L’agence McGarryBowen London a imaginé pour la marque Honda et sa nouvelle voiture CR-V ce spot publicitaire très réussi jouant sur les apparences avec des illusions d’optique du plus bel effet. Des créations bluffantes réunies dans une vidéo à découvrir dans la suite, suivie d’une vidéo making-of.
Hommage à d’Ayrton Senna durant le Grand Prix du Japon en 1989, le dernier spot publicitaire de Honda retrace les mouvements exacts de ce dernier à l’aide de centaines de haut-parleurs et de luminaires. L’absence de voiture sur le circuit Suzuka ajoute à la fois de l’étrangeté et de la solennité à cette réalisation.
Wieden + Kennedy London a imaginé cette superbe publicité pour célébrer les innovations de la marque Honda depuis plus de 65 ans. Appelée « Hands », cette vidéo retraçant les grands modèles pensés par les équipes d’ingénieurs de la marque japonaise apparaissent en modèle réduit comme par magie.
Like other auto junkies we’ve been eagerly anticipating Acura’s 2015 re-release of the iconic NSX since the concept was revealed in 2012. The revival has been widely touted albeit considered long overdue, but diehard fans have celebrated the return to a well-packed V6 engine with Honda’s newly developed Sport…
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Voici une nouvelle publicité vidéo pour la marque Honda en Afrique du Sud. Cette animation très réussie reprend l’idée de pouvoir se déplacer constamment grâce à toutes les technologies que le constructeur a pu développer. Une création de l’agence DDB, à découvrir dans la suite.
A data-driven display from Ryoji Ikeda explores the interior of an automobile
Derived from the data set of the latest Honda Civic model, the new sonic and visual installation by the Paris-based Japanese artist Ryoji Ikeda, “data.anatomy [civic]” was unveiled last week at the stunning post-industrial venue Kraftwerk Berlin.
Ikeda considers mathematicians to be artists, and specializes in work based on science and numbers—in this case he manipulates DNA data and astronomy to compose electronic sounds and a series of black-and-white dots and flurried lines.
Contacted last year by Honda to create something based on the CAD information of the re-designed five-door Civic, Ikeda started from the solid object to convert the material into intangible sounds and images of seemingly transparent waves in the air. With his art Ryoji aims to capture an unperceived dimension and succeeds once again in this particular project.
Honda chose an interesting approach in funding a concept they had actually conceived instead of simply supporting an existing project through a third-party foundation. Created in collaboration with Mitsuru Kariya, the Development Lead on the all-new Civic, the installation took four months for a team of five architects and computer programmers to build and process the data. The choice of venue was an important one, since Ryoji works to forge an intimate and intricate relationship between his pieces and the surrounding space. Data.anatomy[civic] is located in a huge, industrial concrete structure that formerly housed a power plant in the 1960s.
The beautifully poetic video projection creates three disruptive moments on three screens in a large 20m x 4m triptych. The moving images on the black horizontal screen, along with the minimal sound track composd of clear bells, a rapid timer and medical devices give the viewer a feeling of floating without gravity. Bursting from the center and spreading in waves to the borders of the frame, the images call to mind X-rays or distorted Rorshach tests. They bloom on the rhythm of submarine, sonar-like pulses, slipping and splitting on a screen fringed by a bar code frieze. Medical references and quotations call to mind the title’s reference to the anatomy of a car while experimenting with both sound and image on a large-scale display provides an immersion that Ryoji uses to play with visitors’ perception.
What follows is a jarring set of rapidly pulsed horizontal lines of graphics, codes and figures crossing the screen in opposite directions, resembling something like an animated contact sheet or a flat-lined EEG. While the sound mellows out, this moment seems to feature the silent computer calculation or some lonesome medical device’s overnight work. The bar code is once again referenced with a series of white bars extending from the top of the screen.
The third section presents a totally different atmosphere with the negative images of motors and tubes made of thin white threads. Bursting red spots move more slowly, like spaceships through the blackness of outer space. Each screen works separately as occasional images cross them on various trajectories of different speeds, their collisions echoed by bell tones while a timer persists in the background.
This minimal yet highly precise piece of work takes the viewer on a captivating 12-minute journey into the guts of a car to illustrate Ryoji’s search for the intersection between reality and unexplored dimensions. See “data.anatomy [civic]” in action by checking out the video.
Kraftwerk Berlin
19 April through 1 May 2012
Köpenicker Straße 59 -73
10179 Berlin-Mitte
An innovative addition to motorcycling’s sweet spot
Honda’s NC700X, the newest addition to the Japanese manufacturer’s line, is a crossover bike designed to give riders the best of both worlds. Highlighting efficiency while retaining sports performance, the motorcycle is equal parts commuter, street racer and weekend warrior. The bike is what you make of it—an open platform approach to transportation that is sensitive to rider demands. In a sign of its universality, the bike will be distributed globally—a rarity in the motorcycle world—with the idea that this model can handle remote country touring and European cities alike.
In the development of the new engine platform, Honda leveraged design elements from their Fit automobile’s 117-hp 1.5l, 16-valve SOHC i-VTEC engine. This mechanical cross-pollination significantly reduces development and production cost, which explains the motorcycle’s very accessible price point. Other innovations include an impressive built-in 21-liter compartment for helmet stowage where the gas tank is typically located—resulting from moving the 3.7 gallon fuel tank under the seat, and installing the engine with a slight tilt. The digital LCD instrument panel presents operating data in an easy-to-use format that sacrifices analog looks to communicate information faster than traditional dials. While the standard version sticks to manual shifting, The NC700X DCT ABS version features optional automatic dual-clutch transmission with two automatic modes, as well as a paddle shifting mode that makes for easy control of the bike, especially in high traffic driving.
The NC700X is styled like an adventure bike, but overall the model is suited to city dwellers. Loads of accessories make it easy to convert this narrow-body bike into a respectable touring bike, with extra-large wind screens and 29-liter saddlebags on offer. The chassis design keeps weight centered and low, allowing for spry handling through turns. While the small size and multi-functionality will appeal to newcomers, the 670 cc bike remains respectable. Focused on efficiency rather than power, Honda is able to boast 60+ mpg fuel economy in the new model.
The price point for the NC700X promises to mix up the middle market, starting at $6,999 ($8,999 for the automatic transmission and ABS package). This lowers the barrier of entry of a full-featured bike for first-time and commuter buyers, promising to open the market to a new group of riders. The NC700X will hit dealers summer 2012.
Voici ce nouveau modèle du constructeur automobile japonais Honda avec la présentation de la nouvelle Acura NSX Concept Car. Possédant un moteur V6 VTEC, cette voiture au design très intéressant est à découvrir dans une série de visuels et sera normalement disponible d’ici 3 ans.
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Automakers, journalists, and designers collaborate on this fall-ready ride
Design-oriented car magazine Intersection got to try their hand at tricking out a new CR-Z in a recent collaboration with Honda. The result of this industry role-reversal is an autumnal, sand-colored body with orange rims by Yorgo Tloupas and matching tires by Marangoni. For the interior, Honda reached out to designer Eley Kishimoto, requesting that the design team incorporate the company’s “eco-flower,” their symbol for hybrid technology. Mark Eley and Wakako Kishimoto are no strangers to collaborations, having designed products for BMW, Incase, and Eastpack to name a few. Known for their signature “flash” print, Eley Kishimoto took their motto “print the world” seriously as they tackled this eco- and design-conscious project.
Intersection Magazine approaches their coverage of automobiles from a unique perspective, judging automobiles “from a more artistic and cultural angle.” According to a company press release, “The CR-Z coupé has been completely re-worked as a contemporary design object.” Intersection seized the opportunity to work with Honda, mentioning their admiration for the automaker’s past work, specifically the Cub 50 and the Z600. While the Honda CRZ Intersection Coupé was a one-off creation, Intersection said they would like to see it work its way into regular production.
Une superbe “projection mapping” produite par Seeper à l’occasion des Vimeo Awards 2010. Financé par Honda, cette projection d’animation a transformé l’apparence géométrique du batîment IAC à Chelsea West designé par Frank Gehry. A découvrir en images dans la suite.
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