by Prof. Dr. Marina-Elena Wachs
Hochschule Niederrhein - university of applied sciences
Fachbereich Textil- und Bekleidungstechnik - faculty of textile and clothing technology

"The beauty in design – aesthetics and functions caused by combining analogue with digital processing"

Design attraction and design codes stands in relationship to function and strategy concepts in business cases of fashion as well as in automotive design. At the same time we are living in a design dominated world, which gets new inspirations by changing production processes from the fourth industrial revolution. Industry 4.0, that will transform design, operation, service, and manufacture of products. Generating design as "form follows function", with the requirement, like Dieter Rams said, "less design as possible" shows the timeless reasonable fact of classic style with focussing the end of natural sources. The demand on the beauty in design will never end. But what does "Beauteousness" means in design in the year 2020?
The earlier definition of beauteousness during the renaissance time specified the term "beauteousness" in relationship to proportion, which had been measured with length in combination with the development of creating central perspective in art, to focus a harmonious balance of creative elements.
Architects and theorists like Leon Batista Alberti defined a well proportion in balance, a harmony of elements to generate an ideal icon of beauty. During the 20s century architects like Sullivan and the Bauhaus school taught the beauty in design as forms related to timeless combinations of geometric forms.
The modern times opened the possibility to get new impetus of the beauty in design, when ugly design gets attraction: Umberto Eco asked about the beauty in ugly phenomena with the help of his book "on Ugliness", which inspired the fashion scene.
Now, during the 21.st century we have to consider that different parameters constructing beauty in design: sustainable requirements, bionic parameters and generated fashion are some examples. Beside the artistic and philosophical definition of beauteousness, the industrial process is generating beauty full forms: digital generating with special software allows to define new beauty full forms – new beauty full codes in product design. And beside this, the generated design creates new functions. Today we know, that only the combination of thinking and doing, in analogue with digital processes will fashioning the future in all design disciplines.

Keywords of the project: beauteousness, analogue and digital processing, digital drawing, Industry 4.0, fashion /-engineering, automotive /-design; sustainability: no waste, beauty of functions, aesthetic value, bionic design, generating fashion.

Inspirations: Beauteousness of Nature -forms, Sportswear, Fashion and Icons of the 1990s, Photography, Nordic Countries and others

Design Elise Esser: Bee Attentive wird BeeMW

BACHELOR AND MASTER THESIS

Nadin Detering

The Bachelor thesis of Nadin Detering "Pixel vs. Brushstroke" evaluates analogue and digital drawing techniques to bring out the own handwriting into design of interior design and automotive design as a concept car, represents the need to think about the human qualities in handcraft and about the limits of digital driven design qualities.

Lucienne Dornbusch

The Master thesis of Lucienne Dornbusch was inspired by the spin less animals and combines inspirations of nature, art and fashion to create a new automotive design concept. In this case bionic parameters are the most important aspects for the product language and as well for the beauty full functions of innovative design: Three design products for concept cars named Frosense, Vacoral and Textacle had been target of this work.

Linda Pfanzler

The master's thesis of Linda Pfanzler proofs the interdisciplinary benefit of two disciplines (fashion and automotive interior design), - of two nations, cultural codes (Germany and South Korea) and double design qualities: "The Han Legacy: textile interface of fashion design and smart interior design in concept cars" are connecting functions in design. At the same time an intercultural design dialogue had been initiated in analysing design codes of each nation.

RESEARCH STUDIES of programme MA >Textile Produkte Design<

Theresa Scholl

The research work of Theresa Scholl about textile digital working spaces for the mobile office in 2030 deals with new scenarios of working, characterized by scientist based working, by low hierarchical structures of the team and new roles of the group, are initiating their own new patterns. In focussing the power of smart textiles and key characters of textile tools, function based systems are creating a working underlining space for feel good atmospheres. The connection of analogue and digital textile design techniques drives the form, function and beauteousness of working spaces for tomorrow.

COOPERATIONPROJECT EPSON GmbH Meerbusch Deutschland

Awards of the students

International Epson Living Award goes to Germany:
Evgenia Guliev, Master student design: >Modern Nostalgia<

The design „Modern Nostalgia" by Evgenia Guliev merges opposite design aspects to create a new aesthetic, having the trend of redesign in mind. On the verge of a sensory overload graphical shapes amalgamate with naturalistic flower stems into a bold statement about contrasts and harmony and by that showing us a new way of synergy and sympathy between dissimilar design notions.