Designworks (BMW) enters collaboration with leading pleasure boat manufacturer, Sea Ray,
- The Sundancer 370 is the First Sea Ray Model to Showcase the New Design Elements.
“Sea Ray has a rich history as a leading boat manufacturer for more than 60 years,” said Johannes Lampela, Director of Industrial Design at Designworks. “The Sea Ray look is very recognizable, and our goal working together was to further strengthen that design DNA by bringing forward the most iconic features through a modern design execution. What emerged is a modern yet classic aesthetic that is being used to inspire the next generation of Sea Ray boats.”
“Our goal was to define the foundation for bold and pure design expression,” said Charlie Foss, Sea Ray Design Director. “Working together with Designworks, we were able to produce a fresh set of design principles that pay homage to our brand’s past while indicating the future, resulting in a look that is undeniably Sea Ray. An output of the collaboration was the definition of four key design characteristics to inform Sea Ray models moving forward: sleek, confident, athletic, and distinctive.”
Sleekness is recognized through a long, lean, and naturally flowing s-sheer line integrated into the side of the boat. Confidence is evident through a strong character jaw line, and athleticism is conveyed with purposeful yet beautiful angles and surfaces illustrating power and movement. Finally, distinctiveness is imparted through the characteristic Sea Ray hull-side emblem and center line that draws the eye in and creates a feeling of speed.
Next to consulting clients in many mobility related industries, Designworks works across the portfolio of the BMW Group from luxury and premium cars to motorcycles and digital experiences. The Designworks and Sea Ray team worked through a rigorous process of multiple workshops and collaboration sessions, diving deep into consumer insights, design trends and brand heritage.
“Automotive-inspired design is part of the Sea Ray history, dating back to collaboration with Harley Earl Associates in the early 1960s. It was important that we partnered with a group that has a comprehensive understanding of future mobility and the ability to develop concepts with a view to future contexts,” said Foss.