Ever more brands are expressing themselves in the lifestyle realm that goes far beyond the boundaries of pure car design and production. Most premium car brands today have a complete segment of lifestyle items such as suitcases, luggage, clothing, …. that stimulate people to attach to a brand’s culture rather than only a preference for a specific car model.
Kyuho Song in turn helps German luxury car manufacturer Audi on the way in the exercise towards a total brand immersion with the Audi concept projector. The highlight of course is the Audi grille design wind hole of the projector. Very masculine and vibrant, even the smart start button has picked up influences from the car.
Audi purists might snigger that the Audi DNA (at least not by the latest design language that Audi uses for example on the brand new Audi TT model 2014) is not truly represented in the design of this concept projector. To our opinion however, it’s all about the basic idea: making car manufacturers think about how they can shift from a car focused philosophy to a brand lifestyle focused philosophy. Those who will stay behind at that point will eventually evaporate, for sure. Nice work ! Through: www.yankodesign.com