Eye-Sight trailer

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I had the privilege of representing SUBARU at a design workshop for young car designers, hosted by the Academy of Art University (AAU) in San Francisco. During this workshop, I participated in fieldwork, tackled a self-set challenge, and presented my ideas and hypotheses.

As car designers, we often say, "Not just a product, but an experience." However, in practice, the focus tends to remain on developing and selling products. I believe it’s time to shift our mindset toward creating, offering, and selling experiences instead of just emphasizing the products themselves. Guided by this philosophy, I set the following three challenges for myself during the workshop:

①What enjoyable experiences can only SUBARU provide?
②What elements (cars, dealerships, exhibition booths, events, etc.) are necessary to deliver these experiences?
③What features, designs, and services are needed to make these elements a reality?

To address these questions, I introduced the concept of “Earth-tainment Gear.” This term, a combination of “Earth” and “Entertainment,” represents tools designed to deliver enjoyment rooted in exploring and connecting with the natural world. To bring this idea to life, I identified potential collaborators and chose the American outdoor retail brand REI as a strong partner for this concept.

Why REI?

SUBARU and REI share many values, as reflected on their official websites. Both emphasize living in harmony with nature and fostering a community that supports mutual growth. These shared principles, such as protecting and enjoying the natural environment, create a solid foundation for collaboration.

Artwork

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Next, I developed a user(persona). The target users are outdoor enthusiasts who find joy in exploring nature and testing various outdoor gear. At the same time, they wish to lead a minimalist lifestyle, relying on only essential tools in their daily lives. A major pain point for these users is the high cost of owning all the necessary equipment and the burden of storage and maintenance.

To solve this problem, I proposed the “Eye-Sight Trailer” concept.

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The Eye-Sight Trailer is designed to transport only the necessary gear for a trip. Equipped with SUBARU’s advanced driver assistance technology, “Eye-Sight,” the trailer features cruise control functionality, allowing anyone to drive(use) it easily and safely. The design is inspired by the robust and expandable hexagonal (honeycomb) structure, enabling scalable functionality and services.

The accompanying service is simple yet innovative. Users can select the gear they need through a dedicated app a week before their trip and choose a meeting point for pick-up. This subscription service would be available for an affordable monthly fee of $10-$20.
The combinations of gear are virtually limitless, which means the possibilities for outdoor enjoyment are endless.

This approach shifts the focus from providing static data to generating valuable insights based on user behavior and preferences.

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I also envisioned a system where users could connect with trailers and people they encountered during their trips. This feature aims to elevate the value from owning a product to sharing a meaningful and memorable experience.

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Through this workshop, I explored a new design approach centered on SUBARU’s unique experiential value. The Earth-tainment Gear concept demonstrates how SUBARU can enrich users’ lives by delivering unique and memorable experiences.

While this idea did not materialize during my time as a SUBARU designer, it was later patented in the US and continues to be researched and developed. Knowing that a project I contributed to is still evolving is a source of immense pride for me. Being able to help shape SUBARU’s future through this project was an invaluable experience.

DATE
2019
CLIENT
SUBARU Corporation
URL
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TAGS
Product Design / Branding
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