Author:佚名 Update_time:19-05-30 17:36 Hits:2903
CMF DESIGN AWARD is the first global special award dedicating to CMF (color, material, finishing, pattern).
2017 CMF DESIGN AWARD is a precedent for CMF professional awards worldwide. Many excellent enterprises such as Volkswagen, Bosch, GAC, SAIC, Hyundai, Midea, Hisense, Supor and many other companies have signed up.
2017 CMF DESIGN AWARD Awards ceremony
Ren Kelei, President of Shenzhen Design Federation, presented the award to the gold award-winning enterprises
Gold Award Works: Teramont
2017 CMF DESIGN AWARD was won by SAIC Volkswagen Teramont, the staff of the International CMF DESIGN AWARD Organizing Committee specially interviewed Gao Maosen (Chinese) of CMF design managers of SAIC Volkswagen-Volkswagen brand and Sabine Consolini (German) , two responsible People share the story behind the gold award-winning work Volkswagen Teramont.
The following is the text.
Interview
SAIC Volkswagen-CMF Design Manager of Volkswagen Brand
(Chinese)
Gao Maosen
1) What is the current situation of your CMF department? What is your key work?
Mr.Gao Maosen
Color&Trim design department of SAIC Volkswagen is founded in 1999, which includes Volkswagen team and Skoda team. There are 11 designers in our Volkswagen brand team, including 9 designers and me and my partner Ms. Sabine Consolini.
Currently the key responsibility of our Volkswagen brand Color&Trim department is to design and develop the color and materials of exterior and interior for all the Volkswagen brand cars of SAIC Volkswagen, according to the special needs of Chinese market. There are three parts of our work.
First, Chinese market is different from European market, so we will develop special Color&Trim design on our local models for Chinese market. We will make the Color&Trim research in China to understand the special Chinese needs for Color&Trim design .For example, European customers prefer fabric seat while Chinese customers prefer leather seat. European customers prefer silver and grey exterior color while Chinese customers prefer white and brown exterior color. At the same time, Chinese market changes very fast with upgrade which is a big difference from European market. Chinese customer is also changing from “following others” to “buy for myself”.
An all-brown interior developed for Chinese consumers is extremely rare in Europe
Second, according to the result of Color&Trim research, we will start to make the Color&Trim design for our models, including exterior color design, interior color design, exterior and interior grain design, fabric and leather design for seat, wood/metal/paint/chrome design for decoration parts.
All new Lavida is a new model for SAIC Volkswagen. There is upgrade for the platform and we also made upgrade for Color&Trim design. We develop a new color called Native purple, a color between purple and grey, which we developed special for Chinese customer. From our Color&Trim research, we found customers of A segment prefer colorful color. However, they will choose some natural colors for safe when they buy the car. This native purple meets the needs of customer for colorful colors and it’s not so exaggerated, which is suitable for different occasions.
About interior, we developed a new gradient decoration part with glossy black and brushed metal effect for customers who pursue individuality. This kind of gradient part is very difficult for IMD process and we met lots of problems. But finally we are successful and bring modern and fashion feeling for Lavida.
Third, after the Color&Trim design of a model is confirmed by our company, we start the work to make color and grain definition. Meanwhile, we will make the design muster plate and production muster plate.
Mr. Gao Maosen:
I learnt about the International CMF Design Award from my friend’s sharing on WeChat last September, and then got more relevant information from the public account of CMF Design Awards as well as other channels.
Mr. Gao Maosen:
CMF Design is in a kind of fast growing period. CMF Design is getting more and more attention. People not only pay attention to the shape design, but also pay more attention to color and material. Therefore, the CMF industry needs a kind of big event to promote the development.
Last year's CMF Design Award brought together many professional judges from both domestic and abroad, the top enterprises and entries from the industry participated in this grand ceremony.
I believe it’s an excellent opportunity to communicate with other CMF talents through participating in this award competition. And we can promote the development of CMF design together.
Mr. Gao Maosen:
Our Color&Trim design of SAIC Volkswagen pays more attention to design quality. Volkswagen is a brand with big sale volume. Our Color&Trim design needs to meet the preferences of most consumers. So our Color&Trim design does not pursue exaggerated effect, but will focus on design highlight on the basis of design quality, to lead the design trend. Teramont is the first full-size seven-seats flagship SUV of SAIC Volkswagen, which was launched in March 2017.
We focus on Emotional Design, and "Strong Ambition" is our Color&Trim design concept. Before the development, we went to 5 cities in China for a three-week market research and consumer interviews. Finally, we have determined the special preference of Chinese consumers for the Color&Trim design of full-size SUV.
We have developed eight exterior colors. The two communication colors "Velvet brown" and "Icelandic silver" are our main colors, presenting the powerful characteristics of Teramont. "Velvet brown" has the flowing effect. When sunlight is sufficient, it can appear the brown color with champagne metallic particle. When the sunlight is not sufficient, it appears brown and grey color.
The flowing effect also fits the SUV's suitability for different occasions. "Icelandic silver" is also a flowing color that can be seen in champagne and gold grey in different sunlight. "Icelandic silver" has led the market. Now we can see more and more brands adopting this kind of champagne color with flowing effect.
About interior, high-grade NAPPA leather is selected with high quality and top grade, derived from the Bavaria cowhide, with 12 processes, provide excellent tactile experience. For interior color, we have developed the whole brown interior special for the Chinese market. The whole brown interior becomes the representative color of SAIC Volkswagen model and leads the trend. In addition, we also developed the interior color of royal red with grey for some personalized consumers, which has a strong sensory impact. For decoration, we selected the European Olive Ash wood. After the color development for half year, we made a grey color can fit the interior more harmonious.
All of these together contribute a good CMF design quality perfectly.
5) Will you participate in the second international CMF Design Award? Would you like deliver any messages and wishes?
Mr. Gao Maosen:
Our SAIC Volkswagen Teramont won the gold award in the first CMF DESIGN AWARD, which was a great recognition of this model, and it will also be an motivation for our CMF design and development of subsequent models.
We have enhanced the communication with top industry experts and peers, which encourages us to participate in the second CMF DESIGN AWARD again.
We wish the second CMF DESIGN AWARD can continue the scale and form of the first session and play a greater role in the industry. We sincerely wish the second CMF DESIGN AWARD a great success and play a greater influence!
Interview
SAIC Volkswagen-CMF Design Manager of Volkswagen Brand
(German)
Ms. Sabine Consolini
1) What is the current situation of your company’s CMF department? What is your key work?
Ms. Sabine Consolini:
Color&Trim Design team of SAIC Volkswagen established in 1999. Now there are Volkswagen brand team and Skoda brand team. Our Volkswagen brand team has the man power of 11 persons, but it's continuously evolving, growing and soon we will add a new member to our professional crew. Our team members graduate mainly from industrial design universities here in China and are mostly chosen from internship programs offered by SVW to new talents. We are based in Anting, the heart of automotive Industry in Shanghai. Each person of our department brings individual creative skills, cultural backgrounds and a strong „team-oriented“ attitude.
The general structure takes into consideration the several competences of each team member, which helps to grow and evolve in each sector more in detail.
No matter how big or small a team is, a clear task and workforce management is always a core component of a seamless and effective workflow. For this reason we have 2 persons specialized in Fabrics, 3 for Leather and Trim colours and grain, 2 for Decor parts, 1 for exterior colours and 1 person for production processes & Quality.
Me and my partner Gao Maosen, are in charge of Management and Team leading tasks. According to the Company policy of VW, every Manager in China should have a European partner to guarantee the most efficient communication with Europe. This helps to understand both cultures, grow closer together and evolve the Company and products more globally.
In addition to the core responsibilities of the several materials, all team members are in charge of an own car model and project. Some are specialized and familiar with our products of the A-segment, others are operating mostly in the B or C-segments.
To maintain motivation and personal challenges we adapt the Projects and workforce organisation frequently together with our designers. This is very important to always ensure the maximum passion of people and innovation of results. Changing from time to time the focus and attention to other customer clusters and needs, helps to grow and evolve the creative potential. To study and understand to “WHO” we are selling our cars and “WHY” is the base of our work. Well positioned and market-oriented products are more worthy for our clients, but reduce also the workload for our designers. Once we know customer requirements, we can concentrate on the absolutely necessary cluster to focus on. Volkswagen is changing and addresses his attention more and more towards people who use our cars.
It’s not about how big their cars are, it’s more about how big their lives are. From driver, to owner and finally to user is the evolution of the automotive industry. Customers are replacing the idea of performance and power with well being and an enjoyable travel. This revolution and change also influences step by step the attention received internally.
Haptic feedbacks and harmonious environments grow in their importance and find more frequently their place on company agendas. The symbiosis of advanced technologies, the best quality and a user-friendly and user-oriented design is the key to success.
2) How did you learn about the international CMF Design Award.
Ms. Sabine Consolini:
The event was introduced to me by my colleagues. Unfortunately, the whole CMF communication is in Chinese and there are no direct channels and platforms for international designers in China.
Committee Of International CMF Design Award
This year we will increase bilingual communication and make awards more international.
3) Why did you participate in this Award competition?
Ms. Sabine Consolini:
The CMF Design Award was introduced and launched for the first time to the audience and gives a special honour to the sensorial and aesthetic design of products.
CMF is until now an underrated and sometimes marginally treated component of good design. But facing the overcrowded and fast changing market full of hundreds of brands and products, the visual and haptic design is more important than before.
We can’t be outstanding and catch the attention of customers only through functionality and shapes any more.
To participate as an automotive OEM gives a clear statement of the new mind set of SVW Brand.
We do have amazing products and a high level of quality, but we are also focusing on the best colours, materials and exciting haptic at the same time. Winning this Award gives credit to our effort and sparks our passion to new challenges. We are very proud and grateful and the award itself has a special place in our office.
Ms. Sabine Consolini:
We participated with one of our most important and high selling products, the „Teramont“. The Teramont is the first full size SUV of SAIC Volkswagen launched on the market in 2017. The SUV segment grows in his importance especially in China and evolves in his versatility of offers. The Teramont is the new flagship SUV for Volkswagen and the twin sister of the Volkswagen Atlas in America. The car stands on the MQB platform and is positioned between the Tiguan L and the Touareg. The interior offers a big space and is large enough for customer needs.
The Teramont has 8 exterior colours .“Velvet brown” and “silver leaf” are the communication colours of the car and became the absolute stars of our colour range. The choice of all CMF parts are a result of a very intense and customer focused research travel of 19 days in several major cities, as Beijing, Shanghai or Chengdu, in China. Project lead and design is together with our decor, fabric and paint specialists a small team of designers created the concept of high quality materials and luxury and brought it into production. This award is a tribute to the whole team work, and to everyone’s passion and patience even in tough moments.
The “velvet brown” exterior colour, luxurious and powerful, replaces black as the iconic colour of premium vehicles. Costumers love it and it shows that the perception and taste of costumers is continuously changing. The physical appearance of a colour is the most critical aspect to get the approval on the market, but there are also many other aspects like costs, feasibility for production and processes, longevity and repairability.
For the interior we have 3 outstanding colour combinations, different from each other for different kind of customers and needs. We have black, dark indium grey, nature brown, dark royal red and a bright beige colour, called ceramic.
One of our highlights of the car is the real wood “olive ash” décor in 2 different colours. For Design, Marketing and Sales, was very important to offer a high luxury and premium looking material. Here you can see how important is story telling in our job! Designers should focus more in the future on which materials they use and where do they come from. This real wood with a significant wave structure and rough wooden surface gives customers the atmosphere of a tailor made and retailed product. “Olive Ash Wood” is offered in 2 different colours, grey and brown which matches to the interior combinations. The result is great, but it was not easy during the development. Usually wood has not a natural grey tone and of course not the right nuance which could match to the chosen interior. 7 loops of fine tuning were necessary to reach the right colour balance between light and dark, feasibility for production and light resistance for UV to ensure a long lasting beauty for our costumers.
5) Will you participate in the second international CMF Design Award? Would you like deliver any messages and wishes?
Ms. Sabine Consolini:
I think the first edition was a big success for everyone and first step to bring closer the whole community of creators and developers. To share, showcase and learn from each other is fundamental to keep updated with the latest trends and materials. Suppliers can use this platform to get in touch with designers directly. It’s a beginning and can evolve in the following years. I think what was missing is the international aspect. Its a changing era of global thinking, intercultural exchanges and market expansions. Boundaries are melting and trends are less and less localized on one single culture and country. I wish the Chinese CMF community could interact more with foreign companies, trend analysts and experts.
You ask if we participate again? Why not? Maybe. For sure it’s a great opportunity to enlarge our focus over the horizon of automotive design and for SVW to demonstrate the importance we give on good and well curated design. Our daily job!
About CMF DESIGN AWARD
CMF DESIGN AWARD is the first global special award dedicating to CMF (color, material, finishing, pattern), which aims to promote people's awareness of CMF design, to improve people's recognition and attention to CMF design, and to think commonly about the innovative value, social value, humanistic value and commercial value of CMF design.
For designers, the CMF DESIGN AWARD is an upgrade of professional level and career; for enterprises, the CMF DESIGN AWARD is a proof of quality and R & D strength, and a guarantee of design quality recognized by the media.
CMF DESIGN AWARD is evaluated by the judges of the world's famous experts from design, industry and research institutions. It will be a design feast, a unique marketing tool, and have more value to be explored by the participants.
Candidacy
The products, designed and developed by global manufacturers and designers in the color, materials, molding process, surface treatment, pattern texture, five senses and other elements related to CMF design，CMF innovation, mass-producible and achievability, can be registered.
The marketing time of the participated products cannot exceed 3 years (Which means the regular registration date couldn’t exceed 3 years since the product launch date). The number of products that registered by each participant/enterprise is not limited.
Scope of Participation
automobile, home appliances, home furnishings, mobile / consumer electronics, clothing, packaging, cosmetics, shoes, hats, bags, medical devices, robots, intelligent hardware, aircraft, ships, trains & high-speed rail, jewelry, toys, gifts, traditional crafts, lighting, textiles, baby products, sports / outdoor products, game hardware / virtual reality technology products、building / interior space, etc.
Evaluation Criteria
A panel of distinguished experts from design, industry and research institutes around the world will review each participation works fairly and rigorously.
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Award Winning Service
The award is a fantastic start.
Award Committee provides the winners with a follow-up service that maximizes publicity and promotes the award-winning design to be the focus of all circles.
1.Online Display——The winning works will be displayed online via the official website of CMF DESIGN AWARD.
2.Trademark Authorization——The winning works are authorized to use the uniform trademark of the CMF DESIGN AWARD.
3.Awards Ceremony——The winning team or individuals will be invited to participate the CMF DESIGN AWARD Ceremony.
4.Product Exhibition——The awarded works will be exhibited at the International CMF Design Conference.
5.Unified Promotion Video——The International CMF Design Award Organizing Committee will uniformly produce promotional videos for each winning work.
6.Subsequent Application Preferential Policy——The award-winning team or individuals will gain a certain preferential treatment in next session of award application.
7.Media Services——After winning the CMF DESIGN AWARD, the work will gain more media exposure and attract more media attention. CMF DESIGN AWARD Committee will leverage the cooperation medias to provide winning work with more media exposure and attentions.
The Organizing Committee of the CMF DESIGN AWARD will contact the selected enterprises / individuals according to the preliminary evaluation results of the judges, and the candidates will send the prototype to the undertaker (if the size of the prototype is too large, the components / functional models that accurately reflect the CMF design of the product can be submitted), and the judges will conduct the on-site final evaluation.
With the principle of fairness, impartiality and openness, the Organizing Committee of the CMF DESIGN AWARD will publish the competition schedule and final award results in the official website, official platform and relevant communication platform.
ORGANIZATION (ranking in no order)
ORGANIZER
Organizing Committee of CMF DESIGN AWARD
ORIGINATING INSTITUTION
International Committee of CMF Design Conference
CMF Design Organizations
Guangzhou Design Week
Shenzhen Samy Design Research Co., Ltd.
UNDERTAKING AGENCY
Shenzhen Samy Design Research Co., Ltd.
CMF Design Organizations
SUPPORT ORGANIZATION
Guangdong Industrial Design Association
Shenzhen Design Federation
Guangdong Industrial Design Innovation Service Union
Guangzhou Industrial Design Promotion Association
Academy of Arts & Design of Tsinghua University
Wuhan University
Huazhong University of Science and Technology
School of Industrial Design of Nanjing University of the Arts
School of Art and Design of Wuhan University of Technology,
School of Design of Jiangnan University
School of Industrial Design of Guangzhou Academy of Fine Art
Research Center of Color Design of Beijing Institute of Fashion Technology
School of Design and Arts of Beijing Institute of Technology
Chengdu University College Of Chinese & Asean Arts
Kapok Design Award China
Swedish NCS Natural Color
Science and Technology Commission for ACMT Materials
PIMA-CN China Powder Injection Molding Union
Shenzhen Association for Vacuum Industry
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Note: the organizing committee has the right of final interpretation and judgment for this activity. If there is any dispute over works, you can call the organizing committee to report it, and provide corresponding evidence as evidence (such as relevant documents of plagiarized works). Once verified, the qualification, certificate and trophy of the winner will be cancelled.
