4th Design Forum in Saragossa, Spain


Experts exchanged ideas and opinions on the future of industrial design at the 4th Design Forum in Saragossa on 8/9 April. A total of 200 students and junior designers took part in addition to 300 designers, architects, and engineers. Speakers included renowned designers such as Allan Chochinov from the School of Visual Arts in New York, Arnauld Blank, Head of Design at Decathlon, and Friedhelm Engler, Director Advanced Design at Opel, who gave the closing speech at the two-day event. He spoke about the “the importance of design for brand identity,” using the Opel design philosophy as an example: ‘Sculptural design meets German precision.’

Engler explained how the foundation for top-quality design at Opel is the employees’ talent and flair for form, supported by cutting-edge technology. “Our design process always focuses on the customer, and we have to put ourselves in their shoes in order to design cars they expect to see in the years to come. Design is the translation of customers’ needs and visions into emotional products.” Engler’s talk was accompanied by examples ranging from the GT and the Monza Concept right through to the new Corsa. Away from the stage, participants and students approached the Opel designer and engaged him in animated discussions.

The Design Forum was organized by CADI (Centro Aragonés de Diseño Industrial), which promotes activities related to industrial design in the region. Opel’s participation this year is not the first time that it has collaborated with CADI. In 2014, the new Corsa was unveiled at the design center.