Today, Genesis announced a display of student-designed ‘Vision 2025’ concept cars during the upcoming Monterey Car Week. The scale models are the culmination of a three-month-long educational project between ArtCenter College of Design and Genesis.
The ‘Vision 2025’ project began in May 2017 and challenged students to render and create scale models befitting a potential future halo car as well as a brand environment and experience to match. Students designed concepts informed by their vision of Genesis client values, preferences and mentality versus a traditional, data-focused, demographic approach.
“Sometimes when you want to be a step ahead you bring in outside inspiration,” said Head of Genesis Brand, Manfred Fitzgerald. “What does the next generation think? This partnership gives us a pure view of that and will help us refine the product and experience we offer.”
“For Genesis this project is part concept development and part recruiting,” said Head of Genesis Design, Luc Donckerwolke. “We find that students bring an entirely different approach to a given challenge compared with professional designers, graphic artists and experiential experts. That is why we stay constantly connected to them.”
After reviewing ten halo car designs, the Genesis design team selected four models to be on display for media to view at the private event. Additionally, all three of the brand experience concepts will be on display as well.
“There is true power in partnership with visionary corporations such as Genesis,” said ArtCenter’s Chair of Transportation Design, Stewart Reed. “It is particularly gratifying when our alumni are leading the charge, as with Luc, SangYup Lee and Sasha Selipanov at Genesis. Our goal is to prepare students to have an impact on the rapidly changing automotive world and industry collaboration is a rigorous and proven way to do that.”
Also during the weekend, the GV80 Concept SUV will make its concours debut on the Concept Lawn at the Pebble Beach Concours d’Elegance.
