Audi: Interview with Walter de'Silva, head designer of the Audi brand group

Here's a very cool interview with Walter de'Silva, head designer of the Audi brand broup. Enjoy!

What role does design play for Audi?

Walter de’Silva: Before being assigned the responsibility for the design of the Audi brand group in 2002, Audi already had a highly distinctive design – namely, precision in form and technology. To appeal not only to the mind, but also to the heart and, as such, to people’s emotions, a new, modified design vocabulary was needed – if not only to stand apart more clearly in an age of increasingly fierce competition.

A further task for me was to establish a strong family resemblance within the growing model range, whilst emphasizing the individual characters of our cars. Although this appears to contradict itself, nature has already provided a brilliant solution to this problem. We took the analogy with real human families seriously and, in doing so, defined the genetic building blocks of the brand, the DNA, as it were. The outcome is an aesthetic canon that defines the design framework for architecture, style and details from future Audi models.

What does the future hold?

Walter de’Silva: We will be looking to further develop this concept of attending international design exhibitions. It is certain that the in-crowd will also get to experience us in future as a contemporary exhibitor of fresh ideas for design at similar such events. True to our brand slogan “Vorsprung durch Technik”, we will be constantly aiming to attract attention as a brand with unusual measures and to create trends before they become trends.

Related news: GermanCarBlog, P4MR, Audi

Source: AudiWorld

Audi: Interview with Walter de'Silva, head designer of the Audi brand group

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