Today Mercedes-Benz designers are designing the cars of the future, reconciling traditional and modern aspects as they go along. Sensual purity as a definition of modern luxury is at the core of what they do. It succinctly describes a pivotal aspect of the brand – the bipolarity of intelligence and emotion.
Nowadays, luxury is a synonym for timeless character that goes beyond fashion trends. True luxury is a rarity and consequently much sought after. Mercedes-Benz represents modern luxury because people are increasingly less concerned with material value and property. The focus is increasingly shifting towards emotional, authentic experiences, a reduction to what is essential, high tech in combination with traditional craftsmanship and true pleasure.
The six guidelines of the Design Code
With their design the Mercedes-Benz designers create highly emotive experiences and positive elements of surprise: love of the unexpected, the exceptional, the sublime. With "Unexpected Moments" they design icons with a unique sensual appeal.
The aesthetic, creative use of materials, colour and form is consistent with the bipolarity of the Mercedes-Benz brand. Emotion and intelligence are the poles between which the designers consciously seek the "Harmony of Contrasts" and create "Stimulating Contrast".
Good design is based on impressive proportions, because they give expression to energy, harmony and coherence. "Stunning Proportions" are at the heart of what the Mercedes-Benz designers do.
"Freeform & Geometry" is the expression of a sculptural, three-dimensional design: clear, comprehensible shapes are at the core of Mercedes-Benz styling and are perfected by sensual sculpted surfaces.
With "Significant Graphics" the Mercedes-Benz designers bring precision, refinement and high-tech to visual life. They exist in a fascinating interplay with the sensual forms. Refined, precise details give an emphasis to the sensual-sculpted shapes.
A sensual experience - sculptural, excitingly muscular forms as well as natural appeal, haptic materials, colours and moods generate "Natural Attraction".
How did Mercedes-Benz manage to regain design leadership?
Mercedes-Benz design has shifted from a classic to a modern type of luxury. This becomes evident from the sensual purity design philosophy that expresses the bipolarity of intelligence and emotion. This rejuvenated the brand and made Mercedes-Benz design a trendsetter once again.
Designers were also courageous and created new shapes no one expected, to adequately represent the innovative status of a car. This is how Mercedes-Benz shows that avant-garde ideas can inspire, yet remain true to the spirit of the brand.