Lynk & Co 05 may have misunderstood the co-brand design

There are always people who want to make themselves look more fashionable, but in the end, they don't understand what fashion is, but they kill Matt.

For example, Lynk & Co, at the first two days of Lynk & Co's 05 second anniversary event, released a concept car co-branded with inxxstreet.

The official introduction is like this, "The two sides will follow the theme of 'extreme to pure' cooperation, the concept car will be 'pure' as the concept of transformation, inxxstreet will visualize the concept of cooperation into a crystal form, and the designer will use the strict geometry of modernism to the design language of the modified form, so that the body is angular and very harmonious, infinitely close to the crystal shape." ”

No matter how close it is to the crystal, I can't admit that it is harmonious.

Sketch of the Lynk & Co 05 inxxstreet design

The design of this official production is quite similar to the short film made by the "friends who have studied animation for three years" on the Internet, and after watching it, we need to spend a lifetime to heal.

I deliberately searched for the origin of this inxxstreet, it is an international tide brand buyer shop started, the founder has also been very soberly aware that "regardless of the brand style, tonality is consistent and blindly invite the tide brand to settle is the pit where INXX has fallen."

This sentence is used to describe the design of this Lynk & Co co-brand car, which seems to be very appropriate.

In fact, on the road of XJB co-branding, Lynk & Co is not alone.

Remember the previous VV7 GT that was modified by Babos, in an SUV with several donkey lips not on the horse's mouth kit, without any power performance upgrade adjustment, with children's drawing style design sketches, opened up a new modification style, I would like to call it the original auto parts style.

Further ahead, Pentium and Li Ning also cooperated in a joint T55, but this car did not have any three-dimensional design changes, but just attached a layer of unknown car sticker patterns on the body.

It seems that Li Ning is still quite in awe, and he will never participate in the links that he does not understand, and it is good to make a fuss on the plane to cooperate with your performance.

You see this co-branded handbag is actually not bad, professional things to professional people to do, this is not everyone is happy.

Then no car brand has successfully designed some real cars across the border with fashion trendsetters?

It's not that there is no lack of national self-confidence, but in the fashion area, we really have to learn more from the century-old brands.

Take the recent example, Mercedes-Benz and WILL.I.AM jointly created The Flip, although many people say that it is a collection of G 63 front, SLS side, AMG GT butt and Maybach flatbread rim, but at least it looks more like a fashion item than that Lynk & Co 05, and it is designed with care.

The story still sounds very meaningful, and WILL.I.AM who came out of the slums has been committed to promoting the education of children in poor communities, and he hopes that these children will not only develop in music, sports and costume design, but also make a difference in robotics, engineering and mathematics like the high-caliber students of the Ivy League schools. Proceeds from the WILL.I.AMG auction will also be used to build its planned robotics team.

Undoubtedly, Mercedes-Benz hand in hand WILL.I.AM naturally has the purpose of commercial marketing, but with the marketing cooperation that only focuses on whether it can help product sales and prices, this kind of cross-border joint name based on paying attention to social issues will not make you feel more meaningful and more comfortable.

Why is it that the joint attempts of independent brands such as Lynk & Co and WEY are always slightly embarrassing?

I think there are three key factors, one is the cultural heritage, which is the boundary between commercial demands and social value orientation;

The second is that the two parties really want to do something good, rather than messing around to complete the task in order to spread gimmicks, which is the attitude and sense of responsibility of doing things;

The third is the most important, but also based on the first two - when you understand why you want to do this, and have a mature attitude and responsibility, you will definitely send a professional design team like Mercedes-Benz and other car companies to control the design quality of the joint product, rather than handing it over to the market side or a third party.

After all, the design and manufacture of the car and the clothes and shoes are too different, find a third party to jointly name some short-sleeved skateboards and even car peripherals, but once it comes to the design of the whole vehicle, if there is no professional design team of the brand side, it will only turn over into the 8000-meter gutter like Lynk & Co.

Previously, mercedes-Benz and Virgil Abloh jointly hung up the name of their design boss Wagner, you see he does not mean like I bet on the reputation of the design director and the brand as a guarantee, we are taking this seriously, and if the last thing is ugly, I am a self-destruct signboard.

Or, without the feelings of compassion for the homeland, it is also quite meaningful to use co-branded works to express some independent attitudes and thinking, such as the eroded 911 built by Porsche and Daniel Arsham, which expresses the thinking about the relationship between the times and the classics by imagining the appearance of the 911 excavated at the archaeological excavation site in the future, and also tries to influence each viewer through the transmission of the humanistic spirit.

These works do not deliberately emphasize "how dynamic and powerful the crystal form makes the product", and do not shout a few words about the design concept of the castle in the air in order to force the promotion of the product, but it will make people look at it a few times, and then find the understanding and resonance that belongs to each individual.

At the end of the day, I think it's a matter of cognition and attitude.

Designing for the sake of marketing, or starting from design to influence marketing, or there is an essential difference - cross-border design that mixes too many sales tasks and market demands is difficult to impress people.

The co-branded works that can resonate are pure, really starting from the brand spirit and values, and are honest expressions after thinking clearly about who I am and why I want to design.

Whether the actors are sincere or not, the audience is too easy to perceive. This is a matter of course, but don't put the cart before the horse.

It is recommended that Lynk & Co and inxxstreet continue to make a fuss about co-brand skateboarding and clothing, at least not to smash their own brands.

You can also see