao Changjiang further emphasized: "Function is the foundation and the most important. Aesthetic design regardless of function is just a toy. At the same time, the internal technology also needs external aesthetic expression. Looking good is as important as using it. The two complement each other and finally form the effect of 1+ 1 > 2. "

Whether the design is beautiful or not, the user is the final judge.

Different from works of art, automobiles are large-scale industries, and more audiences' preferences need to be considered. Professor Marseille emphasized that design should ultimately serve people. In the case of meeting the user's performance requirements, the good face value will directly affect consumers' car purchase decision.

In order to accurately grasp consumers' preference for automobile aesthetics, Zhao Changjiang, as the "Chief Creative Officer", often has product-side creative discussions with users on social platforms, so he has the most say: "Technology serves products, products serve users, and users' * * * creativity in turn can provide more inspiration for automobile design. "

In creating a luxury experience, design is a key link and the first "stepping stone" to impress users. Good styling design will bring different appeal to consumers, which is not only the first factor to attract consumers' attention, but also a sharp weapon to enhance the added value of automobile products.

Inheritance and innovation, new luxury is realized in luxury.

Tengshi, as a luxury brand, has just completed its revival and transformation. Its birth has been endorsed by BYD, the leader of new energy vehicles in China, and it inherits the excellent genes of the century-old luxury brand Mercedes-Benz, and it is the best of the two. "As a new brand, Tengshi is easier to try many bold and innovative designs. To be a new energy vehicle, it is necessary to break the inherent thinking, not only for the design itself, but also for subversive cognitive changes in products and culture. " Zhao Changjiang said.

In product design, Tengshi just grasped the compatibility of classic and avant-garde. For example, ALEX said: "In order to maximize the use of the interior space, most MPVs are bloated, while Tengshi D9 breaks the tradition and creates a brand-new π-Motion family design aesthetics, which combines rational, rigorous and accurate thinking with nastic movement potential energy. For example, the large-scale use of chrome-plated diamonds to cut the shape of the air intake grille and the higher waistline make the visual effect of Tengshi D9 inherently luxurious, elegant and beautiful. "

With the arrival of the era of smart power, design will no longer think from a single function, but innovate with the expression of the whole scene and friendly and sustainable thinking mode, fully expressing the connotation of new luxury.

Finally, Professor Marseille further thought about the future car design: "Due to the inertia of thinking, the current electric car design still stays in the form of fuel cars, but just as Apple's mobile phone subverts the Nokia era, the future electric car design will definitely subvert everyone's inherent cognition, which also leaves a very promising creative space for car design."

If exquisite skills and profound foundation are regarded as the achievements of new luxury aesthetic design, then standing with users and constantly satisfying and surpassing users' pursuit and expectation of beauty is the simplest way to realize new luxury aesthetics. The complementarity of "Tao" and "science and technology" will surely make Tengshi stand at the forefront in the new era of intelligent electric, further influence the luxury car market pattern with stronger strength, set a new benchmark for industry value, and constantly add color to the brand with innovative design aesthetics and become a new luxury.

This article comes from Yi Chehao, the author of Yi Chehao, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.