Pronounced volumes, tall wheels, aggressive lines. In recent years, many new models have been featuring a strong character at all costs. A trend that, in some cases, has overlooked functionality. Thus, the ability to return to the essence of design and to precisely address the needs of the time and of the user has become the key for brands to break through.
People-oriented design
This is the case with Geely, the Chinese behemoth that has rewritten its stylistic philosophy based on several guiding principles: form always follows function, and design must start from emotions and be people-oriented and draw inspiration from culture and brand essence. “Returning to the first principles of user needs means creating resonance at both an emotional and a value level. Ours is no simple task: we must intercept most of the market’s needs and, above all, provide answers to users’ expectations, that remain unexpressed, with our ideas”, says Chen Zheng, Vice President of Geely Auto Group and Global Design Head.
A grille inspired by the waterfalls
Two manifestos were hence created to represent Geely’s design thinking: the Geely Galaxy Starshine 6 and the Geely Galaxy A7. The two vehicles offer a complete interpretation of the brand’s design cornerstones. The Geely Galaxy Starshine 6’s front end is characterised by a large, vertically-developed grille to allow greater air intake for the combustion engine’s cooling. In designing it, the creatives were inspired by the power of a waterfall and equipped it with 29 sculpted elements to create greater visual depth and plays of light that make it appear in perpetual motion.
Many references to nature
The surprises also emerge in the details. When stationary, the car’s wheels evoke stars, whilst in motion they come alive with five trails of light that, according to Geely, symbolise fortune and balance. The natural references don’t end there: the full-width LED light bar evokes the rising sun. It also employs advanced optical structures to create a distinctive tiger gaze on the front lights, conveying the vehicle’s spirit and offering emotional value beyond utility.
Large glass surfaces, lots of light from outside
For both models, the creation of the interiors drew inspiration from classical Chinese architecture with the objective of offering a spacious, comfortable and welcoming cockpit for the driver and occupants. Those of the Geely Galaxy Starshine 6 are inspired by ancient “Xuan” carriages for their comfort and the sense of spaciousness offered to passengers, emphasizing the idea of “people within scenery,” also thanks to large glazed surfaces and a panoramic roof that filters plenty of light from the outside. Speaking of space, families will be able to make full use of the 27 storage compartments scattered here and there and enjoy the seats that can count on 20 millimetres of memory foam padding.
Chinese gardens as inspiration for interiors
The Geely Galaxy A7’s interiors, instead, take inspiration from Chinese gardens and their extremely orderly organisation despite the variety of landscapes, and is capable of conveying a sensation of relaxation. The seats, made with a ten-layer padding structure with soft and supportive foam, integrate headrest speakers and are equipped with ventilation, heating, fully electric adjustments and massage functions. The designers decided to give ample space to so-called tactile feedback with the integration of physical buttons to manage the essential commands. All of these aim toward one purpose – to rebuild the deep bond between human and vehicle, to return to design’s first principles, and to restore its essential value.
(Full article in A&D no. 275)
