AUTOMOTIVE COLOR TRENDS
BASF - AUTOMOTIVE COLOUR TRENDS, VISUALISATION AND ANALYSIS.
Commissioned by the AUTOMOTIVE COLOR DESIGN team of BASF‘s COATINGS DIVISION, ZEITGUISED STUDIO set out to research, explore and communicate color trend visualizations via a global design tool kit for the automotive industry, which is a seminal trend book on car paints.
The collaboration started with an intensive workshop during which the individual global design teams of the corporation met and discussed their findings. foam’s task was to interpret the diverse findings of the group, and consolidate the complex social, technological and aesthetic trends and translate them into formal narratives.
Art Direction: Jamie Raap
Print Design: The Simple Society
Sound Design for Film Version: Alex Pastore
GLOBAL DESIGN TOOL KIT
After an extensive phase of research and development, the studio under art director Jamie Raap visualized these global trend relations as a terrain of unexpected allure that expands between a boundless sculpture garden and virtual reality stage set.
A vital part of the project was to translate the different coating colors into shapes that visualize what the paint would look like applied to scale and at the same time embody the inherent characteristics of the design thinking behind the color development.
This project lined up three of the studio’s main focus areas in one exciting and unusual project: future material trends, automotive/mobility and poetic expression of shape.
The result is an unseen formal language, with autonomous shapes and unfamiliar materials celebrated in a playful ménage of bold hyperrealism and poetic abstraction.