IIDA Reveals Winners of 2022 Global Excellence Awards
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IDSA experts on the beauty of non-utilitarian things in the cabin -
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New Sundancer Boat a BMW Designworks and Sea Ray Collaboration
Designworks, BMW’s California design studio, has announced their first collaboration with Sea Ray, the storied boat builder, on their new Sundancer 370 Outboard. Released to coincide with the 45th anniversary of the Sundancer series, it’s a swoopy-looking departure for the iconic maritime manufacturer.
According to Sea Ray, their agenda is to move Sea Ray forward, with four design characteristics: Sleek, confident, athletic, and distinctive. Sea Ray pointed to the Sundancer’s s-sheer line in the sides of the boat as indicative of its sleekness. What they referred to as a strong character jawline is where confidence comes in, and they say athleticism is the angularity of the design. Lastly, the Sundancer 370’s use of the Sea Ray hull emblem is what makes it distinctive. Think BMW design aesthetic on the water, and a complete rework of what is a Sea Ray boat.
BMW Designworks Collaborates with Sea Ray on New Design Language
Home » News » BMW Designworks Collaborates with Sea Ray on New Design Language
BMW is known for crafting the Ultimate Driving Machine; cars that are more than just transportation appliances but enjoyable to drive on the road. However, might the brand also be transitioning into the Ultimate Boating Machine? BMW Designworks, the slightly more experimental design arm of the BMW Group, has just collaborated with Sea Ray to design a new design language for the pleasure boat (that sounds a bit inappropriate, right?) brand.
“Sea Ray has a rich history as a leading boat manufacturer for more than 60 years,” said Johannes Lampela, Director of Industrial Design at Designworks. “The Sea Ray look is very recognizable, and our goal working together was to further strengthen that design DNA by bringing forward the most iconic features through a modern design execution. What emerged is a modern yet classic aesthetic that i