An Emotional Design Approach to Luxury in Superyacht Interior Design.

Sean McCartan, Deana McDonagh, Louise Moody

Research output: Chapter in Book/Report/Conference proceedingConference proceeding

Original languageEnglish
Title of host publicationUnknown Host Publication
Publication statusPublished - 5 May 2011

Bibliographical note

This conference paper was given at the Royal Institute of Naval Architect's Design & Construction of Super & Mega Yachts conference Genoa, Italy May 5-6 2011. Author's note: - China is becoming the key growth market for superyacht design. The author through dialogue with superyacht design consultancies and Chinese Government representatives at the Shanghai Boat Show (2009), has identified the need for culturally informed design practices to meet client's needs. This paper reports on the implementation of an emotional design framework designed to elucidate cultural visual references to the contemporary meaning of luxury in China. In elucidating the contextual understanding of the images in both inspirational and emotional mood boards a unique insight into users persona was delivered. The design execution of a contemporary luxury space which was then contextualised to the visual references and further explained, this generates a useful case study. This design case study material was used to develop IPD/CPD RINA accredited training material for European marine design professionals.
A structured framework and work plan was issued to a group of Chinese industrial design students, who were then guided by professional Chinese industrial designers. The research rigour was derived from the dialogue between Chinese tutor and student operating within their own cultural perspective in a dialogical process. This body of work proposes that contemporary chinese luxury is a combination of traditional cultural values and international influences with a broad spectrum of taste. The key facets of consumerism were identified. The challenge is to quantify thresholds of luxury and regional variations, this will require a significant amount of primary research with academics and high net worth individuals. This work defines an conceptual framework for elucidating the cultural specificity of luxury in interior design.The case study gives European designers a unique cultural insight into contemporary Chinese luxury in interior design. It formed the basis of the interior design emotional design framework which has underpinned MDes Boat Design students and researchers in their culturally focussed engagement with luxification.

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