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.

Best,

Kate

P.S. Andreas from Otto Bock told us he’s using CATIA 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.

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 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 . . .

Best,

Kate

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.

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 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 . . .

Best,

Kate