Replacing the previous LA Design Challenge, the new Design & Developer Challenge contest involved five different teams, putting together automakers with entertainment and consumer brands. The list of participants included:
- Honda, Lego and Trigger Global
- CH Auto and Creative Mobile
- Crayola and Qoros Auto
- Fandango and Jaunt VR
- Kiska and KTM
Each team created a project of a fully autonomous vehicle based on the theme “Autonomous Vehicles: A Redefined User Experience for 2050.”
The teams, comprised of working designers and software developers, explored how the intersection of technology, data and connectivity has the potential to revolutionize a vehicle’s interior and exterior design characteristics for a new generation of passengers.
To showcase their concept, each team also developed a short film answering the questions:
- How will the city of Los Angeles evolve to accommodate for autonomous transportation?
- What kinds of experiences will people be able to have within autonomous vehicles?
- What are the vehicles that enable these experiences like?
- How will the vehicle and in-vehicle experience fundamentally transform people’s lives?
Judges’ Pick winner: Builders of Tomorrow by Honda, Lego and Trigger Global
The team started their research by opening up the Lego Creative Play Lab to children from various neighborhoods in Los Angeles. The children were tasked with designing their own self-driving vehicles to spur creative inspiration for the professionals. From there, the group of designers and developers transformed the youngster’s imaginative creations into realistic vehicle interior and exterior designs.
“The experience of partnering with Trigger and Lego greatly expanded the team’s creativity beyond my expectations,” said Ricky Hsu from Honda R&D Americas.
“While Trigger reminded us that the world is taking a virtual turn, working with Lego reaffirmed the importance of holding an experience in your own two hands. From these parallels in thinking and listening to the voices of our future customers, we are honored to receive the Judge’s Pick award at AutoMobility LA’s Design & Developer Challenge.”
The other projects
Crayola & Qoros Auto
KTM & Kiska
CH Auto & Creative Mobile
Fandango & Jaunt VR
This year’s Design & Developer Challenge judging panel included:
- Chris Down, Senior Vice President & Global Brand General Manager, Hot Wheels at Mattel, Inc.
- Danny Stillion, Partner & Executive Design Director, IDEO
- Gabriel Schlumberger, Executive Director of Creative, Disney Consumer Products & Interactive Media
- John S. Couch, Vice President of UX & Design, Hulu
- Margaret Wies, Head Holistic User Experience, Volkswagen AG
- Richard Titus, Senior Vice President of Customer Experience, Samsung Research America
- Stewart Reed, Transportation Design Department Chair, Art Center College of Design
“Honda, Lego and Trigger Global unanimously impressed the judges with their conceptual future of self-driving cars, where the consumer experience was paramount,” said Chris Down, Senior Vice President & Global Brand General Manager for Hot Wheels at Mattel, Inc.
“They gathered inspiration from children, the generation that will actively experience the technology. The presentation created a fun and optimistic future that 2050 car owners can look forward to in the years ahead.”
“This cross-industry collaboration is where the future of the auto industry lives,” said Bryan Biniak, Nokia Growth Partners EIR, AutoMobility LA Advisory Board Member and Emcee for the 2016 Design & Developer Challenge.
“It was an honor to generate dialogue on the future of mobility and work with such a strong group of creative judges and teams at AutoMobility LA.”
(Source: LA Auto Show)