Experimental Luxury
Abstract |
Inspiration |
Method |
Result
| Presentation Video
Abstract
What do we crave for if we have everything? We always want what we can’t have. Experimental luxury goes beyond what the masses want and considers another level of satisfaction and pleasure derived from pleasing our real inner desires. Experimental luxury is a paradox of luxury. This project investigates how a vehicle could experiment with these ideas, offering a truly unique take on the luxury motor car.
Inspiration
In Feb 2010 I began an internship at Aston Martin Lagonda. Here I was closely involved with the automotive High Luxury Sector. This prompted me to ask questions.
Today there are an increasing number of luxury brands. The line between luxury and standard is becoming somewhat blurred. My initial ideas for this project began with a question. How powerful is “brand” in communicating the luxurious quality of a product? Is luxury about the product or about the idea around the product? I began to consider some of the more alternative products that we have come to regard as luxury in one way or another and another question arose; What is luxury? It is intriguing to consider some of the things we regard as “luxury”.
Method
Luxury has become different things to different people. In the HLS many customers want more. They are not driven by monetary influence. This was shown when many customers buying the £1.3 million One 77 car showed as much interest in the alternative £30 000 Cygent city car. The Cygent was new, it was a surprise and it was fun. HLS customers don’t want what we already have. The idea of an alternative luxury brand such as Lagonda is an excellent way to investigate alternatives in luxury motoring. This was the beginning of my research into a Lagonda concept that was an alternative to traditional luxury motoring. A project that would push the boundaries of what we perceive as luxury. The concept would be an expression of an alternative luxury vehicle. The theme would be “experimental luxury”.
Extensive research was carried out into the market and society. The story of luxury since the industrial revolution was mapped out in order to gain and understanding of where it may lead next. All of this was used to help generate ideas of what and experimental luxury vehicle may look like. Ideas and were sketched and honed to a direct theme. Experimental luxury, attempting to make the user feel he is getting something personal, and exciting. A vehicle that from the outside is very dark and mysterious, but once inside you are surrounded by technology honed and tailored by each user, tweaking the settings as a skilled sailor would his sails.
Result
The result I have presented in the form of a model and visualisation of a large elegant car is a visual representation of a theory. This theory is based on research and investigation into luxury and society and how this relates to luxury motoring. The vehicle is a representation of how luxury vehicle could take on a whole new meaning. While the vehicle suggests certain technological innovation, I am not attempting to suggest that all of these features would work perfectly in reality. Instead I am trying to tell a story based on what could be in the future. I want people to look at this vehicle and ask questions. I want people to be intrigued, annoyed, mystified and inspired. In many ways this vehicle encourages the user to work for their luxury, to develop with the vehicle, to learn and to find a new experience every time they use it. If we could have everything we would want for nothing. People who buy luxury products have so much. This vehicle makes them always want more by giving less. In short, where everyone can have so much perhaps the ultimate luxury in the future will be having less. Ultimate luxury could come in the form of a pure and honest product that is only seen by a handful of people. To conclude this project aims to provide an alternative take on luxury motoring from both a physical and social point of view. By doing this I hope that it can inspire others to consider alternatives to what has existed for the past 100 years.