Humanising Technology

'The best technology should make something easier, more beautiful or more comfortable without constantly demanding attention,’ explains Ivan Dulanovic.

There are seismic changes happening in the automotive industry right now, not least with the emergence of sophisticated new technologies and material finishes. Beyond this, definitions of luxury, exclusivity and craft are also becoming part of the conversation. LEPAS’ talk, The Evolving Language of Automotive Design, part of the Global Design Forum at the V&A museum on Monday 14 September at 11.20am, will be the brand’s contribution to that conversation.

Certainly, Dulanovic believes that the role of the car is changing. ‘People increasingly expect the interior of their car to be a comfortable, intelligent and highly considered third space. As such, interior design has become a focal point for designers to meet this expectation,’ he explains. To achieve this, materials, lighting, sound, interfaces and the feeling of space must all work together, seamlessly integrating new technology; no mean feat. ‘It’s important to create a clear and consistent DNA. You should be able to recognise the brand immediately, from the Leopard-Eye lighting signature to the surfaces, proportions and interior atmosphere,’ adds Dulanovic.

Recognising that many people can feel overwhelmed by the breakneck speed of change, Dulanovic believes it is vital to humanise tech. ‘At LEPAS, we talk about technology with warmth. Even our digital interfaces take inspiration from nature. We have looked at the movement of waterfalls, the natural calmness in the way water flows. We have then translated that feeling into the way information moves across a screen,’ he explains.

The human touch also remains central to the design process. Dulanovic always starts the design process with a drawing: ‘You can put an idea onto paper immediately and begin exploring its emotion, proportions and character,’ he explains. At LEPAS, ideas often begin with a simple sketch inspired by the movement of a leopard, the surface of porcelain or the flow of water. ‘Seeing that original emotion eventually become a real car is still one of the most satisfying parts of the job,’ he adds.

Then there is also the question of redefining luxury: ‘It’s becoming less about displaying wealth and more about how something makes you feel. People appreciate proportion, texture, light, space, quietness and attention to detail. These things can create a feeling of quality without being excessive. We use clean architecture, carefully considered materials and natural forms to form an environment that feels tranquil and effortless.’ Dulanovic notes that expectations of exclusivity have also changed. ‘Sophisticated design should not be limited to a small number of extremely expensive products. Our challenge is to take the qualities people associate with exclusivity and make them part of everyday life. Good design does not become less special because more people can experience it.’

It’s a philosophy that feels well suited to the moment. Dulanovic says: ‘We have more technology, materials and manufacturing possibilities than ever before. The temptation is to add complexity simply because we can. But good design requires discipline. It is about finding the right balance between safety, technology, functionality and a strong, clear identity. These are the foundational principles that we need to bring to new automotive design.’

Words by Tamsin Kingswell