Ford expands its design centre in Shanghai
American automotive giant Ford has expanded its design centre in Shanghai to include a clay modelling studio and showroom
Ford has opened a new design centre in downtown Shanghai, underlining the US automotive giant’s commitment to what it calls its ‘China 2.0’ strategy. The new facility extends its existing design studio to encompass a in-house clay model workshop and showroom.
Focusing on vehicles aimed at the Chinese market – the OEM recently unveiled the new Mondeo at the centre – the new facility includes exterior, interior and colour and materials design; digital experience design; design strategy; digital modelling; design engineering; and clay modelling, milling and fabrication.
In the same complex are Advanced Product Marketing, Enterprise Connectivity, the D-Ford Human-Centred Design Studio. Ford says the connection to Ford’s Engineering R&D Centre in Nanjing will be strengthened thanks to the new facility.
The team at Shanghai will be able to take an idea from inception to full-size clay model using augmented and virtual reality to test and refine digital concepts before developing them in the modelling studio. The models will move to a dedicated area for review before undergoing a digital review using VR and 8K LED powerwalls.
Ford hopes the combination of technology and craft will help find the cultural nuances specific to China to form a local design language. This has been an ongoing strategy since 2012 when Ford first established a design studio in Shanghai. The new facility is located in the downtown area, which is home to start-ups, game developers and tech companies. To that point, Ford says three-quarters of its design team is under 35 years old.
“Shanghai is a fascinating city full of incredible style, design and artistic inspiration,” said Simon Brook, chief designer of Ford China. “Locating the studio downtown attracts the best people to our team and allows them to explore the local and multi-national culture and to nurture and inspire their creative thinking.”
Max Wolff, design director of Ford China and international markets said: “That deep understanding of Chinese aesthetic combined with the best of Ford’s global know-how is seen in the design language emanating from the studio. Chinese aesthetic preference is built upon the principles of clarity in build, harmony within composition, and detailed craftsmanship and you can see that reflected in the designs coming from the studio.”