Digesting Thoughts (Live!) from the European CATIA Forum, Day 1

By Kate
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It’s alive! That’s the impression I had at this morning’s opening session. CATIA CEO Jacques Leveille Nizerolle told the crowd of +1,200 that this year CATIA wanted to emphasize the word ‘live’ because that’s where V6 shines. Live collaborative design. He told us he wanted people to “jump in and use V6, touch it.”

The events team also pulled off making the CATIA logo, Beijing National Stadium and the V6 logo seem alive. Through an optical theater technique they hovered and spun around, almost like ghosts in a Harry Potter scene.

One of the presentations I liked best was given by Arup Sport’s Associate Director of Structural Engineering, Martin Simpson. It was interesting to hear how the conception of the Bird’s Nest (designed with CATIA) began five years ago and the roles parametric and associative design played in conceiving, for example, the cascading stairs, twisted box sections, or eliminating the moving roof and quickly re-jigging the entire project.

Because the design was so complex (think twisted steel beams à la rung-out towel, wrapped delicately around the stadium bowl), Martin said it was crucial to be able to digitally assemble all the parts in a virtual prototype, test in detail each component within context, and adjust from there. In fact, the project was so complex that when it came time to building the scaled physical model, they couldn’t find anyone in the construction industry capable. Arup had to call upon a shipbuilder out of Shanghai to build it!

Martin ended his presentation comparing the lifecycle for buildings to that of manufacturing. The difference being that today there’s still an enormous amount of waste in construction whereas manufacturing has become lean. For this, and for where the lifecycle for buildings is really fractured, solutions like CATIA for 3D CAD and PLM can come in and make a big difference.

But back to manufacturing. Martin pointed out that if you look to its history, starting with Henry Ford’s first assembly lines to today’s robotic technologies, you get a glimpse as to how his industry will evolve.

I was able to catch up with Martin in the lobby of the New York hotel to drill down on this. Martin told me that what he really expects to change is how you put together complex buildings like stadiums (which, BTW, will grow so complex as to become community complexes in themselves, including schools for children!). He started talking about assembling large chunks separately and bringing them together. And I of course thought of Boeing’s Dreamliner. We’re also seeing this starting to happen in the shipbuilding industry. I didn’t expect him to say it, but it makes sense when you consider how complex the stadiums being designed today are.

As an aside, I asked Martin if he was familiar with farm towers and if he thought people would start growing food in stadiums too. Martin then kinda looked at me funny and answered: “Now there’s an idea I haven’t thought of before! Maybe not in the stadiums themselves, but on the grounds.” Just think, one day our stadiums may grow the food that onsite restaurants will cook and serve to visitors. I’ll betcha we’ll see it one day . . .



P.S. If you’d like to dig deeper into lean construction, check out Sir John Egan’s “Rethinking Construction.” It was written in 1998 but remains pertinent. Some sample stats Martin covered from the paper: Ten percent of materials used in construction are wasted. Forty percent of construction projects are completed late/over budget.

P.P.S. If you’d like to read more about the future of stadium design, you may enjoy the article Pushing the Limits in Stadium Design.

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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