To make all this happen, Genesis has brought on-board Luc Donckerwolke who, as chief creative officer, will lead design now and into the future. This is a highly calculated move since in a career spanning some 30 years, the Belgian designer has been instrumental in re-shaping car brands such as Lamborghini, Audi, Bentley and more. He has a way of rethinking even the most conservative carmakers to be fresh and relevant.
The Genesis story is about to get exciting. Declared independent from Hyundai only five years ago, this relatively new brand has ambitious plans to challenge the status quo with products that look to the future of mobility by basing design on progressive technology. Already present in the Asian and US markets, this summer Genesis entered Europe with five production cars to be followed later in the year with three electric models.
Intrigued to learn more about what Donckerwolke plans to do with Genesis — an almost blank canvas to draw up a vision for post-combustion times — I arranged a video call, me from London, he from Seoul.
The body is left raw and unpainted revealing scratches from the manufacturing process. The panoramic roof is made of recycled and recyclable light Perspex. The cabin is entirely leather and chrome-free with seats covered in reusable knitted fabric, dashboard made of salvaged cork and seatbelts from repurposed climbing rope — all of which are fully recyclable. This is the MINI Strip, a custom-built unique electric car exploring ideas around design for circularity.
In 1920 F Scott Fitzgerald took what turned out to be a rather rocky road trip from Connecticut to Alabama in a used Marmon so Zelda could rekindle with her childhood in the south. His upbeat account of the eight day adventure were later published in book form as The Cruise of the Rolling Junk. Zelda was less generous with the journey writing simply: ‘the joys of motoring are more-or-less fictional’. When building his 1924 Type 35, Ettore Bugatti modelled the engine first in wood to make sure the proportions were right for the car. In 1933 the racing driver Francis Turner was killed while testing Buckminster Fuller’s crazy-shaped three-wheeled Dymaxion since the architect and inventor didn’t bother too much with mastering aerodynamics and proper engineering so his prototype lifted at speed making it impossible to steer or brake as Turner was to tragically discover. The Fiat Lingotto Turin facility and its cinematic pista were the work of a naval architect by the name of Giacomo Matté-Trucco who was inspired by the theories of the Italian Futurists.
These are just some of the myriad of topics gathered from the car-besotted century by Stephen Bayley in his latest book The Age of Combustion – an edited selection of his Octane column, The Aesthete. This is a hugely engaging book and Bayley is a natural raconteur. His writing is erudite but also light and fun – forever weaving his immense pool of knowledge on architecture and design and cinema and literature and life into multiple narratives. Or to quote the industrial designer J Mays: ‘No one articulates the Theatre of Design like Stephen Bayley.’
I’ve been speaking with a number of senior creatives in the car world lately. My interest is in understanding how various brands are navigating their way to the new electric and autonomous age of the automobile. Like many, I am hugely excited to see a genuine shift in attitude, even among the more conservative makers. And I’m eager to see how designers are responding to change – if they are willing to radically rethink car design.
In the last few months alone, most of the major makers have set out their net zero plans, and we are now beginning to see and drive products designed and engineered purely for electric drive. What has become clear though is that this first wave of clean(er) powered transport are not revolutionary in design. The radical approach I was hoping for may happen along the journey once makers and users ease into electric drive.
That said, my fear is that collectively car companies will become too comfortable in this interim phase – that they will see enough profit not to push for real change. Yet, electric drive offers a golden opportunity for the design community to lead the way in expressing a whole new form of transport – possibly find a new form language that can explore the car’s larger societal responsibilities. Surely there is so much excitement in this.
On that note, happy Spring and happy Nowruz – to a new day and all its possibilities.
Project Geländewagen is a fictionalised G-Wagen/G-Class racecar, stripped of all clichés of opulence. This experimental project is the collaborative work of the Mercedes-Benz creative chief Gorden Wagener and Louis Vuitton’s menswear artistic director and founder of fashion label Off-White Virgil Abloh. The product they have imagined together is the antithesis of the polished and flawless world of luxury to offer an alternative approach.
Intrigued by the possibilities of injecting a little of the theatre of fashion to the more subdued world of motoring, I set up a remote interview with the two creative directors to see how the ideas expressed here could potentially entertain the future of Mercedes cars. I also asked what the lessons they may have learned from this pandemic and the approaching climate crisis.