I don’t differentiate between a chair, a sculpture or a car. As Sam has said to me in the past, cars are the most ubiquitous form of design in our lives, experienced on a daily basis literally thousands of times. Yet we don’t see them while driving and leave them after parking. Though I must admit I keep mine in my office, with one half under my desk.
Now I’d like to speak about what is called Design Art. This is a rather artificial term recently coined by an auction house to market high- end furniture like art. Design Art aped the art market releasing objects in limited editions, usually of 12 for no rhyme or reason, and in the process raised the bar of what you can get away with charging for a chair. This originated with the practice of casting bronze sculptures in more than one due to process of creating moulds from which to cast objects. And it worked: spawning countless design auctions, galleries and fairs, among the most prominent is the fair associated with Basel, the main event in Switzerland and the coming version in Miami next month.
Though design art may seem a gimmick to ascribe higher value to what is in effect simply another chair or a sofa, the key issue, which I feel can have dramatic implications for the car industry is that it does permit designers a wider platform to experiment with less commercially viable materials and technologies that could not readily be put into production.
Marc Newson, the poster boy for design art, has designed a widely acclaimed prototype for Ford and most famously the Lockheed Lounge, inspired by the riveted wings of a plane, which has been featured in a Madonna video and has fetched more that $2.5m in a private sale. Newson’s Locheed was fabricated in an addition of 8 with 4 proofs-if you add that up in total, you can afford a Lockheed plane with the proceeds of the edition, Conran’s should take note. More recently Newson has done a boat for Riva, a plane interior for Quantas and an actual spaceship, and regularly exhibits for the worlds most prestigious gallery-Gagosian, where in New York (Gagosian has about 500 galleries but that’s another talk) he presently has an exhibit solely based on the theme of transportation.
My point is that why shouldn’t cars premier at museums and galleries and be marketed like works of art-like limited edition sculptures? I’ve been successful in convincing Phillips auction house most known for flogging Koons, to sell cars in their design sales (by the way, last night they sold a Warhol for nearly $63.5m in a $137m contemporary art sale, dwarfing last year’s $7m auction).
In 2006 I commissioned architect Zaha Hadid to design the Z Car concept, of which we have now done two iterations, a 3 and 4 wheel prototype. Zaha has created many transport relevant designs from a parking lot in France, a firehouse in Basel, the BMW factory in Leipzig, a new boat as well, and is nearing completion on the extraordinary Olympic swimming pavilion—a 17,000 seat arena. In an amazing act of democratizing the factory, the conveyor belt for BMW, where the 3 series is built, travels overhead though the cafeteria and executive offices.
The Z Car, of which we have a few 1:1 scale models, has traveled from the Guggenheim Museum in New York to Museums and galleries throughout Europe, the States and the Middle East. Major manufactures could learn something from such a bespoke design led approach. It takes the same money to design an awful car as an awfully nice one. And I’d visit any museum in the world to see a Frank Stephenson exhibit and be happy to collect his and other designer’s drawings. Sadly and undeservedly, car designers are the unsung heroes of aesthetics. But on a more practical level, why not use existing platforms like having Hadid re-skin a T25 Gordon Murray city car for the Olympics?
Though I am a bit extreme in my appreciation of all things cars, even as static objects, the public is being sold short by the degree of mediocrity in the world of vehicle design. Today, design seems so homogenous the world over, but its much worse in the states where driving down the motorway seems like a continuous block of metal—like soviet block architecture on wheels which is endlessly depressing. We live in a universe defined by an unprecedented degree of choice, so why not when it comes to cars too?
Kenny Schachter