TOPICS Series.GLOBAL EYES ON DESIGN from America

Role of Design & Growing Talent in a Rapidly Changing Auto Industry-The Front Lines of American Design Education

For Young AISIN Designers

There are 2 things I would like to say: 1.”Fly high and land elegantly” First be ambitious and fly high. That takes courage and big wings. Flying allows us to see much further than when we are on the ground. It is finding unexpected opportunities. If one doesn’t fly high, there is no way to find a new way. Once you find a new opportunity, you need to bring it to life. That is landing elegantly. This requires designers to have sophisticated skills and expertise in design and the ability to collaborate with others to deliver the best possible design. 2.”Be free from constraints” This is very important particularly in the automotive component industry, where designers are dealing with many constraints. Constraints are like tall walls blocking us from other possibilities. Low level designers would sacrifice their design due to the constraints. Experienced designers should be able to both respect and understand constraints well and grow taller than the walls. Then the designer should be able to work around the constraints or suggest new innovations.

Mr. Choi concisely used the words “Technology for Humanity” in response to our questions. This is founded on deeply understanding people around the world through things like ethnography. Furthermore, future development should not be about “What does the user want?” but rather “What should be given?”