The film "Queen Wearing Prada", which is known as the "workplace textbook", has this plot:
At the fittings of top fashion magazines, and The heroine Andy's colleagues took out two belts, Andy felt that the two were no different, and her boss, Miranda, the "fashion witch" angrily refuted Andy's ignorance of fashion:
"The blue striped dress on your body, you think you have carefully chosen this dress according to your will. No, first of all you don't know that the dress isn't blue or turquoise or glazed, it's actually sky blue.
You don't know, since the Oscar de la Rent conference first appeared in the sky blue dress in 2002, sky blue appeared in the subsequent 8 designer conferences, then popular in the world's major high-end stores, and finally a large area of popularity on the streets, so that you can buy it in cheap stores. ”
Stills from the movie The Queen Who Wears Prada
This classic line that has entered the history of film fully illustrates the essence of fashion: fashion survives by being picky.
The reason I think of this movie is because I recently saw an interview video of Mattew M. Williams (hereinafter referred to as MMW), the guest designer of Avita 011, as Givenchy's creative director and recognized "crossover wizard", MMW's position in the fashion industry is self-evident.
The first question MMW, who is involved in the automotive design industry for the first time, is "What is the design concept of Avita 011, and why is it designed in black?" ”
Matthew M. Williams
All-over black, it's a bold and radical attempt. In this era of more and more diversified body colors and the interior emphasizing the collision of "double color", Avita 011 will represent the mysterious and noble black as the only body color, which requires the designer's courage, self-confidence and control of fashion style, and MMW, the word fashion, written into the genes of Avita 011.
Style, just stand out
Nowadays, inviting designers from other fields to cross borders has become the trend of the automotive circle, but most of the cooperation only stays on the surface, and the design transformation of the body itself is only the icing on the cake, and does not jump out of the comfort zone of the car design itself, still stacking colors and expanding size.
But the collaboration between Avita and MMW is completely different, and under the drastic changes, it is a completely different style from the past.
If most of the new cars now are additive on the appearance and piling up the popular elements of the time, then the Avita 011 is to subtract in the appearance, throw away all the red tape, and only serve the overall style.
The front face of the disc wing is equipped with a highly recognizable F-shaped curvature LED light cluster, and if you get closer, the silhouette like a hovering flying saucer is clearly visible, fitting the black body and conveying a mysterious atmosphere.
Coming to the side, the slip-back design, with a hidden B-pillar design and towering wheel eyebrows, resembles a suspended supercar.
The spaceship-style tail design incorporates the characteristics of a luxury coupe and an SUV. The mainstream through-type taillights only serve the sense of technology, the lines on both sides of the roof are tightened inwards in the tail, and the hidden active lifting tail can be raised when the vehicle is driving at high speed to reduce wind resistance.
In the cockpit, Avita 011 abandons the main theme of "big and beautiful", in this era of manufacturers' unlimited pursuit of large screens and ignoring design, MMW has found the beauty that once belonged exclusively to the car interior, and the answer he gave is: everything makes way for experience.
Complexity to simplicity, but many times, simplicity and simplicity are not just a word gap, it means that you have to orderly and restrained in a limited space to put down all the functions that users need, to ensure a simple and pure and layered user experience.
Whether it is a segmented panoramic sunroof that greatly optimizes the front view and head space, a rear wrap-around seat with a heated massage electric adjustment function, or a gauge screen that is just right in size and does not block the air conditioner outlet, all the interiors are just right, not more than a point, not a lot.
As MMW said, fashion is not just about making clothes, it is a form of applied art, but also a way to appreciate and contact the world, representing and recording what we believe, and Avita 011 is exactly one way.
Design, no need to follow the identity
Steve Jobs once said, "Consumers don't know what they need until we come up with our products and they find out, this is what I want." ”
For the Avita 011, the opening work of the "0" series, the same is naturally true.
The first is light and shadow black, just like the movie plot mentioned at the beginning of the article, even if 100 kinds of blue are placed in front of you, there is no difference in the eyes of ordinary people, but in the eyes of designers, it is completely different, which is the difference between professional vision and non-professional vision.
Light and shadow black, is one of MMW's favorite colors, but also the most representative color in all his past works, light and shadow black only absorbs all the spectrum, does not reflect any color of light, but you can see the deep universe hidden under black.
Car paint, high-gloss black piano paint does not worry about wear, even after daily friction such as keys, clothing, etc., it can still repair itself by more than 80%, which is timeless.
Wheels, equipped with a 22-inch wide sport wheel with a floating logo, due to the special structure, so that visually in the vehicle driving process logo is always in a "stationary" state, like a spaceship shuttling through parallel space, both the real shape, and the concept of the future, very sci-fi color.
But I think what best represents the soul of Avita 011 design is this small buckle that looks simple.
This design inspiration, which originated from MMW playing roller coasters with her daughter, eventually became the Rollercoaster Buckle that became popular in fashion circles. For MMW, the buckle is the most representative symbol of his design elements, but again, this element, as a practical and classic functional component, has written its own century-old mark in the history of automotive design.
Whether it is the classic external machine buckle design or now an important design element of the seat belt, the exquisite design of the buckle not only represents the feelings of the old car, but also represents the ingenuity of the car process.
This time, MMW buried the buckle as a small Easter egg of Avita 011, buried in the back of the front seat, the storage compartment under the front center control and the storage strap in the trunk, not only making them useful as functional parts, but also giving them a new meaning, hanging on the shoulder, tied around the waist, or hanging on the backpack, it is a trendy item and fashion accessory; continue to act as a trunk strap or used to hold the pet, it is a practical tool. A crisp "click", like a link between the past and the future, fashion is a reincarnation, Avita 011 design is always paying tribute to the classic, greeting the future.
Write at the end
At the end of the MMW interview, answer the last question "How will you define your new work?" MMW, who has always been smiling, said very seriously: "I think this has to be defined by others, not me." ”
I believe this is also Avita's attitude from beginning to end: everything is based on the user, and everything is handed over to the user. Because of this, Avita first proposed the "E.I. User Demand Theory System", that is, emotional intelligence. Few cars on the market today can really understand the driver's preferences as the number of drives increases.
When the design lacks emotion, the technology is always just a line of cold code, only when the design and the user are connected, through the barrier between technology and the heart, emotional intelligence can give people more power through technology, continue to evolve, so that each other "two-way to run".
Avita 011 is a product that explores the boundaries of fashion and technology, it makes emotions more vivid, but also makes technology more abundant, as a product that leads the SEV market, Avita 011 co-brand limited edition emotional intelligence electric coupe SUV will be officially released in the second quarter of this year, while opening bookings, and will be officially delivered in the fourth quarter. At the same time, the ordinary mass production version of Avita 11 will also be released. How much do you think their price will eventually be set? Feel free to leave your answer in the comments section and wait for us to reveal the mystery.