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january 31, 2017 - Mercedes-Benz

Design Essentials: “Creases have had their day”

The Mercedes‑Benz designers have restyled the product range with great success. The upcoming compact class generation marks the dawn of an even more rigorous implementation of “Sensual Purity”, as the “Aesthetics A” sculpture shows.

The designers at Mercedes‑Benz are reconciling tradition and modernity in designing the cars for the future. Their work centres on “Sensual Purity” as an expression of modern luxury. The #design must be beautiful and intelligent, in short, hot and cool. The Mercedes‑Benz designers apply this philosophy to create not only automobiles, but a whole world of modern luxury. Their aspiration in this context is for the company to be perceived as an international luxury brand.

The new #design idiom, aimed at creating clear forms and sensuous surfaces that stage hi-tech and arouse emotions at the same time, played a key role both in making the brand younger and in the sales success of the company. Every Mercedes‑Benz model that followed since was born from this philosophy despite having an individual character.

With the “Aesthetics A” sculpture, the #design team now presents the vision of a saloon car in the compact car segment reduced to the basic body. It also provides a clear indication of how the #design philosophy of “Sensual Purity” will be manifested in the not too distant future. The “Aesthetics A” sculpture embodies the advancement of the Mercedes‑Benz design idiom. “Form and body remain if you reduce creases and lines extremely. We have the courage to implement this purism”, says Chief #design Officer of Daimler AG, Gorden Wagener. “In combination with perfect proportions and sensuous surface #design, the coming generation of the compact class has the potential to herald a new #design era”.

Key statements:

  • The secret of the success of the current Mercedes‑Benz #design is the fusion of intelligence and emotion.
  • “Sensual Purity” - with this strategy and philosophy, Mercedes‑B enz sparked a transformation in #design whose influence reached beyond the brand itself.
  • Wagener: “Design as the fine art of omitting the extraneous: Creases have had their day”.
  • “Today, #automotive interior #design is about designing living environments. Mercedes‑Benz refers to it as designing of a ‘3rd space’ for customers, alongside the home and the workplace. Stimulating environments with a feel-good character. This also applies to the commercial vehicles”.
  • The bipolarity of traditional craftsmanship and hi-tech also forms the key focus of interior #design at Mercedes‑Benz – the vehicles embody Sensual Purity in the interior as well and set benchmarks in precision and quality.
  • In the process of the progressing digital development, the Mercedes‑Benz UX designers create connected living environments that link #people, cars, the home and the workplace.
  • The #design philosophy of “Sensual Purity” now permeates all areas of the brand, from the vehicle (cars and commercial vehicles) and the typeface to the showroom.
  • Beyond the vehicles themselves, as part of Mercedes‑Benz Style label, the Mercedes‑Benz designers now also fashion products for their customers which embrace all areas of life.
  • The Advanced #design Studios of Mercedes‑Benz are seismographs for the future #design trends. At the same time, they provide important stimuli for constantly advancing the Mercedes‑Benz #design philosophy.
  • With the show cars, the Mercedes‑Benz designers shape the #design trends of the future and gradually prepare the #people for them.

Key facts

  • Employees: approx. 600 worldwide
  • Tasks: #design of all brands and vehicles of Daimler AG, using a holistic approach. The focus is not solely on vehicle #design, but also covers everything that shapes how the company and its brands are perceived. This also includes products from the fields of mobility, lifestyle and interior #design (Mercedes‑Benz Style)
  • German locations: Daimler Design’s main offices are located in the Mercedes‑Benz Technology Center (MTC) in Sindelfingen and Böblingen. The #design studio for buses and coaches is in Ulm
  • International #design network: Advanced #design Studios in Carlsbad and Sunnyvale (both in California, USA), Como, Italy as well as Beijing, China. Commercial Vehicle #design Studios in Kawasaki, Japan, Portland, USA, Sao Paulo, Brazil and Chennai, India.
  • Head: Gorden Wagener, Chief #design Officer Daimler AG
  • Management team: Robert Lesnik (Head of Exterior Design), Hartmut Sinkwitz (Head of Interior Design), Klaus Frenzel (Head of Digital Graphic & corporate Design), Kai Sieber (Head of #design Brands & Operations), Steffen Köhl (Head of Advanced Exterior Design)
  • Established: in the 1950s as the “Stylistics” department

Read more

- Photogallery (220)
Advanced design: Working on the future
Amazing and curious facts: Did you know that...
Corporate design: All-embracing integral design
Design Essentials: “Creases have had their day”
Exterior design: Love at first sight
Interior design: Perfection in every detail
Interview: “Bipolarity of emotion and intelligence”
Photos
Sculpture “Aesthetics A”: A study in proportions
The design process: From the initial idea to the finished car
Under the microscope: Mercedes Benz Style: On land, on water and in the air
User experience design: Intuitive operating concepts for added safety, comfort and convenience
- Documents (3)
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