04.08.2003  STUDENTS OF IAAD PRESENT LANCIA-SPONSORED 'HPE: A NEW CONCEPT IN LUXURY'

In the past the common opinion of luxury was linked to something that was expensive, conservative and unattractive. The current idea considers luxury as non innovative, as many vehicles take the same lines of the past models.

Which elements can then characterize the new luxury? How can we make younger clients to purchase luxury cars? What do they want and expect?

All this questions have answers: maybe we should think what kind of luxury we want to see: comfortable, with attractive exterior, unusual colours for people that love to show off (such as blue, red,  yellow) simple innovative solutions and shapes (why Stark and Newson are the best? Because they know that new luxury is pure shapes with new concepts. Long curved lines with rough end , new architectonic concepts (for example the window can become the door). The idea is to modify the opinion that luxury car must be 5 metres long and have four doors, utilization of new materials (don’t plastic seats by Jasper Morrison cost as much as leather ones?) 
Maybe new luxury is to give life to what we think.

This new concept of luxury  is conceived for users that wish to possess quality products, with esthetically beautiful shapes that offer particular feelings.

This new concept of luxury follows simplicity: forgotten shapes blended to innovative architecture, that together offer driving and possessing pleasure of recognizing oneself in the vehicle. The shape are inspired by Lancia Stratos with McLaren F1 and Citroen Airdream influence.