Native Design Honored With International Design Excellence Gold Award

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London-based transformational design firm researched, conceived, designed, developed and built Autonomous Vehicle Simulator (AVS); a demonstration platform that reimagines transportation choice and business models beyond the SUV.

“The Autonomous Vehicle Simulator created by Native morphs the current automotive business model into a smartphone-like platform, offering radically new and compelling interactions, behaviors and services, that enable lucrative opportunities for AI, Apps, Data and Brand partnerships that will drive

Native, a transformational innovation design firm that has produced category-defining products and services for many Fortune 500 companies, announced today that they have been presented with the prestigious Gold award as part of the International Design Excellence Awards (IDEA®) gala held by the Industrial Designers Society of America in New Orleans. Native took home a Gold award for the Autonomous Vehicle Simulator (AVS) the studio designed and built.

As part of the IDEA awards, a panel of 32 international experts from design consultancies, corporations and universities judged nearly 2,000 entries across 20 categories including Automotive & Transportation, Digital Interaction, Environments, Social Impact Design and more. Over 1,700 projects from 30-plus countries entered IDEA in 2018 with just 145 taking home Gold, Silver or Bronze awards.

Beyond The SUV
The award-winning Autonomous Vehicle Simulator (AVS) has been created to define what consumers’ future automotive experience will be. Created in response to intensive global research, it identified the digital and physical experiences that people want when they no longer need to drive. It is a place that knows its passengers, what they like, what they want and what they need. It’s a time machine that gives back all those wasted hours sitting behind the wheel of a car. Designed from the inside-out, the AVS is a fully holistic, integrated platform that enables new technologies, services and experiences to be tried and tested.

“Much like mobile phones in the early 2000’s, automobiles of today offer different shapes, colours and sizes but all offer almost identical user experiences inside the car” said Native founder Morten Villiers Warren. “There is very little innovation in the way of new and compelling experiences that can generate new revenue opportunities.”

“The Autonomous Vehicle Simulator created by Native morphs the current automotive business model into a smartphone-like platform, offering radically new and compelling interactions, behaviors and services, that enable lucrative opportunities for AI, Apps, Data and Brand partnerships that will drive revenue back into the hands of the automobile manufacturer in the same way Apple benefits from its iPhone platform.”

The Autonomous Vehicle Simulator is not meant to be a static exemplar, but is a working, living, breathing test bed for new ideas, technologies, interactions and service propositions. AVS enables agile and rapid realization and testing in days or weeks as opposed to the months and years that are the current norm in the automotive industry. The Autonomous Vehicle Simulator will prove to be transformative for companies that will lead the next transportation revolution.

The Autonomous Vehicle Simulator helped Native’s team envision future city and the urban landscapes, demographic shifts, technology roadmaps and evolving user behaviors. It allowed for the synthesis of a unique set of high-value opportunities that generated dozens of new innovations included connected applications, projected HMI, transparent contextual displays, mechanical engineering invention, and highly tailored gesture, touch and voice control that reaffirms the brand presence and enables a compelling end-to-end experience.

ABOUT NATIVE
Native is a transformational innovation design firm that has produced category-defining products and services for some of the world’s most iconic brands. Founded in 1997 by British design leader Morten Villiers Warren, Native has worked with the likes of Audi, ABinBEV, BBC, Bentley, Bowers & Wilkins, Coloplast, Ford, HP, Novo-Nordisk, Pernod Ricard, Santander, Veon and others. Native partners with brands to not just introduce new products, but to transform their businesses by gaining a deep understanding of their biggest challenges; Native delivers utterly innovative solutions that revolutionize customer experiences and reimagine their clients’ businesses.

ABOUT IDEA
Now in its 38th year, the International Design Excellence Awards program (IDEA®) fosters business and public understanding about the impact of design excellence on the quality of life and the economy. The IDEA program is regarded as one of the preeminent design competitions in the nation with its scope and influence reaching far beyond the U.S.

ABOUT IDSA
Founded in 1965, the Industrial Designers Society of America (IDSA) is one of the world's oldest, largest, member-driven societies for industrial design. IDSA represents current and aspiring professionals in product design, interaction design, human factors, ergonomics, design research, design management, universal design and other related design fields. The society organizes and conducts the renowned international Design Excellence Award (IDEA) competition annually; hosts the International Design Conference and five district conferences each year; and publishes INNOVATION, a quarterly journal on design, including the Yearbook of Design Excellence highlighting the IDEA winners. IDSA's charitable arm, the Design Foundation, supports the dissemination of undergraduate and graduate scholarships annually to further industrial design education. The organization has more than 3,000 members in 28 professional chapters in the U.S. and members internationally. For more information, visit idsa.org.

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Nicole Wood
TRUE Communications
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