Wanderlust Automotive 2011

anderlust
2011 North American International Auto Show

We continue to follow our passion for design, analyzing
the similarities and differences as well as the influences
that fuel it.

Foreword

Growing up I just knew I was destined to be a car designer, how could I not? I spent hours
in the back of our Peugeot, road-tripping with my family across the country. This gave
me an insatiable obsession with travel and cars and I was convinced that I’d end up living
in Italy designing for Bertone, Ferrari or Lancia. As my schooling and career progressed,
momentum and interest took me in another direction. Though surrounded in my office by
structural packaging and medical devices, my love for timeless automotive form,
specifically the Porsche 911, will never escape me. In fact, I’ve been on a quest to find the
perfect 1970s 911 for some time. Problem is, I’ve gotten so used to the comforts of
modern life. Though perfect to me in almost every way, the car cannot connect to my
iPhone when I sit in it. Oh, how spoiled I’ve become!

Consumer expectations have gotten more and more sophisticated, yet unpredictable.
With our latest installment of Wanderlust, our team continues to follow our passion for
cars, analyzing their similarities, differences as well as the influences that fuel their
creation. Over time, forms change, motivations evolve and expectations increase. When
you try to find where passion, image, desire and experience intersect, you’re bound to
find interesting arrangements. Predictably unpredictable.

Demetrius Romanos
Executive Creative Director

Wanderlust: 2011 NAIAS 3

our approach

1 2 3

Contextual Lens Brand Lens

Observational Research Creative Expressions Filtering & Prototyping
Each study begins by deeply exploring After developing a clear understanding When clients enlist our team for insights
the patterns of the most forward-thinking of what patterns are occurring and what and education on the trends, we collaborate
categories, followed by a filtered motivates the people participating in with them to understand their business and
examination of what these patterns mean them, we build a series of focused narratives brand needs. We select the most relevant
to consumers through the contextual to share these stories and inspire teams. trends and develop tangible concepts to
lens of macro trends. inspire innovation.

Our book stops here. Our partnership starts here.

4 http://kascope.com/

Tangibility is our first priority. We hate trend work that
is too vague or difficult to apply. We thrive on finding
patterns we know will be useful to future projects.

contextual lens

Value-Able Ubiquitous Technology Recession Rebound
Over the last two decades, businesses have Technology used to be an awkward There’s no doubt that the economic climate
dragged the word “value” through the mud, acquaintance who wanted to help has permanently changed consumers and
eroding its meaning until all that was left us solve problems we already had under their habits. Strained but not defeated,
was “low cost.” But value is taking back the control. More often than not, technology many consumers attempt to rebound from
quality, meaning, and flexibility that go hovered around us, trying to be helpful but the recession through the careful selection
along with its thriftiness. Through a range also screwing a lot of things up. All that has of indulgences. Regardless of income level,
of environmental factors, value means changed through the integration of devices people seek out luxury in one form or
more than it ever has to consumers. They’re and platforms. Consumer electronics have another, and it’s important for brands to
becoming more thoughtful in their choices, finally hit a point where their ubiquity is clearly communicate why they’re the right
demanding products and services that helpful and desirable. While the auto choice to this cautious audience.Consumers
perform multiple tasks, last a long time, industry still has its share of gimmicks, we will probably never return to their pre-
and give them delightful experiences, all at see many products integrating technology recession habits, but they yearn for
a reasonable cost. It is a daunting task, but in truly useful forms. While some brands products and services that will catapult
we’ve seen categories like fashion and take a low-tech approach as an escape them out of their current funk and into a
furniture take this on and succeed in big from a high-tech world, ubiquitous new phase of consumerism that will feel
ways. As the automotive industry takes aim technology seems inevitable. In a world responsible and still luxurious.
at value-able consumers, expect to see where we’re always checking-in, always
promising concepts delivering on all the real-time, and always on, it’s a love–hate
value consumers demand. relationship.


Green Majority
As the importance of sustainability We overlay macro-level thinking to understand
continues to grow, it approaches the mass
the motivations behind each product trend.
market with an important challenge: make
it care. Sustainability is past the early Contextual lenses provide a distinct point
adopter phase, and brands must appeal to of view to our observations.
a skeptical majority by giving them no
choice but to buy into sustainable ideas.
No consumer chooses a product purely
because of its sustainable promise — there
is always a primary benefit. With that in
mind, automotive brands need a no-
compromises solution that delivers
sustainable benefits as a part of superior
performance and style.

expressions
We look to the work of designers globally for inspiration and understanding.
Assessed through the contextual lens of four macro trends, six patterns
emerge from our observations at the 2011 NAIAS :

41
13

Hyper Future
A blend of technological
and biological intelligence. 25

Return of Fun Lightspeed
An upbeat personality that consumers These cars are all about speed
are trying on for size to put the gloom with no sacrifice to eco-friendliness or quality—
of the recession behind them. the latest form of pure performance.

11 42


63 77

Automatik Black & Tan
The traditional approach to performance, Traditional automotive craftsmanship collides
evoking military utility and a spy’s with a refined sense of Americana.
sense of gadgetry.

Modern Muscle
The latest versions of American
muscle brings a crisp, even harsh language
along with them.
57

55 61 75

Four Lenses Expressions & Reactions Trend Visuals

Value-Able
Ubiquitous Technology
Recession Rebound + =
Green Majority

In the Hyperfuture automotive
world, vehicles are a blend of both
technological and biological intelligence.
Thinking of the car as an extension of
our bodies opens up a whole new world
of possibilities. Sensors on the exterior
of the car enhance our experience —
we see more, drive better, feel safer.

SKELETAL WRAPPING
New processes bring forth forms we could once only realize on paper.
These cars showcase sweeping surfaces that wrap the vehicle like a skin.


TECHNOLuMINESCENCE
Subtle glows and light strips call attention to surfaces of the vehicle and lead the eye
around the three-dimensional form. These details walk the line between functionality
and pure decoration.

HuMANuMERIC
A blend of computer–generated pattern and hand craft, these details are the best of both
worlds — that of man and machine. Generated by both, they feel natural and high-tech at
the same time.

If people do not believe
that mathematics is simple,
it is only because they do not
realize how complicated life is.
John von Neumann


We caught many similarities between show vehicles

parallel WorlDs
and recent games and movies. It’s hard to imagine
car designers aren’t huge pop culture buffs. Both
entertainment and auto designers visualize our future,
so we’re not surprised to see this pattern.

Tron Legacy

Hyundai Curb

Halo Reach

Smart E Scooter

As the economy starts to look up, consumers
are eager to put the gloom of the recession
in the past. Detroit was more than willing
to provide. Solutions ranged from adding
mood-enhancing colors to tiny tech. Many
brands presented eco-friendly vehicles ready
to link to your favorite devices and social
media. All reflect an upbeat personality
that consumers are trying on for size.

WELL ROuNdEd
As the simplest of shapes, circles set a playful tone. While circles typically
appear in the auto aesthetic, pure circles and arcs were more prominent than ever.
Not just for the details, many of the larger surfaces seen also pushed for purity.

I find in circles more
inner possibilities.
Wassily Kandinsky


car Face
One consideration a car designer always keeps in mind is the “face” of the car. Research
suggests consumers prefer an aggressive look, although we saw a wide range of expressions
at the auto show. Below, the Kaleidoscope team gives their best impressions.

CHIBI
This Japanese term denotes something in it’s smaller and cuter version. A cheerier
consumer outlook and demand for fuel economy has given rise to more cars that
display personality and “toy” proportions.

the neW color oF Green
Hybrids and electrics have reached a level of pervasiveness to watch as eco gets more and more mass. To make things
where one can expect to be bombarded with them in more convoluted, there’s the claim that using massive
Detroit. This year however, things felt a bit different. The amounts of electricity is “green.” It appears that, for now,
tension between earth-friendly and accelerator-friendly marketing is embracing tech and has found it’s “something
has always made the car industry particularly interesting for everyone” solution: bluewashing.

US 11
O
S CI 20
N N
O TIO
-C
O LEC
EC OL
C

POP
A racing stripe is nothing new in automotive CMF. However, this year, color is showing up in
unexpected places. From wheels to interiors, the use of color is unapologetic.


These consumers make no compromises.
Their cars are all about speed with no
sacrifice to eco-friendliness or quality.
With aggressive detailing and traditional
performance cues, they outwardly express
something lean and mean. Although pure
performance is not new to the auto world,
the way it manifests itself continues to evolve.

SHOW yOuR TEETH
Sharp corners and non-mating parting lines gives these cars an edgy
look. These details look like fangs on a predator ready to attack its prey.


“Provocative Quote”
- Someone Impressive

Speed has never killed
anyone, suddenly
becoming stationary...
that’s what gets you.
Jeremy Clarkson


LAyERS IN MOTION
Layered ribbon–like surfaces create an airy and techy feeling.
Intricate layers appear in unexpected places like head and tail lights.

dARK dETAILS
Black accents give vehicles an added edge. Designers replace the expected chrome details with
smoky, black finishes. Dark wheels give the illusion of floating bodies.

our electric Future
This year’s auto show was all about the electric vehicle. With Audi’s E-tron concept, the Tesla Roadster, and, most currently, the
Hybrids have gone the way of the mini disc and were barely talked Mercedes SLS AMG E-Cell, high end brands get serious about electric.
about this year. Electric performance vehicles are getting a strong As electric performance vehicles make their way into the mid-range
push and they have gone in the opposite direction of the tame Prius. market, they could soon replace the souped-up Civics of today. Our
We’ve traded in our conservative, smug hybrids for something more prediction: The Fast and The Furious 6: The Electric Slide.
sinister.


Viewing the car as a machine
to be controlled, these vehicles bring
high-tech performance to our fingertips.
Rather than integrate with our biological
systems, Automatik takes the traditional
approach to performance and evokes
military utility and a James Bond sense
of gadget functionality.

TACTICAL SuRFACES
Rather than challenging the limits of material and 3D design (Hyperfuture),
these surfaces feel driven by technical advantages and aerodynamic testing.


I’m an F-18 bro. I will destroy
you in the air and I will deploy
my ordinance to the ground.
Charlie Sheen


CLuSTER BOMB
Otherwise simple car designs are punctuated by performance features like
a clusters of lights or controls on a center console. What does this button do?


BlinG BlinG E

It’s been said that the eyes are the
window to the soul, and this couldn’t
A
be more true than on a car. More
attention is paid to the headlights than F
perhaps any other single part of the car.

These are some of our favorite “eyes”
from the show. See if you can figure G
out which one goes with what car.
B

H
Audi A7
BMW 550i
Hyundai Curb Concept
Hyundai Sonata Hybrid C I
Hyundai Veloster
Ford C-Max Energi
Ford Fiesta
Ford Vertrek Concept J
Mercedes E550
Tesla Roadster
Venturi America Concept
d
Volvo XC60 K

L Mercedes E550 (H), Tesla Roadster (L), Venturi America Concept (E), Volvo XC60 (J)
Hyundai Veloster (A), Ford C-Max Energi (C), Ford Fiesta (F), Ford Vertrek Concept (K),
Audi A7 (I), BMW 550i (G), Hyundai Curb Concept (D), Hyundai Sonata Hybrid (B),

Traditional automotive craftsmanship
cues collide with a refined Americana
recently found in furniture and fashion.
Stitched leather accents and warm
tones inside and out provide a
grounded contrast to the blue LED
lighting and interactive displays found
elsewhere on the show floor.

EARTH TONES
Sober, warm neutrals become a sign of sophistication and credibility. A gradient from deep
brown to taupe looks fresh compared to the typical silvers, blacks and primaries.


“Provocative Quote”
- Someone Impressive

ARTISAN uPdATES
Do not mistake these cars for old-fashioned. Unusual applications of unique
materials serve as cues that these cars are fresh. Even familiar wood detailing
receives an update with a matte finish.

CRAFTEd PRECISION
Metal details look hand-milled by master craftsman. Rational form, pattern
and perfect fit and finish speak to a car that is an investment, not a commodity.


BlooDlines
Its time to face it, you can’t escape your past.

~40 years

1955 1964 1970 1980 2002 2008 2020
Thunderbird Mustang Challenger Thunderbird Challenger DeLorean?
2005
Mustang

We’ve seen the triumphant return of some of our favorite When you map the return of these classics on a timeline, a
vehicles in recent years. Rather than continue the slow pattern emerges. What models can we expect to return from
evolution of their line, these models break the pattern the ‘80s?
and revisit the first generation. They are the strongest
representation of the car’s spirit since the original design.

Could the Delorean be on its
way back to the future?


MATTE-ITudE
Matte finishes have been on the fringe in recent years, exhibited mostly by reality
TV-loving wide receivers. In 2011, its out in force, both as a detail and as the full
paint job, in cars of almost any style.

The muscle car’s promise
of accessible power has been
plucked from it’s glory days
and evolved throughout the years.
2011’s power is communicated
through colliding forms resolved
with crisp lines taken to the extreme.
Vehicles of other genres and price
points are beginning to borrow this
new, harsh language and build some
muscle of their own.

CHISELEd MuSCLES
As organic surfaces have become more commonplace, muscle cars have
down – played voluptuous surfaces in favor of exaggerated, crisp lines.


INTERRuPTION vs INTEGRATION
Pure forms slice and collide. The result is a form language simple enough
to feel vintage but infused with modern confidence.


the perFect shot
Our team assembles the most common autoshow obstacles and how to navigate them.
Have a friend block traffic.
NAIAS draws a ton of people and you
came to shoot the cars, not them.
(See next page for exceptions)

Avoid the displays. Great info but
annoying if you want a clean shot.
Shoot from the other side or you’ll
have to photoshop it out later.

Turn your flash off.
The cars are shiny
and you’re gonna
get it right back
in the face.

Don’t forget the details. Feral Children
The good stuff is Their hands are dirty
sometimes small. and they do not keep
them to themselves.

people oF the autoshoW
The North American International Auto Show attracts all kinds...seriously. Check out a few of our favorites.

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tracker
Over the last couple of years we’ve observed, filtered, and documented trends
from a variety of shows so that you don’t have to! By continuing to track where
things have been, we can soon project where they are going.

2009 2010
Furniture Automotive Furniture

Back to Bauhaus Cyborg le Monde Ancien
Simple designs that Design inspired by tech Designs that
are free of distraction and biology remember the past

Up to Eleven Strong, Silent DIY
Complete exploitation Assertive designs If you build it,
of materials that speak softly you will have one

Mash Aesthetics Retrosexual Flyyter
Juxtaposing different aesthetics Embracing classic Perpetual motion
within the same design pop culture

Follow the Light Direkt
Light as the product Simple forms with
disruptive details

Concrete Jungle Natuur
Nature in an urban world Getting away from
the comfort of your home

Supply and Design
Pragmatic application of existing
supplies for sustainability

Key drivers
Social
Technological
Economical
Environmental


2011
Automotive

Modern Vintage
Chiseled, masculine forms

Lightspeed
Aggressive, fast-forms
with a tech feel

Return of Fun
Soft designs that
evoke the playful

Hyperfuture If you would
Lights and surfaces imbued
with a sense of the future understand anything,
Automatik observe its beginning
Design driven by technical
advantages
and its development.
Black and Tan
Subdued, neutral,
Aristotle
and sophisticated


Look for more and more products and experiences to
adopt a no-compromises attitude.

Limitless

Whether it’s a zero-emissions super car or couture fashion at mass retail, consumers
get everything they want in this era of design. Through a perfect storm of social,
technological, and economic innovations, brands in the automotive sector and beyond
have figured out how to satisfy the demands of the modern consumer. We’ve seen this
over the past few years and it couldn’t be more true at this auto show. Do you
remember the “cheap-fast-good” triangle? We don’t need that anymore.

Look at the Mercedes SLS AMG E-Cell. Who would have thought you could pull so
many important automotive trends into a single statement? It satisfies many classics:
our need for ridiculous speed, our love for long dash-to-axle, even gullwings! As such,
its eco-friendly technology and neon paint job show that it’s boldly looking into the
future. Since we’re talking about an auto show, I think I should mention the best part
– it’s not just a concept; it’s scheduled for production.

Look for more and more products and experiences to adopt this no-compromises
attitude. Whether it’s through an accessible technology (3D printing), an integrated
business model (mass customization), or a growing social movement (DIY), brands
have an endless supply of innovation to fulfill the needs of every consumer. The true
challenge lies in accepting that our consumers will eventually demand to be treated as
individuals, but we’ll save that discussion for another issue!

Michael Roller
Senior Creative Lead


Trends should raise your awareness of the social
and cultural changes happening around you.
Most importantly, they should inspire you to act.

If you don’t use It, you’ll Lose It
At Kaleidoscope, we like trends that inspire ideas, but we love trends that inspire
actions. With each new project, we assess the cultural landscape to identify trends
and brands that are a good match. Most importantly, we don’t stop after we’ve
achieved awareness. We generate tangible directions for how our insights will
inform our work. Prototypes represent an essential step to generating excitement
and investment in an idea. Good luck and enjoy the journey!


Thank you
We strive to make our trends actionable and applicable. If this edition
of Wanderlust has inspired you and your team to action, let us know.
We look forward to working with you to bring these trends to life and
uncover new ones along the way.

Melanie Weaver Katie Buchmann
mweaver@kascope.com kbuchmann@kascope.com
800.930.5793 800.930.5793

This presentation is a collection of past and present work by designers around
the world and does not intend to solely represent work by Kaleidoscope.

anderlust

The refusal to rest content, the willingness
to risk excess on behalf of one’s obsessions,
is what distinguishes artists from entertainers,
and what makes some artists adventurers
on behalf of us all.
John Updike

Wanderlust Automotive 2011

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