Trans RINA, Vol 156, Part C1, Intl J Marine Design, Jan - Dec 2014
DESIGN-DRIVEN INNOVATION: NEXT GENERATION HIGH SPEED TRANSATLANTIC SUPERLINER
S McCartan and P Crotty, EBDIG-IRC, Coventry University, UK B Verheijden, Academy Minerva Groningen, Netherlands (DOI No: 10.3940/rina.ijmd.2014.c1.28)
SUMMARY
This paper reports on a transatlantic superliner design concept, which engages in Design-Driven Innovation to develop a new market sector for high speed multifunctional vessel to compete with both air freight and business class air travel in addition to the role of a superliner cruise ship. This design proposal offers the business traveller a personalised office space with global connectivity to make the journey a seamless extension of the working environment. This is specifically targeted at the creative design industries, with large design office spaces for collaborative working. There is also conference facilities and exhibition spaces, to facilitate product launches and client negotiations. The logistics role of the vessel gives the cruising passengers and business travellers a lower carbon footprint that a single function vessel, thereby engaging in green luxury. The vessel is based on the BMT ADX Express fast container ship Lo-Lo platform, capable of 37 Knots, offering a significant reduction in fuel consumption compared with conventional monohull platforms.
1. INTRODUCTION
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 user has for
using long haul flights and cruise ships, which were used to inform the design scenario.
the
product. It occurs before product development and is not the fast creative brainstorming sessions that are typical of concept generation but a design investigation similar to technological research [1]. In essence, it is the development of a design scenario through engaging with a range
of interpreters in technology or and cultural
production. Knowledge is generated from immersion with the design discourse of the interpreter's groups. The process can be structured
unstructured and is
dependent upon the nature of the relationship of the client with the interpreters. The interaction between innovation of design meaning and technology innovation can transform the market within an industry and even create new market sectors. The two strategies are complimentary as technological and
socio-cultural
models are inextricably linked, evolving together in innovation cycles. The successful interaction between design-driven and technology-push innovation is called a technology epiphany, it creates a market leader and in some cases a completely new market sector. It is the basis for successful products such as the Apple iPod [2].
This paper presents a design proposal for transatlantic travel and logistics based on an innovative high speed marine platform
developed through Design-Driven
Innovation, with the aim of achieving a technological epiphany. In this project there was unstructured design discourse between researchers within the EBDIG-IRC at Coventry University and their industry network. This discourse reviewed the design heritage of transatlantic transport and examined the business opportunities of high speed transatlantic superliner. It identified the challenges and health issues faced by frequent travellers
© 2014: The Royal Institution of Naval Architects
As the largest, fastest, and most luxurious transatlantic ships of their respective eras, Hindenburg and Titanic have several similarities. They both offered travellers luxurious accommodation and provided postal services. In each era, the public trusted modern technology to provide safety and speed. In 2012 the Postal Museum exhibition “Fire & Ice: Hindenburg and Titanic,” marked the respective disasters’ 75th and 100th anniversaries. Completed in 1911, by Harland & Wolff for The White Star Line, Titanic had a LOA of 269m and a capacity of 2,229 passengers and crew. The RMS Titanic was a Royal Mail Ship, carrying 3,423 sacks of mail, the largest floating post office of its day. The LZ-129 Hindenburg built in 1936 had a LOA of 245m, carrying 97 passengers and crew. As an airship it was a weight critical design, transporting several hundred kilos of mail. This, the first transatlantic airmail service, provided sufficient
revenue to address most of the airships
operating costs. Zeppelins were intended to replace the Titanic-era ocean liners as a next generation postal service, as they took nearly a week to deliver trans- Atlantic letters. Whereas, the Hindenburg made the trip in two and a half days, and even during the Great Depression, bankers were willing to pay a premium for faster business mail [3].
Long Island made aviation history in 1939 with the first transatlantic commercial passenger flight by a Boeing 314 Clipper seaplane. The Clippers were built for "one- class" luxury air travel, a necessity given the long duration of transatlantic flights. They also carried 4,500kg of mail and cargo. The 74 seats for day travel could be converted into
36 bunks for overnight
accommodation. The 314s had a lounge and dining area, and the galleys were crewed by chefs from four-star hotels. Men and women were provided with separate
C-73
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 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172 |
Page 173 |
Page 174 |
Page 175 |
Page 176 |
Page 177 |
Page 178 |
Page 179 |
Page 180 |
Page 181 |
Page 182 |
Page 183 |
Page 184 |
Page 185 |
Page 186 |
Page 187 |
Page 188