Balancing New Technologies and Beautiful Design: An Interview With Vladimir Chepushtanov

WayRay is focused on transforming the way we experience the world through AR, particularly in transport. This is not an easy task as it requires a lot of experimentation and bold thinking. Nonetheless, it is something real and tangible, and we believe our technology will help transform the travel experience.

As we continue to explore the topic of automotive and AR, we continue to share some insights from the great minds who answered our design brief to combine AR with automotive design. Previously, we spoke to Advait Taware, Danilo Makio Saito, and Artem Smirnov. Now, we will hear from Vladimir Chepushtanov. Vladimir is here to tell us about his background, the thought process behind his design for the WayRay brief, and his predictions for the future of car design and AR.

Vladimir is a Russian-born designer based in Paris, France, working at Peugeot Design Studio, Stellantis Group. He has two higher education qualifications, the first from Ural Federal University, Russia, where he received his Product Design Specialist Degree, then he obtained his MA from Ural State University of Architecture and Arts, in the Product Design Studio of Victor Bragin.

When studying for his MA degree in 2017, he had the opportunity to join a one-month internship organized by Peugeot as 1 of 12 students. After that, he got to join a six-month internship with Peugeot Design Studio, where he worked on his project titled Peugeot Piano Concept. He is still working there to this day.

Vladimir says his concept “was dedicated to showcasing AR technologies,” meaning that he aimed to create a design that would “become something immediately new and show the function of that vehicle” to future users.

He incorporated double-glass in the windshield to allow space for AR projection in between the two layers. He also mentioned that he has the freedom to alter the vehicle chassis design, so he created “maximum free space for the user and free space for the platform.”

According to Vladimir, the concept was principally concerned with “the goal of showing the object as an iconic shape,” something that would stand out and transcend immediate trends. His goal was to give the vehicle a unique “attitude” or feel and ultimately create an object that would look new, futuristic, and immediately recognizable. Vladimir explains his reasoning:

The main challenge for Vladimir was how to introduce AR technologies to a new type of car body. He explained that cars have clear aims in their design, and this concept was no different: he wanted to show the functionality of the new AR technologies, balanced with the vehicle’s aesthetic beauty. To achieve this harmony is not an easy task, but it was his aim nonetheless.

When it comes to the future of AR and cars, Vladimir had this to say:

“I’m pretty sure it will be one of the most important parts between user and vehicle in the future. UI/UX will be completely linked with it, and during trips to work or somewhere else, users will always interact with games, movies, promotions, and other content. We will have no simple and ordinary interiors in the future — it will be a “smart space” to rest, sleep, or work. In the future, autonomous technologies will be the base for all vehicles around us, and AR will be the key factor of this revolution.”

If Vladimir is right, and we believe he is, bringing the AR experience into driving will change the way we see transport and vehicles in general. We thank Vladimir for his time and ideas, and we are certain that he will continue to work with great and innovative designs. We hope you have been enjoying these interviews and are inspired by them. Soon, we’ll share the next interview where we will talk with Dima Kovalev, who sheds some light on his approach to the concept, his thoughts on the future of AR and car design, and a little bit about himself.

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