Design = Emotion = Day 2 @ ECF

By Kate
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At today’s plenary session, CATIA CEO Jacques Leveille Nizerolle welcomed guests and turned over the show to Anne Asensio saying, “I told Anne that this is her day.”

Each presentation was fascinating, and I noted that almost everyone at some point repeated the same message: Design must be focused on humans, and the future of Design is customers doing the designing. I also heard a few times something along the lines of, “Creativity is individual, but innovation is collaborative.”

Anne told us that Design is emotional, and she certainly did a nice job of lining up some emotional treats. Her presentation started with a hip futuristic video, offering her team’s vision of tomorrow’s collaborative Design. I took a photo of it, which is pasted at the top of this post. I’m told DS Design Studio will post it on their new website soon (I wanted to get it to you for today, but they were busy in the dedicated Design track until late afternoon). Anyway, this is definitely worth a view, so I’ll let you know when it’s available online.

Anne also showed us a virtual simulation of real water pouring on a floor. Who knew our R&D department had been working on an algorithm for water? Anne explained, “This is about physical aspects of nature used within modelization.” Another wow.

Ayse Birsel of Bisel+Seck presented next. Her design studio is known for product design for companies such as Herman Miller and is also part of DS Design Studio’s ecosystem. Ayse spoke about how users are the new designers, and that now a designer’s role is to visualize the future. And in order to visualize the future, designers have to put the user in the center of their reflection process. She gave the example of designing a chair. You can design a chair without thinking about humans. You can design a chair for humans to sit on. You can design a chair for a tired human who’s been standing all day to sit on. Each chair will be very different. (I’m omitting the wow moment of Ayse’s presentation because I’d like to dig deeper and give you fuller details. More later.)

Next we heard from Andreas Riedmann, a design engineer in the R&D department of Otto Bock. In addition to bionic limbs, they make wow products like their hybrid wheelchair/paragolfer vehicle. What impressed me the most is that they’re developing thought-powered prostheses. Think connecting real human nerve endings directly to prosthetic hands, arms or other. No, think Will Smith in his film “i,robot”.

Ok, I give up. Wow.

And finally, well, who doesn’t say wow! when then learn about BMW’s GINA vehicle. Chris Bangle was “present” in the form on an optical theater special effect but managed to chat with Anne anyway while giving us a fascinating presentation on “The GINA Philosophy” and how the car came to be. We even got to see a video of GINA in all her behaviors. Check out GINA for yourself in this video I found on YouTube:

If you attended ECF, please jump in on the comments section. I’d love to hear your impressions about these speakers.



P.S. Andreas from Otto Bock told us he’s using CATIA Industrial Design software Imagine & Shape on an exciting hand prosthesis project. ‘Said it’s a lot easier to communicate with the designer this way. Click here to see a neat CATIA Imagine & Shape video.

We the People @ DS Design Studio

By Kate
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One of the reasons we started this blog is to give you an insider’s window to Dassault Systèmes at large. So if you’re really going to ‘get to know’ the DS Design Studio, it’s only fitting for me to introduce you to the people driving it.

DS Design Studio put together what they call a Body Card that I’ve pasted it below for you to have a look. Can you identify Anne Asensio?

If Anne is DS Design Studio’s lead evangelist, she’s not alone. Rather than using my own words to introduce you to the team, I took my video camera to the studio and filmed them. Check out this video where you can learn from the team who they are, plus they may answer a surprise question or two.

I hope you feel like you know the DS Design Studio better now. We’ve explored its mission, four pillars and met the team. Later we’ll look at specific projects. If you missed the series and would like to catch up, here are all the posts:

1. Is Dassault Systèmes a Design Company?
2. Mission Design, Follow the Spiral
3. Building the Design Foundation, Pillars 1 & 2
4. Building the Design Foundation, Pillar 3
5. Building the Design Foundation, Pillar 4
6. We the People @ DS Design Studio

Many thanks for following and your comments. Design is one of the regular themes of this blog, so if you like it, please subscribe to receive feeds if you haven’t already. I’ll also be blogging about subjects like Green PLM and some other goodies, so stay tuned for these posts as well.



P.S. I’m going to ECF (the European CATIA Forum), so perhaps I’ll see you at Euro Disney . . .

Building the Design Foundation: Pillar 4

By Kate
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If you’re new to 3D Perspectives, we’ve been talking about Dassault Systèmes’ Design mission and getting to know the DS Design Studio. I’ve covered Design DNA, all sorts of spirals, and fun technology powering experience design. So now you’re ready to learn about the DS Design Studio’s fourth and last pillar.

Pillar 4: Design Ecosystem:

Beyond a PLM and Design culture-changer, the DS Design Studio is a Design consultant for external and internal customers. Whether a Dassault Systèmes client or someone internally has a product design need, the DS Design Studio is available for advice but also practical help. They can design your desired product in CATIA and see it through to production. They can also help you build a lifelike product experience scenario for design reviews. The Design Ecosystem is the web of players involved with DS Design Studio and is composed of several types of partners.

• Design schools (i.e. Strate College, CCS)
• Design shops (i.e. Nori Inc., 3e-Oeil)
• Design customers (i.e. aerospace OEM)

For example, the DS Design Studio is working with an aerospace OEM to design the interior cabin for a line of business jets as well as the lifelike experience for the design review. I’ll go into more about the schools in another blog series, maybe Design Series 2.

So there you have it, the four pillars of DS Design Studio.

• Design Image
• Design R&D Solutions
• Design Experience
• Design Ecosystem

Stay tuned to meet the people behind the studio . . .



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