COVER STORY
Designers and engineers work hand-in-hand at the consultancy’s offi ces N
amed after its design director, Ian Callum, CBE, Callum is a UK- headquartered consultancy
whose scope of work is far broader than many companies with expertise in automotive design. Callum is a design and engineering business that creates its own bespoke and limited-edition products as well as providing consultancy and services to partners and third parties. “What makes us unique is our collaborative spirit. Our team of more than 30 talented experts spans fi elds from art and audio to motorsport and fashion, creating an environment where ideas collide and innovation thrives. Our approach goes beyond design and engineering; it’s about building stories that ignite curiosity and inspire,” explains Aleck Jones, head of design. Detailing the type of work the
fi rm is involved with, Jones says that Callum collaborates on both joint and white label projects across automotive, travel, lifestyle and beyond, “always seeking projects that are not only challenging but also fun and meaningful”. On specifi c examples, Jones notes: “Recent standout projects include a groundbreaking concept car with Nyobolt, featuring pioneering battery technology, and Callum’s
own meticulously crafted whisky and lounge chair, each embodying our ethos of design with a story.”
IN-HOUSE INNOVATORS The consultancy has a wealth of automotive expertise among its team, with staff joining from Jaguar Land Rover, Aston Martin as well as niche automotive specialists and professional motorsport organisations. It’s therefore unsurprising that automotive design is where the fi rm is fi nding most work. When asked what the key trends here are, Jones says that, “Naturally, there is a lot of interest in EV design at present and customers are keen to understand the boundaries of what is possible and how creative you can get. We are excited by the opportunities that new technologies off er. For example, in our project with Nyobolt, the company asked us to create a vehicle using its innovative battery technology. This technology paves the way for smaller and lighter batteries, enabling the vehicle to be a desirable drivers’ car.” Another area of interest for all
automotive designers, today more than ever, is materials. On this, Jones observes: “Many customers are starting to think more deeply about sustainable solutions. For others, we
might nudge them down that path, highlighting the business and wider societal benefi ts. We’ve been looking at everything from recycled denim, coff ee, rice and plant fi bre plastics.” He adds: “Additive manufacturing is also a fascinating and growing trend. We have a partnership with Stratasys and had 57 3D printed parts on the Jaguar C-X75 bespoke commission.” What’s striking about Callum
– and also perhaps refl ective of the fact the team are independent designers rather than working in-house for automakers – is that when asked about trends, as well as the abovementioned technical notes, Jones fi rmly emphasises how the company considers the bigger conceptual picture. “We see the impact of wider culture in automotive design,” he states. “Fashion, for example, certainly has an infl uence – as does music, art, architecture and today’s culture in general. We take our inspiration from many sources but ‘form follows function’ is a consistent mantra across all projects. We focus on design that is simple but not simplistic; clean and pure but not reductive. Beauty prevails and we must remember that long after the fad has passed, people must live with these designs.”
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