Seat opens new Global Design Center

Seat has opened its new Global Design Center, located within the Technical Center close to its manufacturing operations in Martorell, near Barcelona. A week of opening celebrations culminated with an event on Nov 8 for designers from the fields of architecture, fashion, industry, advertising, communication, art and photography, as well as specialised design media. More than 130 attendees were able to stroll around the Seat Design Center facilities in an informal and relaxed atmosphere.

Seat is a subsidiary of the Volkswagen Group, that also produces the Audi, Bentley, Skoda, Lamborghini, Bugatti and Volkswagen brands. In the evening presentations Erich Schmitt, president of Seat, introduced Walter de'Silva, Design Director of the Volkswagen Group since January 2007, and formerly Seat Design Director. De'Silva explained the difficult task he had two years ago in luring Luc Donckerwolke away from his role as Head of Design at Lamborghini – where he had been responsible for the Murcielago and Gallardo supercars – to take over as Design Director for Seat. He explained that Donckerwolke has always been reluctant to become a manager, and had a very hands-on approach to design. De'Silva recalled that in his visits to Lamborghini he had to remind Donckerwolke to "share his toys with someone else".

Luc Donckerwolke explained how the Seat design DNA had been established in recent years under de'Silva, and demonstrated the key elements of Seat design in a sketch demonstration, highlighting the integration of hood and body, the 'linea dynamica' bodyside keylines, the window graphic with classic 'hook', a form "nicely supported by the wheels", and overall emotional lines. In the front aspect, the key elements were explained as the eyebrow lines 'leading to the heart' - the prominent Seat badge.

Seat has combined its three previous studios into this new location. Permanent staff are augmented by contractors as needed. The design team is split into two teams, one working on advanced design, and the other focussed on cars closer to production.

The new facility is a building designed by and for designers. The original concept came from Luc Donckerwolke, who has given high priority to functionality, using a principle of protection outwards and transparency inwards. The architectural design – a square within a square – contributes to conserving total privacy from the outside, while allowing light in through an inner courtyard. This light is also filtered through the building's metal surfacing, formed by a system of typical Mediterranean latticework, offering visibility from the inside out, but not from the outside in. Glass predominates in the completely open-plan interior decoration, providing visual interconnection, encouraging closer liaison and communication between staff in the creative and production processes.

The space has been divided into four areas: ideas (design), creation (construction), the physical presentation and virtual presentation of the vehicle. All these activities are interconnected via the inner courtyard. The facility's 5,600 square meters of floor space can accommodate over a hundred engineers, designers and modelers. Currently the design team comprises about 45 creative and technical designers, 35 clay modelers, and 10 color and trim staff. Exterior design is located on the upper floor, with interior design on the lower floor. Digital modeling and engineering support is integrated with these studio spaces. Design management is located on the second floor on the adjoining wing that overlooks the main studio.

According to Seat, the new facility represents the first investment in a strategy it has created for the near future, with a time scale running to 2018 when sales of the brand are expected to grow to as many as 800,000 units. The first production Seat from Donckerwolke's team will be the Ibiza supermini expected in late 2008, while a small coupe concept will be presented at the 2008 Geneva Motor Show.

Related Articles:
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Who's Where: Walter de'Silva appointed Head of VW Group Design
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By Brett Patterson