SEAT 20V20 Concept: Design Story

An official document and video by SEAT with some insights in the design development of the 20V20 Concept.


Below we report a selection from Seat’s latest press release, an overview of the design process behind the 20V20 SUV show car.

Apart from the promotional content, there are a few interesting commentaries and some details that give an idea on the creative environment at the company’s design center in Martorell, and the sources of inspiration.

“Like an arrow”. This is how SEAT Design director Alejandro Mesonero-Romanos summarizes the sense of speed and dynamism he wanted to convey when creating the 20V20 showcar.

SEAT 20V20 Concept - Design Process

Close to 15 people dedicate five months to working almost exclusively on “creating a car from scratch”, says Ángel Lahoz, the engineer who is responsible for the 20V20 showcar, who points out that one of the most particular qualities of a car with these characteristics is that every single piece of it is “unique” and painstakingly handcrafted.

SEAT 20V20 Concept - Design Process

Day after day, Mesonero-Romanos scrutinises every detail and supervises each element. He carefully considers the front end, sweeping lateral lines and triangular rear light clusters, and is satisfied that his creation “looks well-groomed, but is evocative of high performance”.

SEAT 20V20 Concept - Design Process

Another element the designers manipulated is tension, and SEAT’s Design director uses a sports metaphor to illustrate this: “We wanted to capture the coiled tension of an athlete in the starting blocks and convey a moment of maximum physical and mental alertness”.

Barcelona is “our home and our inspiration”, adds Mesonero-Romanos. In fact, the SEAT Design Centre in Martorell is the epicenter of the company’s design activity, and spreads out to include several locations in nearby Barcelona, especially where the Mediterranean Sea is the backdrop.

Members of the Color&Trim design team make frequent trips to the city to get ideas for colors and surface finishes.

The light of Barcelona is a great source of design inspiration to the company, especially when defining colors.

Jordi Font, who is the head of Color&Trim at SEAT, maintains that “the dynamism of our city reflects our mood”.

In order to create the “Ultra Orange” of the 20V20, we used innovative pigments to design a captivating orange shade that mirrors “the special moment of sunlight over the Mediterranean at dawn”, adds Font.

He and his team came up with 96 different paint formulations before making the final selection for the exterior colour, which ultimately defines the character of the car and heavily influences the interior colours and trim. The desired overall effect is a harmonious balance between colour shades and interior finishes.

Meanwhile, head of Interior Design Jaume Sala maintains that the entire inside of the vehicle has been created with open space in mind, without any dividing elements, “giving a loft effect, but retaining its personality and driver-focussed layout for greater driving pleasure”.

The well-appointed dimensions include a generous use of “top quality innovative materials, attention to detail in every element and groundbreaking communication and interaction technologies”, he adds.

“The most satisfying aspect of my job is that I get to follow the process of creating the car at every stage, and pay close attention to every detail”, points out Lahoz. “First you see it on paper, then as a virtual mockup, and when it finally takes shape is the moment of greatest satisfaction”, he concludes.

(Source: SEAT)

Image Gallery

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SEAT 20V20 Concept: Design Story - Image 1

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