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文章來(lái)源：國(guó)創(chuàng)中心、 國(guó)家高速列車(chē)技術(shù)創(chuàng)新中心

源網(wǎng)址：https://mp.weixin.qq.com/s/A1_7zNmAKFtDphuS3-aFcQ

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履歷/簡(jiǎn)介

世界知名工業(yè)設(shè)計(jì)大師Paul Priestman 是國(guó)家高速列車(chē)技術(shù)創(chuàng)新中心首席創(chuàng)意專(zhuān)家，以指導(dǎo)面向未來(lái)及最前沿的大型復(fù)雜高端交通項(xiàng)目而知名，曾帶領(lǐng)過(guò)包括倫敦地鐵、真空軌道膠囊列車(chē)、空客飛機(jī)內(nèi)飾、香港地鐵車(chē)等諸多項(xiàng)目。

Priestman先生于1987年創(chuàng)立國(guó)際知名設(shè)計(jì)公司PriestmanGoode（簡(jiǎn)稱PG），并一直擔(dān)任公司董事長(zhǎng)至2022年4月。在Priestman先生帶領(lǐng)下，PG公司曾被授予女王大獎(jiǎng)—最優(yōu)質(zhì)企業(yè)獎(jiǎng)（英國(guó)官方頒發(fā)給企業(yè)的最高榮譽(yù)），屢獲紅點(diǎn)獎(jiǎng)、Travel + Leisure獎(jiǎng)，倫敦設(shè)計(jì)大獎(jiǎng)等國(guó)際設(shè)計(jì)大獎(jiǎng)。

Priestman先生在交通領(lǐng)域以創(chuàng)新型解決方案久負(fù)盛名 ，服務(wù)的客戶有英國(guó)交通部、巴西航空工業(yè)、倫敦交通局、希思羅機(jī)場(chǎng)、皇家加勒比郵輪、維珍航空等。

小到智能手機(jī)托架和節(jié)水裝置，大到航空用具和交通工具，Priestman先生的創(chuàng)新思維，以及他將概念設(shè)計(jì)轉(zhuǎn)化為落地方案的設(shè)計(jì)能力為他贏得大量設(shè)計(jì)大獎(jiǎng)，其中包括倫敦設(shè)計(jì)節(jié)最具創(chuàng)新設(shè)計(jì)金獎(jiǎng)。

Priestman先生被《泰晤士報(bào)》評(píng)為世界最具影響力人物之一，被《晚間時(shí)報(bào)》評(píng)為最具影響力倫敦人之一。

Priestman先生常年受邀擔(dān)任國(guó)際設(shè)計(jì)大賽評(píng)審和項(xiàng)目專(zhuān)家，3次作為英國(guó)設(shè)計(jì)創(chuàng)新領(lǐng)域行業(yè)代表隨英國(guó)首相代表團(tuán)訪華，并受聘于多家政府和文化機(jī)構(gòu)，擔(dān)任高品質(zhì)設(shè)計(jì)項(xiàng)目和創(chuàng)意類(lèi)項(xiàng)目常任顧問(wèn)。

Priestman先生也是國(guó)家高速列車(chē)技術(shù)創(chuàng)新中心首席創(chuàng)意專(zhuān)家。

近期，Priestman先生接受了國(guó)創(chuàng)中心的獨(dú)家采訪，主要觀點(diǎn)提煉如下：

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Part.6

藝術(shù)和科學(xué)結(jié)合

工業(yè)設(shè)計(jì)師所擁有的技能是，將高度創(chuàng)新性的藝術(shù)性思維與復(fù)雜的工程知識(shí)及工藝結(jié)合考慮。這是一種奇怪的結(jié)合，因?yàn)檫@一技能不是在學(xué)?？梢詫W(xué)會(huì)的，因?yàn)橥ǔＤ贻p人面臨的是藝術(shù)和科學(xué)的割裂，這兩類(lèi)學(xué)科通往兩個(gè)不同的事業(yè)方向。

讓人欣慰的是，一些大學(xué)，如同濟(jì)大學(xué)和皇家藝術(shù)學(xué)院為本科生開(kāi)設(shè)了高品質(zhì)的交通工具設(shè)計(jì)課程，交通工具的設(shè)計(jì)也被視為一條很有前景的就業(yè)之路，這一行業(yè)為越來(lái)越多的年輕人所了解和喜愛(ài)，愿意以此為職業(yè)。

Part.7

使用最新的設(shè)計(jì)工具

工業(yè)設(shè)計(jì)是一門(mén)不斷提升和開(kāi)發(fā)的專(zhuān)業(yè)技能，設(shè)計(jì)師的工具不斷更新迭代，快速變革，曾經(jīng)的鉛筆和草圖本已經(jīng)演變成平板電腦，很多設(shè)計(jì)師更愿意直接在高性能電腦上用像Alias這樣的軟件工作。

在工業(yè)設(shè)計(jì)領(lǐng)域，快速成型也是一個(gè)進(jìn)步迅速的領(lǐng)域。例如你不能只在電腦中設(shè)計(jì)一個(gè)椅子，因?yàn)橐巫邮侨诵枰|碰到的東西，必須舒服，所以能夠快速準(zhǔn)確制作用于設(shè)計(jì)評(píng)審的模型的能力也是十分關(guān)鍵的。

當(dāng)代工業(yè)設(shè)計(jì)師要利用現(xiàn)有的工具和成果，成長(zhǎng)為有創(chuàng)造性思維和豐富經(jīng)驗(yàn)的優(yōu)秀設(shè)計(jì)師。

Part.8

設(shè)計(jì)是為別人設(shè)計(jì)

作為皇家藝術(shù)學(xué)院工業(yè)設(shè)計(jì)系畢業(yè)生以及皇藝的榮譽(yù)院士，我一直擔(dān)任創(chuàng)意總監(jiān)及設(shè)計(jì)團(tuán)隊(duì)帶頭人，參與了許多重大的復(fù)雜項(xiàng)目，如空客A380飛機(jī)的初始內(nèi)裝、Hyperloop旅客膠囊，倫敦新地鐵車(chē)等。我相信設(shè)計(jì)才能和對(duì)于立體造型的理解是跨越國(guó)界的。

作為一個(gè)優(yōu)秀的設(shè)計(jì)師，你需要明白他人的要求和需求，因?yàn)槟悴恢皇菫樽约涸O(shè)計(jì)，而是為別人設(shè)計(jì)，這個(gè)人可能比你比你老，比你年輕，可能在世界其他地方，有不同的文化。

在我的經(jīng)驗(yàn)里，優(yōu)秀的設(shè)計(jì)師很少，可能來(lái)自世界任何國(guó)家，任何地區(qū)。在世界不同地區(qū)，設(shè)計(jì)專(zhuān)業(yè)未來(lái)的發(fā)展道路不同，在不同國(guó)家設(shè)計(jì)的受重視程度也不同，這些都影響了年輕人的在設(shè)計(jì)領(lǐng)域的職業(yè)選擇。

Part.9

設(shè)計(jì)是商業(yè)核心之一

設(shè)計(jì)的重要性以及公司品牌對(duì)其價(jià)值的認(rèn)知是十分重要的。

在世界最成功的交通工具品牌中，隨意挑出一個(gè)，他們都是非常重視設(shè)計(jì)的作用。而不太在乎設(shè)計(jì)的價(jià)值的公司，往往都是不那么成功的。

公司的設(shè)計(jì)文化是非常重要的，設(shè)計(jì)文化不是企業(yè)產(chǎn)品和服務(wù)膚淺的風(fēng)格，而是商業(yè)核心。

很多成功的頂級(jí)品牌對(duì)設(shè)計(jì)非常重視，并聘用專(zhuān)門(mén)的設(shè)計(jì)總監(jiān)，身居董事會(huì)高職。設(shè)計(jì)總監(jiān)不僅有設(shè)計(jì)背景，還有管理能力。我認(rèn)為中國(guó)的頂級(jí)公司需要考慮聘請(qǐng)高級(jí)設(shè)計(jì)經(jīng)理和設(shè)計(jì)總監(jiān)，可以代表公司在設(shè)計(jì)方面進(jìn)行決策。

我還建議，像同濟(jì)這樣的大學(xué)應(yīng)該設(shè)立設(shè)計(jì)管理專(zhuān)業(yè)的研究生課程，為設(shè)計(jì)總監(jiān)的培養(yǎng)進(jìn)行人才儲(chǔ)備。

Part.10

人工智能幫助設(shè)計(jì)和工程最佳結(jié)合

人工智能是當(dāng)下很火的詞，已經(jīng)對(duì)產(chǎn)品和服務(wù)的開(kāi)發(fā)產(chǎn)生了巨大影響。設(shè)計(jì)師已經(jīng)在設(shè)計(jì)過(guò)程中使用人工智能。例如，在通風(fēng)格柵上采用幾何圖案，設(shè)計(jì)師可以設(shè)定開(kāi)放區(qū)域的尺寸，讓人工智能在格柵上重復(fù)某種圖案，設(shè)計(jì)師再進(jìn)行選擇和優(yōu)化。這種技術(shù)節(jié)約了大量時(shí)間，同時(shí)確保所有方案都可落地的，滿足技術(shù)限制。

人工智能在設(shè)計(jì)行業(yè)一定會(huì)有一席之地，我敢肯定這是一個(gè)越來(lái)越重要的工具，有很多有趣的調(diào)研和實(shí)驗(yàn)在挖掘人工智能的應(yīng)用領(lǐng)域和潛能。

技術(shù)的發(fā)展，讓設(shè)計(jì)越來(lái)越高效、迅速和準(zhǔn)確。例如，在設(shè)計(jì)項(xiàng)目的初始階段，設(shè)計(jì)師會(huì)收到其設(shè)計(jì)時(shí)需考慮的工程數(shù)據(jù)，然后生成概念設(shè)計(jì)，選定一個(gè)設(shè)計(jì)方向，結(jié)合工程要求進(jìn)行評(píng)估調(diào)整，確保最終設(shè)計(jì)滿足全部的要求，這是個(gè)逐步推進(jìn)的過(guò)程。在大多項(xiàng)目階段需要重復(fù)這些步驟，直到最終設(shè)計(jì)和工程數(shù)據(jù)確定完善。

現(xiàn)在已經(jīng)有很多技術(shù)和軟件，讓設(shè)計(jì)師和工程師共享設(shè)計(jì)及工程計(jì)算機(jī)模型，保證一直滿足設(shè)計(jì)和結(jié)構(gòu)標(biāo)準(zhǔn)，最終的設(shè)計(jì)成果是設(shè)計(jì)和工程數(shù)據(jù)的整合，無(wú)需調(diào)整。這是設(shè)計(jì)和工程的最佳結(jié)合。

Part.11

中國(guó)擁有成功的設(shè)計(jì)所必須的能量

據(jù)我所知，中國(guó)的效率比世界其他任何地區(qū)都高。我一直感覺(jué)中國(guó)的環(huán)境讓人十分興奮。

這里的人有信心和決心，決策迅速果斷，這是成功的設(shè)計(jì)所必須的能量。

我相信世界創(chuàng)意中心將從歐洲轉(zhuǎn)移到太平洋沿岸。沿太平洋的順時(shí)針?lè)较虻囊恍﹦?chuàng)意型城市：上海、韓國(guó)、東京、舊金山、悉尼、新加坡等。

我相信上海是到目前為止最具活力和創(chuàng)意的企業(yè)，將吸引最優(yōu)秀的設(shè)計(jì)師和創(chuàng)意人才來(lái)這里工作。

普利創(chuàng)新是一家設(shè)計(jì)創(chuàng)新公司，專(zhuān)注于交通和出行領(lǐng)域。公司注冊(cè)于上海市靜安區(qū)，投資方為中國(guó)的大型國(guó)企、政府資金和知名大學(xué)基金，在設(shè)計(jì)、創(chuàng)新、研發(fā)、工程等領(lǐng)域都可提供專(zhuān)業(yè)的服務(wù)。

現(xiàn)在大多數(shù)公司都明白，設(shè)計(jì)在于推動(dòng)公司成功過(guò)程中的重要性，但很多公司并不知道如何有效利用設(shè)計(jì)工具。中國(guó)許多大型公司在需要進(jìn)行工業(yè)設(shè)計(jì)開(kāi)發(fā)時(shí)，會(huì)找外國(guó)的設(shè)計(jì)公司，但結(jié)果有好有壞，設(shè)計(jì)在文化上不一定正確，也不一定滿足全部的技術(shù)要求。普利創(chuàng)新公司位于中國(guó)，可以很好地解決溝通問(wèn)題或者文化差異，提供高品質(zhì)的國(guó)際專(zhuān)業(yè)設(shè)計(jì)支持。

03

獨(dú)家采訪英文記錄

1.???How you feel about the future of the industrial design in the global rolling stock industry? And what`s your insight on the future of the technology aspect of the industrial design?

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Industrial design has a major role in the future of the global rolling stock industry. One of the big challenges facing the planet is the environment, and travel and transport has it’s important part to play in reducing emissions. Design is a powerful tool that can make the mundane enjoyable, product and services more attractive and change people’s choices to the better.? Through the careful an expert design of trains, light rail and integrated autonomous transport systems the industry can offer a more attractive and convenient form of travel over and above the default use of cars. The challenge in the rail industry is how we persuade people to use public transport and not always use private cars.? Key areas to be designed, engineered and manufactured to help ease the ongoing transition to the use of public transport is to eliminate the negative aspects of public transport perceived by many people. The ultimate aim of course is a seamless home to destination journey the drawers out the benefit of public transport and reduces it's sticking points. I believe that many of these negative perceptions can be eliminated from the rail industry through design.?

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For instance one of the main advantages of taking high-speed rail from one city to another over and above taking an aeroplane is that the train takes you from the centre of one city to the centre of another city avoiding the inevitable long journey to and from an airport outside the city. But airports have been cleverly designed and built over the years not only as a transit point but also as an attractive retail and dining experience. This is added to the appeal of flying over and above taking the train, so it is not just about the travelling it is the whole journey experience. Airports in some cases have become a destination in their own right and a place to visit even without flying such as Cheney airport in Singapore and the new Istanbul airport. These airports generate lucrative revenue that pay for their running and development and avoid dependency on government funding. Why have rail stations not been able to make this same transition and why are there only a few examples of successful destination rail stations anywhere in the world. Whilst MTR in Hong Kong first pioneered the development model of building shopping malls on top of metro and rail stations but they are almost separate entities. King's Cross St Pancras in London is a very popular retail and restaurant hub in it own entity, in particular in the evenings and weekends, not during peak travel times. This has been achieved through the design of the station from the beginning as an attractive destination not purely as a place to take the train from.? So one way of attracting more people to the railways is to design stations and interchanges to be more attractive and appealing.

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Since 2021 during the pandemic many cities re-evaluated the priorities and hierarchy of transport modes within their cities. Where once cycling and walking was seen as a marginal recreational activity there are many examples of cities that now prioritise cycling and walking as an important part of the public transport strategy.? In cities such as London, Paris and New York some streets are now permanently closed to cars to allow light rail, buses, personalised electric scooters and bikes to freely and safely move around the city.? Restaurants have been allowed to take over parking spaces for additional outdoor eating areas reclaiming the streets from the dominant car.? This is made the streets more enjoyable more attractive, and they have become busier and the air cleaner.

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I believe that more and more cities will begin to restrict the use of cars in their city centres. This is a great opportunity for the rail industry whether it be the development of more Metro systems, light rail trams, suspended monorails as seen in Wuhan, but also autonomous people moving systems such as Dromos.

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Research shows the many people choose to use their car over and above public transport because they prefer the privacy of their own vehicle. On high speed rail this is where design can really make a difference. Through the careful design of the seating environment for an individual passenger it is possible to create privacy, and a personal area to sleep, work or enjoy watching the countryside flash past. For a family or group of people travelling it is possible to create private areas / private pods on board a train which can be pre-booked.? This is something that I was involved in when designing implementing onboard the OBB Austrian new high-speed trains.

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Design can bring out all the full benefits of travelling by high speed rail. On the train you can use the restrooms walk to a restaurant stretch your legs, and most importantly use your mobile device safely. All of this you cannot do in a car without stopping.

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The skill of an industrial designer is the clever combination of highly creative artistic thinking combined with hard engineering knowledge and expertise.? This is an odd combination as this skill uses both sides of the brain simultaneously. This is not an ability which is taught at school as arts and science is often divided into two different career path's from a young age.? But encouragingly some universities such a Tongji University and the Royal College of Art now have excellent transportation design graduate courses, and transportation design is now seen as a good career path and one that is more commonly known about and this is encouraging more young people to take up the profession.

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Industrial design is a continually evolving and developing profession, the tools at the disposal of the industrial designer has rapidly developed where once a pencil and sketch pad was used now a tablet is the preferred choice and many designers now prefer to work directly into high end Computer modelling packages such as alias.

Alias was one of the most important step forwards in industrial design as it allowed free-form shapes to be easily and creatively used. This can be clearly seen in car design where in the mid 2000’s car design became very sculptured and began to have highly complex curved shapes which were only achievable through the use of the then new software Alias.

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Rapid prototyping has also been a major step forward in industrial design. You cannot design for instance a seat purely on the computer because it has to be comfortable and is something that you touch, so the ability to make mock- ups quickly and accurately to evaluate the design is critical.

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With all the developments and tools now available to the industrial designer it still all comes down to being an excellent designer with inspired good thinking and experience.

2. As an honorary fellow of the RCA and old friend of China, you have in depth understanding to the culture and civilization of both western and eastern world, what do you think is the difference between the deepest understanding of the industrial design between the West and the East, or between China and the West?

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As a graduate of industrial design from the Royal College of art and an honorary fellow of the RCA I have been creative director and lead designer of teams working on some of the most important and complex projects in the world such as the design of the first interior of the airbus A380, Hyperloop passenger Capsules, and the design of the new London underground tube train. I believe design talent and the understanding of three-dimensional form transcends nationality. To be a good designer you have to understand other people’s requirements and needs because you're not necessarily designing for yourself you are designing perhaps for someone that's older than you, younger than you and in a different part of the world with different cultural requirements.? In my experience the best designer is a very few and far between but they can come from any country and any part of the world.? The is a difference in the design education opportunities in different parts of the world but also how the importance of design is seen in different societies, which affects a young persons choice to pursue design as a career path.

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The importance of design and how it is valued by a company or brand is the most important. One could pick any of the top most successful travel and transport brands in the world and I would suggest that they all value design very highly and the companies that do not value design highly are not the most successful. It is the company design culture which is important it is not a superficial styling of their products or services it is at the core of their business.?

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I would also suggest that many of these top brands that value design highly and are highly successful have a dedicated design director at board level within the company.? This person is often design trained but also trained in the management.

My insight from this, from the China perspective is that the top Chinese companies need to consider appointing design managers and design directors at the top level to make a coordinated design decisions on behalf of the company. I also suggest that universities such as Tongji should consider setting up post graduate design management courses to further train designers to become design directors.

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3．?The new intelligent technology represented by AI has been developing rapidly, how you feel their development will influence the product design?

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AI is rightly so a big buzzword and talking point currently. It is already greatly affecting how products and services are developed.

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Designers are already using AI in the design process, For example the design of a geometric grill pattern on a ventilation grill. The designer can set parameters such how much open areas required and then set AI to come up with multiple designs for the ventilation grill pattern, the designer can then choose and refine these designs. This saves an immense amount of time it also ensures that all options are explored and each of the solutions meet the technical requirements.

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Design is not as simple as feeding in all of the design and engineering requirements joining the dots, and then out comes a great design. As I need to spark a flash of inspiration taken from years of experience and random thoughts.

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There is definitely a place for AI in design and I am sure it will become a more and more important tool, and there are some interesting research and experimentations into how AI will do this.

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Design will become much more effective, faster send more accurate through technology. For instance, typically at the beginning of the design project the designers are given the engineering parameters that they have to design within. Concept designs are then created, and a design direction chosen, the design is then checked again against the engineering requirements and adjustments are made to the design to make sure that the design meets these requirements, it is a step-by-step approach. These reiterations go through a number of stages until the final design and engineering data is finalised. Technology and software already exists so that the designer and engineers work on a shared design and engineering computer model so that both the design and engineering requirements and parameters are continually met and highlighted so that the output is a combined design engineering output with no need for reiteration and changes.? This is the ultimate linking of design and engineering.

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4.??After setting up a joint-venture in China, what`s your insights on the future of the design industry in China, and What`s your plan for the future of the company?

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Things move much more quickly in China then anywhere else I know in the world. I have always found China are immensely exciting environment. There is a positive can-do and will do attitude, where decisions are made quickly and decisively which are all things that successful design requires.

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PULI innovation is a design and innovation company specialising in the travel and transportation sector.? The company is registered in Jing’an District, Shanghai and has the backing and investment from a major Chinese company, government and a university.? PULI innovation provides expertise in design, innovation, research, and engineering to large companies, cities, and governments to realise and implement their future transportation plans, products and services.

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I believe the creative centre of the world is shifting from Europe to the Pacific rim.? Taking a clockwise circle of key creative cities around the Pacific: Shanghai, Seoul, Tokyo, San Francisco, Sydney, Singapore. I believe Shanghai is by far the most dynamic and creative city and will attract the most talented designers and creatives to come and live and work here.

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PULI innovation plans to become the leading and best known design and innovation company in China and the rest the world.?

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Most companies now understand that design is critically important in building a successful company and brand, but not many know how to use design effectively.?Many of the larger manufacturers in China when needing industrial design development default to using foreign design companies, but the results can be mixed, the designs are not necessarily culturally correct, and do not meet all the technical requirements. This can be due to communication issues and cultural differences in work practice.

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PULI innovation is a Chinese company that offers a long term partnership working principle with companies and provides the best international design expertise from its design office in Shanghai.

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Paul Priestman MDes RCA, FRCA, FRSA

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Paul Priestman is the CRRC Innovation Centre Chief Strategic Consultant and a world-leading industrial designer, known for envisioning and delivering complex, high profile transport projects, including the New Tube for London, the Hyperloop passenger capsules, Airbus aircraft interiors and the Hong Kong Metro Trains.

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Priestman founded the international design company PriestmanGoode [PG] in 1987, and chaired the company until April 2022. He successfully transitioned the company to employee ownership in 2016. PriestmanGoode has been listed by Fast Company as among the Most Innovative Companies in the world. Under his leadership, PriestmanGoode won a Queen’s Award for Enterprise – the highest official UK awards for British businesses – as well as multiple International Design Excellence Awards, Red Dot Product Design Awards, Travel + Leisure Awards and London Design Awards.

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Priestman is an international design champion and expert, with particular experience in the UK, Brazil and China. He is regularly appointed by governments and cultural institutions for high-level advisory work and creative thinking. Priestman often represents the UK’s design sector abroad, including accompanying UK Prime Ministers on three delegations to China. He also delivers lectures on the future and business of design, including at the GREAT Festivals of Innovation, Dubai Design Week, Design Indaba and the World Design Forum.

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Priestman is best known for creating innovative design solutions for transport and travel – envisioning speculative, paradigm-shifting concepts as well as delivering large-scale projects for clients including the UK Department for Transport, Embraer, Transport for London, Heathrow Airport, Royal Caribbean and Virgin. His work encompasses a range of design beyond transport, however – from product to hospitality – working with industry leaders such as Accor and Honeywell to lead a step change in design approach.

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A driving focus of Priestman’s work is demonstrating how design can improve life in a way that is sustainable for the planet. Far from designing for obsolescence, his work anticipates the social and environmental needs of the future and embraces circular economy principles, while harnessing technological innovation that centres intuitive human experience.

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Priestman’s projects have re-imagined and enhanced urban mobility – championing a radical improvement of public transport over a reliance on fossil fuel-powered cars – and shown how the design of anything, from a smart phone stand or water-saving tool to an airline meal or mobility device, can improve efficiency both in terms of resource use and personal experience.

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His innovative, solutions-focused approach has earned him numerous design awards, including the London Design Festival Design Innovation Medal.

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As a thought leader on the sustainable future of cities, transport and product design, Priestman has been featured on BBC World News, BBC Radio 4 and CNN, as well as in?Wired, the?Evening Standard,?The Times,?The Economist, the?Financial Times,?Forbes?and?El Mundo.

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Work by Priestman has been exhibited at the Design Museum and Science Museum in London, as well as the British Embassy in Paris and the Pratt Manhattan Gallery.

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He is an Honorary Fellow of the Royal College of Art and an Honorary Fellow of the Royal Society of Arts. He has been voted one of the most influential people in the UK by?The Times?Newspaper and one of the most influential Londoners by the?Evening Standard Newspaper