Creating the HS Systems Look and Feel. Cesar A. Vergara President, Vergarastudio Ridgefield, Connecticut

Transcription

1 Creating the HS Systems Look and Feel Cesar A. Vergara President, Vergarastudio Ridgefield, Connecticut

2 High speed Rail Systems are made up of multiple and complex building blocks

3 This presentation illustrates why the building block of Industrial Design can have a profound effect on how the communities and passengers perceive, use and value the investment in High speed rail

4 Industrial Design: The Mortar between Marketing and Engineering. A key element in creating a cohesive HSR system Envelope of technologies in a HSR system Forges bond between passengers and entire system Makes engineering appealing to all ID forms the Skin of all the technology layers. ID must be applied early to be effective ID must be an integral part of the development of the system

5 When creating a new high Speed system you don t only have to think outside the box, you have to create the box and all its building blocks Every component contributes to deliver consistent message. From switches to schedules to catenary poles. Local geographical relevance is critically important Recognize a station by the building, not only the logo Branding is something you do once the system is created The train is what people think of when referring to HSR Establish a design guide that includes every aspect of the system affecting the customer and communities.

6 The design of the trainset: Cornerstone of a visionary HSRS The appearance of the infrastructure: The pillar of the vision. The trainset is the main bond with the passengers and communities Peoples hobby are model trains, not model train stations Every part of the system builds the quality, form catenary poles to stations Building attractive systems costs the same as building unattractive ones Is the station a stationary train or the train a moving station?

7 Infrastructure must be attractive to all, including those that do not use the high speed line. Cost of attractive structure is same that of unattractive one

8 Cost of HST fleet: Small fraction of the systems cost.

9 Industrial Design less than 1/2% of the cost of the fleet it constitutes almost 100 % of the perception of the entire system.

10 ID is one of the least expensive investments in a HSR system with the greatest impact on its perception.

11 ID chronology and methodology to develop visionary and uniquely American HSR systems Establish criteria through customer focus groups Establish a vision for the system and trainset Criteria should establish design effect, not instructions ID development part of critical path ID project has its own critical path ID part of the original specification ID is subordinate to engineering ADA makes the trains comfortable for every customer ID presented to carbuilders before award ID intent, latitude for carbuilders to comply Request industry comment before award. After award, ID team part of program with carbuilder

12 Initial sets of sketches and ideas help create the first images to be evaluated by customer focus groups. Pictures of existing systems are also benchmarked

13 Sketches renderings in close adherence to the Structural and safety requirements. ID is subordinate to engineering!!!!

14 detailed scale models

15 Translated to 3D CAD Renderings

16 Measured by length, HST track can cost as much as the trainsets also by length trainsets cost more than the most expensive sports car, they should look that way!

17 Images and animations that answer to the criteria, are tested in customer focus groups, followed by full scale mock ups.

18 Automobile manufacturers are counting on us to design ugly trains. So are the airlines Lets prove them wrong!

19 High speed trainsets around the world have become symbols for each of the countries that run them, from Spain to china and emerging nations, everyone wants their own HST identity This cultural shift has transformed High Speed Trains into a new type of national identifier and cultural icon. some examples:

20 France

21 Germany

22 Japan

23 United States

24 Every country has its own HST look and feel, what will the US train (s) look like? Standardization for savings or design as an identifiers and differentiator?

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26 Concluding remarks and executive summary Industrial design is not an expense, its an investment with huge short term and long term return for emerging HST systems Industrial design is the bond between marketing and engineering Industrial design must be part of the initial critical path of the HST project, it cannot be applied as an afterthought. Including an ID design intent in the technical specification puts the railroad in charge, by leveling the playing field amongst the carbuilders ID is part of the sustainability of a system. Cost is same for attractive and unattractive systems. Branding a system that is not attractive will not make the system pretty Learn form the aesthetic ideas of others but don t copy them!!

27 Thank you!