AFF Technical Resources - Ford Falcon 50th Anniversary Seats Win Design Accolade

MARCH 18, 2011

The Ford Falcon 50th Anniversary edition has starred at the coveted 2010 Melbourne Design Awards.

The high-quality leather detailed seats in the special anniversary Falcon won the professional division in the Product Design – Automotive and Transport category of the 2010 Melbourne Design Awards.

"It's a significant achievement for our talented design team to have won against such a high-calibre of entrants," Ford's Melbourne-based Asia, Pacific and Africa Design Director, Chris Svensson, said.

Under Svensson's supervision the project brief for the Falcon's 50th Anniversary seats was to create a premium seat that captured the imagination of customers befitting a true collectors' edition. The Falcon is the longest running motoring nameplate in the country.

The 50th Anniversary seat project team included Ford Colour and Materials Design Manager, Emily Lai, along with fellow designers Antonia Trinchi, Marisa Marazita and Nick Eterovic.

Lai said Falcon's high-grade leather detailed seat not only had to look good but had to stand the test of time, both physically and visually.

"We also had to take into consideration important safety, volume manufacturing and cost parameters for the seat design," she said. "We also employed a new strategy of embossing as well as unique sew styles to alter the proportions, look and character of the seats.

"Importantly, there is a strong connection to our brand as well."

Svensson said that from a marketing point-of-view the 50th Anniversary seat design had to appeal to traditional Falcon customers but also attract potential buyers not yet connected to the brand.

Apart from the Falcon's 50th Anniversary seats, the rugged Australian-designed and engineered next-generation Ranger pickup was a finalist in the Product Design – Automotive and Transport category.

Ford's APA Research Centre was among several leading design studios to feature in this year's awards.

170 of Melbourne’s leading design commissioners, creators and followers were on hand to welcome the 2010 Melbourne Design Award recipients this month, as voted for by Melbourne and Australia’s own Design Community.

Awards were presented in the design categories involving Space, Visual, Object, Fashion and Experiences.

Award winners were presented with two trophies, recognising the important contribution of not only the designers and creators but also the project commissioners.

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