Matteo De Filippi

Nissan: digital revolution in automotive design

Nissan recently inaugurated the new design presentation space, a significant digital revolution. Let’s see the details

Nissan Motor Co., Ltd. he opened the doors of his brand new design presentation space at its design and engineering campus in Atsugi, Kanagawa Prefecture. This innovative structure is designed to support the growing digitalization of the design processimproving its quality and the breadth of research to create products that best meet customer needs.

Nissan: digital revolution in automotive design

An immersive experience in Nissan’s automotive design

Structure uses cutting-edge technology, including a 24K curved ultrawide screen, a color screen ceiling, remotely controllable lighting and a 7.1-channel audio system. This combination creates an immersive experience that realistically replicates customer use of vehiclesinnovatively uniting the physical and digital worlds.

Conventionally, vehicle designs were verified using physical models, a process that involved long production times, high costs and limitations in model variations. However, over five years ago, the Japanese company’s design organization began a digital transformation journeyalso taking advantage of virtual reality (VR).

The new space uses a game engine to create real-time projection contentallowing designs to be tested under conditions that closely resemble the environment in which customers use the vehicles, including changes in light at different times of the day, weather conditions and other natural elements.

For testing purposes, you can line up vehicles on the screen and closely compare subtle differences in design and colors. The possibility of Quickly change model positions and angles in real time simplifies and accelerates the decision-making process. The images projected onto the curved screen and ceiling can integrate with the physical models on display, creating a space that allows designers to explore new frontiers of creativity, seamlessly between the real and digital world.

This structure, which it also serves as a creative hub, is accessible online from anywhere. Its openness to new possibilities of design creation aims to foster an inclusive, interactive, flexible and attractive creative environment, eliminating geographical and temporal limitations. What do you think of this Nissan revolution? Let us know yours in the comments. In order not to miss future news regarding the world of motors and the technological universe in general, continue to follow!