Interior Motives: Amy Frascella


CMF design has emerged from the shadow of interior and exterior design teams. Car Design News spoke to Amy Frascella about the discipline’s quiet revolution

Car Design News:  What are the main opportunities for CMF designers to influence design decisions at a more senior level? 


Materiality expert Amy Frascella

Amy Frascella:  CMF design creates strategic advantages and boosts brand recognition, typically with lower investment and high visual receipt. Forward-thinking leaders recognise this and are starting to use CMF as a strategic asset for creating value and brand building, so there seems to be a shift towards CMF teams operating as a ‘stand alone’ department in automotive studios now. (In the recent past CMF may have been part of the interior or exterior 3D teams.)

This creates an opportunity for the discipline to be recognised with focused leadership reporting into creative ‘first line’ leadership teams – allowing the independent needs of the discipline to have a seat at the table and directly contribute to setting design and brand strategies. 

CMF designers and technical…

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