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Meet the champs
How much do these two design champs have in common; do they share the same design philosophy; and do they wish to break conventions? Get some of the answers here as these two heavyweights go three rounds with one another. Go all twelve rounds with Head of design for the Audi Group Walter de'Silva and David Lewis, Chief Designer for Bang & Olufsen. » Download pdf
The first three rounds with Walter de'Silva and David Lewis:
1. What is your design philosophy?
Walter de’Silva: As a designer my goal is to optimise the appearance, the function and the value of a product; to engage the emotions of the user and to benefit the manufacturer.
David lewis: I don't have a design philosophy as such. I always try to establish some sort of "on-going" philosophy during the development process. I find that without the solid ground of an elaborated design philosophy it is easier to remain open.
2. Where do you usually get your inspiration?
Walter de’Silva: - A designer is always open to outside influences, so it is difficult to limit this to specific things. Nature is inspirational – even here form follows function. Looking at solutions in other design fields is also inspirational – architecture, furniture, home electronics. As we interact with all these things, there is a continuous process of awareness, and then of familiarity which then leads to ideas for adaptation.
David Lewis: From everywhere! As Danish author Karen Blixen (alias Isak Dinesen) put it: "Inspiration is 5 percent, the rest is hard work." When it does happen, I find it everywhere – usually in the least expected places. I always recognize inspiration when it happens because the input simply feels right.
3. How do you see the connection between design and technology?
Is it a matter of combining sensory and emotional appeal with technological excellence,
or is there more to it?
Walter de’Silva: Purely technological solutions satisfy only the intellect. The designer gives the product characteristics which speak directly to the user: they capture the attention, they invite closer inspection, and they satisfy expectations. So, yes, it is a matter of combining sensory and emotional appeal with technological excellence. But the design process involves much more than that. There are also all the details which the user knows nothing of like production technologies, safety legislation, the properties of materials and so on.
David Lewis: With technology, one has to take great care. The latest tech is very new and very exciting, and it is very easy to be seduced into some sort of technology rush. The co-developers I work with are very much into the newest stuff, but I usually try to focus on the essentials: What that technology can actually do for us.
Basically, design is a translation of technology. It adds ease of use and ease of understanding. Combining sensory and emotional appeal with technological excellence does not make things more understandable. Appearance is just one parameter. What is essential is to understand the core of the apparatus.
Take all twelve rounds with David Lewis, Chief Designer for Bang & Olufsen and Head of Design for the Audi Group Walter de'Silva …
