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Trans RINA, Vol 156, Part C1, Intl J Marine Design, Jan –Dec 2014 2.


DESIGN-DRIVEN INNOVATION METHODOLOGY


Luxury has a transcendent quality that is related to a client’s aspirations. Luxification refers to the continual need for marine designers to evolve the perception of luxury in their design process, in order to counteract devaluation through reinterpretation of their design language. To facilitate luxification, marine designers must implement a Design-Driven Innovation strategy, as clients do not buy products but meanings. They use objects for socio-cultural


Designers therefore


profound emotional, psychological, and reasons as well as utilitarian ones. need to look beyond


functions and performance and understand the


features, real


meanings users give to things [1]. McCartan et al [12] reported on a design project engaging in Design-Driven Innovation through the application of a technologically advanced high speed platform combined with the implementation of a culturally specific emotional design framework. This resulted in a high speed superyacht coastal cruiser for the Chinese market, which proposed a change in the culturally specific luxury design meaning associated with superyacht.


A new vessel market sector between cruise ships and superyachts based on DDI, was proposed by McCartan et al [13]. Their approach involved significant cultural research into American luxury and the cruise ship market, which identified an order


of magnitude


difference in cost between cruise ships and superyachts. The design scenario was achieved through dialogue with industry and identification of a new elitist market sector for cruising, building on the emotional design heritage of the golden era of superliners and the current trends in global private members clubs. The exterior design form language of a superyacht was used to allude to the exclusivity and privacy of superyachts, as appose to the conventional form of a cruise ship, which emphasizes space efficiency for a large number of passenger. Green Envy was also a key theme, having a large number of passengers on the vessel rather than 12 guests on a superyacht reduced the energy consumption per client on the vessel.


The project presented in this paper aims to achieve a technological Driven


epiphany through engaging in Design- Innovation to create a next generation


transatlantic superliner, based on an innovative high speed marine platform. The design discourse within the EBDIG-IRC network identified a transatlantic logistics market opportunity between ocean freight and air freight, analysed in section 2.1. It also identified an opportunity to compete with the transatlantic business and leisure flight market, the analysis of which is detailed in section 2.2. This analysis involved an interrogation of


the


purpose and activities of both leisure and business travel to inform the design meaning of the next generation superliner. To facilitate luxification in the design process an analysis of luxury trends was carried out (section 2.3).


The key European trading partners of the US in


merchandise trade are shown in Table 4. They averaged 17% of total US trade between 2000 and 2012. In the same period they average the following percentage of


This identified the opportunity to offset the CO2 of


passenger travel by assigning it to the logistics role of the vessel, thereby


and quantify potential vessel numbers


within an operational model. The specification was then used to inform the design process.


2.1 EU-US FREIGHT MARKET AND INFRASTUCTURE ANALYSIS


The tenth edition of Freight Facts and Figures [14] provides a snapshot of the volume and value of freight flows in the United States, the physical network over which freight moves, the economic conditions that generate freight movements, the industry that carries freight, and


the safety, energy, and environmental


implications of freight transportation. International trade has grown considerably and the movement of these goods within the US is placing pressure on the domestic transportation network and on all modes. Trucks are the most common mode used to move imports and exports between international gateways and inland locations. This trend is expected to continue with tonnage of international trade forecast to grow at a rate of 3.4% per year between 2007 and 2040. Approximately 75% of freight tons in US foreign trade moved by water in 2012, but air and truck transportation are also important when the value of goods traded is considered. By value, the water share decreased to about 49%, with air and truck 26% and 18%, respectively.


The weight and value of US import/export shipments by transport mode for 2007, 2012 and a forecast for 2040 are shown in Table 1 and Table 2 respectively. Air freight represented 0.5% of total weight and 29% of total value for import/export in 2007, which increased to 0.6% and 29.8% respectively in 2012 and is expected to reach 0.9% and 39% by 2040. This would be a total of 47 million tons, consisting of 20 million tons export worth $1997 billion, and 27 million tons of import worth $2811 billion. Domestic Mode of Exports and Imports by Tonnage and Value for 2007 and 2040 are shown in Table 3. The value of air freight was $103,000/ton in 2007, which was 288 and 55 times greater in value than water freight and multiple modes respectively. By 2040 the value of


air freight is predicted to decrease to


$89,200/ton, which will be 254 and 36 times greater in value than water freight and multiple modes & mail respectively. All truck, rail, water, and pipeline movements that involve more than one mode, including exports and imports that change mode at international gateways, are included in multiple modes & mail to avoid double counting.


engaging in green envy. Platform


technology and the design scenario were then evaluated and developed in section 2.4. To define the vessel specification


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©2014: The Royal Institution of Naval Architects


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