Smart design ideas and fresh concepts have emerged in a remarkable partnership between DaimlerChrysler Corporation and Parsons School of Design, a division of New School University. Students recently unveiled a unique line of consumer products incorporating design elements from the Crossfire, Chrysler's sports coupe that combines American design with German engineering. The results--from spectacular lighting to elegant jewelry to a compulsively collectible line of desk accessories--are a testament to the creativity sparked by the partnership. DaimlerChrysler is currently evaluating production plans for the products with decisions to be based upon market appeal and economic factors.
"Usually, a car-inspired accessory has nothing more than a logo stamped across it," said Parsons faculty member Robert Rabinovitz, who helped run the project with senior faculty member Richard Yelle. "This is the first line of car accessories that takes the design of the automobile in to consideration at such a higher level. The Crossfire lends itself easily for interpretation, inspiring the students to create sculptural forms that evoke the feeling of the car without resorting to replicas or logos."
Students first got a glimpse of the car last fall, long before it was on the market.
"We were actually brought to the training facility upstate to see the prototype before the car went into production. This helped us to understand first hand the key elements that made up the Crossfire aesthetic," said student Julia Chuang.
Inspired by those key elements the students worked on designs for lighting, office accessories, and jewelry. They then made prototypes in each category including Caroline Abdon's desk lamp based on the profile of the Crossfire (aptly named Profile), Julia Chuang's line of jewelry, and Susanna Wong and Shunsuke Takino's desk accessories.
The project has proved to be truly rewarding for both parties. DaimlerChrysler has gained a fresh new perspective for potential licensed products related to their all-new Chrysler Crossfire, and Parsons students have had their curriculum enhanced by invaluable industry experience. DaimlerChrysler executives, including Crossfire Brand Manager Pablo Cuevas, have spent an enormous amount of time working with students on the project.
"This sort of learning is unique and absolutely critical to Parsons students' development as designers," said Cuevas. "They are getting real-life interaction with executives and learning how real business decisions affect design."
The general public can view the student-designed Crossfire products at the International Licensing Show 2003 at Jacob K. Javits Convention Center in New York June 10-12, and during a nation-wide tour this summer showcasing the Crossfire at a series of Chrysler Brand events called "Art of Driving." Art of Driving is a dedicated Dealer/Owner/Prospect Test Drive and Brand Experience focusing on the immersion of the new Chrysler Brand image.
Parsons School of Design:
A division of New School University, Parsons is one of the largest degree-granting colleges of art and design in the nation. Currently enrolled are about 2,400 undergraduate students, 500 graduate students, and 2,500 non-degree students from all 50 of the United States and from 60 countries. Parsons' main campuses are located in New York City's Greenwich Village and Midtown Manhattan. Undergraduate degrees are offered in Architectural Design, Communication Design, Design and Management, Design and Technology, Fashion Design, Fine Arts, Illustration, Interior Design, Photography, Product Design. Graduate degrees are granted in Architecture, Design and Technology, Lighting Design, Painting and Sculpture, Photography, and the History of Decorative Arts. For further information on Parsons, call 212-229-8910 or visit the Web site at www.parsons.edu.
Images available: Crossfire car; project renderings by students
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