Julian Thomson: My 2013 Prediction, The Rise Of Luxury Design Culture
PSFK asks the Design Director at Jaguar what he thinks will dominate in 2013.
It used to be so easy to design a successful global luxury product. You’d look at your brand, study its history, future its values, built it next door then sent it on a slow boat to China where it would pop up at 3 times the price in a department store in Shanghai.
It would then fly off the shelves as an adorning local public bought a little piece of Harrods or Silicon Valley.
Modern product design has up to now been principally Eurocentric. You only have to visit the Milan Furniture fair to see that Europe designs the best, most desirable stuff available. It’s obvious isn’t it, or is it? The product design status quo is now changing. This somewhat imperialist tone that the West knows best is about to shift. We can no longer rather arrogantly design and sell products imposing our regimented styles and values to a new global market.