Freitag: Auto Design Expression

Aspiring auto designers from the Royal College of Art in London display their work. A collaboration with funky Swiss Freitag is among them

Freitag: Auto Design Expression

By Stuart Schwartzapfel

So many of the cars produced by the big auto makers are designed with the head and not the heart. And no wonder, given the corporate focus on avoiding any missteps in a fiercely competitive market as well as any criticisms from shareholders and boards

In this climate, the final product too easily ends up a mishmash of input from myriad stakeholders, many of whom have no knowledge of product design. The designer's original intent is often lost between revision 45 and 145.

This is what makes the work of aspiring auto designers so refreshing. These students haven't been exposed to the harsh realities of consumer product testing, marketing research, political red tape and budget cuts. Self-expression, product innovation, idea exploration, and beauty guide their creative process.

SELF-EXPRESSION. The work of 15 auto design graduates at the prestigious Royal College of Art in London will be on display at the graduate show from June 23 and July 2. (And if you're passing through town, don't miss it!) Former RCA grads include Marek Reichman (head of design at Aston Martin) and Ian Callum (Jaguar's design chief).

Among the concepts on display this year is Philip Gillman's Auto Freitag -- the result of an assignment to explore strategic design solutions that provide value to a business while identifying and creating new commercial and brand potential.

AGAINST THE GRAIN. Freitag is a Swiss company that makes funky bags and packs out of recycled materials such as seat belts and truck tarpaulins. Each is unique, and buyers can customize a bag on the company's Web site. Gillman's Auto Freitag targets the same urban, trend-setting customers who want products that leave room for self-expression. According to Gillman, the vehicle's design relates to the key characteristics of the Freitag brand.

Schwartzapfel, a certified car freak, writes BusinessWeek.com's Concept of the Week column. He has studied the automotive marketplace and worked as an advertising/marketing strategist for major manufacturers. He does not write about any car brands for which he currently works.