Trans RINA, Vol 157, Part C1, Intl J Marine Design, Jan –Dec 2015
The 'Flydeas for the City' design contest, was organized by Agusta Westland and the interior and contemporary design magazine Interni, as the exhibition-event FuoriSalone
for 2014 during Design Week in Milan.
It was won by the 'Stream' interior project by Lanzavecchia + Wai. At EBACE 2014 this futuristic AW169 mock-up interior (Figure 8) for a VIP helicopter was presented by fashion studio Lanzavecchia+Wai as a collaboration with Agusta Westland. Building upon the experience of collaborating with the most famous and prestigious fashion houses, of Versace in 2008 and Lagerfeld in 2012, on the Grand New and AW139 helicopters respectively, AgustaWestland engaged in the process of Design-Driven Innovation to develop a new design meaning for the interior of the AW169. [6]
another for face-to-face conversation or toward the windows to enjoy the spectacle of flight. The three concentric LED rings on the ceiling illuminate the cabin. A domotic control system allows the passengers to dim the power of the light, to change the colours of the LED and, with a special feature on the AW-App, is possible to select a mood lighting-preset for enjoying the flight in a relaxing, energizing manner. Passengers can control their experience using a specialized app for smartphones and tablets. The app communicates flight and destination information and controls the cabins ambient mood, light intensity and colours, window blinds, temperature settings, and entertainment system. [7]
3. DESIGN-DRIVEN INNOVATION
The perceived comfort/pleasure of a charter client or owner on a VIP helicopter is a combination of the emotional response to the visual impact of the aesthetics of the vessel exterior/interior and that of the interaction of the user with the environment. Design must therefore meet user needs, both functional and emotional, and been informed by human factors. People gain pleasure from products that meet their functional and supra-functional needs, as defined in the most comprehensive terms. Indeed, now that adequate product functionality is the norm, supra-functional factors are being recognized as more important. Emotional
bonding, Figure 8: STREAM interior design concept [7]
The STREAM interior design concept by designers Lanzavecchia+Wai, is shown in Figure 8. This proposal gives the helicopter cabin the design meaning of a ‘flying lounge’. The design aim was to facilitate a personal spatial experience by allowing for several modes of privacy and conviviality, in an environment that can be adapted to the passengers’ needs. To feel safe but comfortable;
functional but considered; discrete
sophistication and built-in intelligence supports the passenger’s activities and embraces them in ultimate comfort and security. [7]
The organic visual language, consistent inside and out, is inspired by aerial views of the earth and the semantics of flight; velocity slipstreams and waves. These motifs, combined with the natural
provide pockets for symbolic
representation, tribal connections, subculture references, and so on all form part of the language defining product personality and product semantics. People relate to products in individual and interesting ways. Different people relate to the same product in their own particular way, depending upon its characteristics and their own. Material possessions serve as symbolic expressions of who people are. The clothes they wear, the car they drive, the design meaning of the superyacht they own or charter all enable they to express their personality, social standing, and wealth. The nature of a product can be described as a product personality, and it is this, that determines the relationships different products. [8]
that users develop with
To facilitate design innovation Marine Designers should consider implementing a Design-Driven
colour palette of tones
graduating lighter, from floor to ceiling convey a sense of harmony and serenity. The deep grooves in the upholstery
personal objects and reading materials. The rear of the cabin features a cabinet for hanging clothes, a hidden entertainment monitor and storage. The cabin can accommodate 4 or 5 passengers in rotatable, shell- inspired
seats, with recharging points for
devices that cocoon passengers, providing a sense of privacy and escape without compromising natural and interior light. Passengers can turn seats toward each
passengers to store Innovation
strategy as is often employed within product design. People do not buy products but buy design meanings. People use things for profound emotional, psychological, and socio-cultural reasons as well as utilitarian ones. Analysts have shown that every product and service in consumer as well as industrial markets has a design meaning. Marine Designers should therefore look beyond features, functions and performance, and understand the real design meanings users give to a VVIP helicopter.
personal
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
the product. It occurs before product development, as shown
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© 2015: The Royal Institution of Naval Architects
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