FCA Design Center inaugurates new studio and becomes multibrand

Fiat Chrysler Automobiles (FCA) inaugurates the new Latam Design Center, located in the Automotive Pole in the city of Betim, Minas Gerais. Considered the largest automotive design studio in Latin America, with approximately 150 professionals responsible for the creation of new projects, the space is the result of investments of R$ 11.4 million. In an area of 2,700 square meters divided into two floors, the new Design Center brings the know-how of 17 years of full activity, a period in which there were developed more than 15 new models and eight concept-cars of the Fiat brand for the markets of Brazil and Latin America.

“We were born as Fiat Style Center of Brazil in 2002. We have 17 years of experience in an area which now becomes multibrand and faces the challenge of also try new ideas, shapes and materials for the brands Jeep and RAM for Latin America", says the director of the Latam Design Center, Peter Fassbender. “The new Design Center is proof of the evolution and accreditation of our history. We are ready for the new challenges", he adds.

For Ralph Gilles, vice-president of FCA Global Design, who was recently in Brazil to visit the new space, Latin America’s team has in their hands the best tools to create. “When you put so many talented people together in a single space, amazing things happen", he said. Still according to Gilles, designers are the guardians of brands: “We are constantly looking for new ideas, and the magic is in the people who are hired to do this. It is about putting the most creative people in a space and let them dream," he said.

All FCA products are developed collaboratively by global teams. With a multidisciplinary team, formed by designers, engineers, sociologists, psychologists, among others, the Latam Design Center maintains an intense routine of exchanges with the poles of development of the FCA in North America, Europe and Asia. “The Brazilian professionals attend immersions in FCA studios abroad and vice versa. The interactions allow the diversity of ideas for inspiration for new concepts," says Rafael Peixoto, leader of Interior Design.

USER EXPERIENCE

Besides the wide and integrated space, the new Design Center brings technology as its bigger differential. The User Experience (UX) laboratory is equipped with simulators specially developed to test the usability of interfaces and connectivity solutions, as well as perceptions of internal and external design of vehicles. “FCA is the first company in the automotive sector to invest in the creation of a laboratory of UX in the country. With these tools, we guarantee that the view of user experience is within the development process. The challenge is to deeply understand the client in interactions with the car, within a perspective of usability and security," explains the leader in the UX area, Leandro Alvarenga. In the laboratory, designers and researchers work together, making the design cycle more efficient and responsive.

Developed by FCA in partnership with a company of innovation of the Technological Pole of Campinas, the simulator creates an environment that seeks to realistic represent diversified conditions of driving. The interaction with the transit, as overtaking cars and the presence of pedestrians, is synchronized to the vehicle signs, such as acceleration and braking, by means of Artificial Intelligence. Everything is tailor-made so the usability testing of the instrument panels and the infotainment systems may occur as close as possible to the real environment. “We stay behind the mirror, evaluating people’s reactions to certain inputs. The feedback on what works and what are the gaps in user experience occurs in real time," says Leandro Alvarenga. The platform is modular, allowing the quick exchange of the components, either by Fiat, Jeep and RAM.

Another tool of the UX Lab is the simulator of virtual reality, in order to assess the internal and external finishes, such as colors and textures. The tool is widely used in the initial phase of the project, prior to the construction of the physical models.

INTEGRATED SPACES

Besides the UX Lab, the new Latam Design Center, there is a Virtual Room, with the differential of the laser projector, advanced technology, and result of an investment of more than R$ 1 million. With the new equipment, the vehicle is designed in excellent resolution, actual size and specific details of texture. This feature provides ratings closer to reality.

Integrated into the Virtual Room and the UX Lab, the Showroom is the space where the presentations of the various phases of projects in development, until the final approval. The diffuse lighting emphasizes the shape and colors of the models. Also located on the ground floor, the Integrated features 674 square meters, divided in two environments. The areas are intended for the construction of models in clay, with integration of the Design and Engineering teams, who actively participates in the development of a model.

On the second floor, we have the work areas. The architecture of the space is open to promote creativity and join the various teams. “On the second floor, we project and design the cars. Downstairs we execute prototypes, test and validate the results", explains Daniel Gerzson, leader of Exterior Design. The second floor has a connection with the Integrated, by means of a glass mezzanine, allowing the designers to maintain visual contact with the permanent model that is under development.

According to Peter Fassbender, a new wave of investment is planned for the years to come for the construction of a second building, beside the current, to house the machining equipment, 3D printer, in addition to other spaces.

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