Trans RINA, Vol 155, Part C1, Intl J Marine Design, Jan - Jun 2013 DESIGN REVIEW
MONG CHONG: 120M HIGH SPEED ART DECO PENTAMRAN COSTAL CRUISER SUPERYACHT FOR THE CHINESE MARKET
R Verheijden, Department of Industrial Design, CSAD, Coventry University, UK SUMMARY
The Chinese cultural interpretation of a superyacht, in terms of luxury and functionality, is fluid. It will eventually become more defined, as leisure boating becomes more established as a high-status luxury activity. This design review reports on a multidisciplinary superyacht design project engaging in Design-Driven Innovation through the application of a technologically advanced high speed platform. Building on the emotional design aspects of high speed boating and contemporary Chinese luxury, including the heritage of Chinese Art Deco, this project proposes a change in the design meaning associated with superyachts by developing an Art Deco high speed superyacht coastal cruiser for the Chinese market, based on the 130m BMT Nigel Gee Pentamaran concept.
1. INTRODUCTION
China is the new market for superyachts. developing country with a
recent It is a and exponentially
growing interest in the leisure boat market, due to the developing cultural association with boats and luxury. High net worth individuals in China are discovering the excitement of speed and boating, often beginning their experience by purchasing a small motoryacht as a prelude to chartering and the eventual purchase of a superyacht. This discovery of speed and freedom on the water is in stark contrast to the well established European market, which has a considerable heritage of marine leisure culture. Faced
with rising operating costs,
Europeans tend to go slower on the water and discuss environmental concerns. Due to this cultural heritage and a well established superyacht market, Europeans have a predefined concept of what a superyacht should be and how it should
operate.The Chinese cultural interpretation of a superyacht, in terms of luxury and functionality, is fluid. It will eventually become more defined, as leisure boating becomes more established as a high status luxury activity. This paper reports on a multidisciplinary superyacht design project engaging in Design-Driven Innovation (DDI) through the application of a technologically advanced high speed platform combined with the implementation of a culturally specific emotional design framework. The project builds upon the emotional design aspects of high speed boating and contemporary Chinese luxury, including the architectural heritage of Chinese Art Deco in Shanghai.
The process of Design-Driven Innovation is an exploratory research project, which aims to create an entirely new market sector for a given product through changing the
design meaning the product. In essence, it user has for is the development of a design
scenario through engaging with a range of interpreters in technology and cultural production. Design scenarios are developed and evaluated through the design discourse of this groups.. In this project there was unstructured design discourse between Coventry University boat design staff
©2013: The Royal Institution of Naval Architects
and key members of their superyacht design industry network. Namely a superyacht design consultancy with significant experience of design in the Chinese market and a leading marine technology consultancy. This resulted in the design scenario of the design brief, which was executed as a 3rd year student group project, implementing a culturally specific emotional design framework. The design scenario was based on the 130m BMT Nigel Gee pentamaran platform, which being capable of over 40Knots provided the radical innovation or technological push for Design-Driven Innovation. The beam of 30m offers significantly more internal area than on an equivalently sized monohull leading to exceptional internal spaces with significant
flexibility in
configuration of the layout. The radical change of design meaning for Design-Driven innovation within the design scenario, was achieved through cultural insight
into
boating activities in China. Building upon the exhilarating experiences of high speed small craft, provided a focus for the emotional design approach. Building on the emotional design aspects of high speed boating and contemporary Chinese luxury, the design scenario proposes to change the meaning associated with superyachts by developing a high speed superyacht coastal cruiser. This reminds the user of their discovery of speed and freedom on the water; the key contrast of operation being that when the vessel is stationary it can be used to entertain guests. The social activities, interior and exterior design were informed by culturally specific emotional design framework.
2. the Contemporary industrial design a collection of practices visual for mood
boards involve collecting a series of images. These are a collection of abstract images that enable the designer to communicate emotions, feelings and aspirations. Mood boards are
images (e.g. DESIGN OUTPUT
2.1 CLIENT PERSONA AND COMPOSITE MOOD BOARD
C-57
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98