AUTOMOTIVE TREND VISUALS

 
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For our second collaboration with the design team of BASF’s Coatings division we established a visual concept around the fluidity of current social and technological realities and their constructed nature.

foam Studio’s task once again was to interpret the diverse findings of the design team’s trend research, and consolidate the complex social, technological and aesthetic trends by translating them into formal narratives. In this iteration, the initial brief was to find a setting that builds a connection between virtuality and reality, and is taking their global design tool kit for the automotive industry one step further.

The concept for the setting of three different trend worlds given by the team evolved into a multi-layered, onionskin-like reality: at the base we see a virtual simulation of a real-life film set installation inside a vast art gallery space. This sets the tone for a real, physical world the audience can relate to, and at the same time expects to find something unseen and thought provoking.



 
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In the next layer housed by this simulated art space, we see three different stage-like installations that represent the different aspects of the trend findings. In turn on the next layer, these enclosed trend worlds themselves are made of small spatial situations, visualizing the abstract themes and ideas, which then again are made of forms and objects representing the social and technological associations that form those trends. As a whole, these installations can be seen as spatial collages that allow for a multitude of readings of how the identified phenoma relate to one another.

 

Art Direction: foam Studio
Print Design: 75W.studio
Sound Design for Film Version: UglyStupidHonest


 
 
 

WATCH THE FILM

 
 
 
 

CIVSYNTH SPHERE W001

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The first trend world formally emphasizes architectural structures and urban proportions, with perpendicular planes and lines dominating the installation. The materials of the individual elements are both urban and domestic and suggest refined technology.

 
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BIOSIM SPHERE W020

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The formal language of the second enviroscape is soft and organic, flowing, undulating with a prominence of naturalistic fragments and landscape configurations, complemented with architectural, textile and other human made elements.

 
 
 
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INFOLVE SPHERE W300

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The third trend world represents virtual and social trends. Domestic and nomadic human made fragments are suspended in a spatial grid that network-like connects all spaces at once. The relations between those individual micro-spaces is fluid and dynamic, the materials and elements interpolate a trajectory of current technology into the future.

 
 
 
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 GLOBAL DESIGN TOOL KIT

 
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Development Process

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For this year’s trend book edition of the AUTOMOTIVE COLOR TRENDS® we endeavored on another explorative process together with our forward-thinking and progressive client, the global design team of BASF’s Coatings division. Based on the client’s global research into aesthetic, social and technological movements, we started our design development on the outset of merging digital conditions and physical phenomena into a yet-to-be-defined space of its own. The result of this process are three distinct stage-like installations, all sharing a formal language that shows the collaborative creative approach. They could be described as three-dimensional collages of unconstrained expression, with an experimental shape language blended with concise graphic elements, all held together by sensibly controlled compositions.

Our development process highlights the creative above all, with the interplay of experimentation and evolution as the core constant throughout each project. This allows us to create a tremendous amount of visuals during the design development of our concepts in order to explore and define a visual language that is unknown beforehand. The images here are only a small selection of the steps taken to a well-rounded concept.

 
 
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