’5+1‘ with Audi's Head of Colour & Trim Simona Falcinella

Meet Simona Falcinella – Head of Colour & Trim at Audi in our interview series ‘5+1’.
Not only do we learn more about Simona’s professional passion, she also tells us which colours and materials are currently in vogue and what we can expect to see. Further she gives us a great insight into the development process of exterior colours and if there are differences between men and women in their choice of colours and materials for their car. Last but not least, we get to know from her if autonomous driving will pose different challenges in regards to colours and materials.

1. You are Head of Colour & Trim at Audi. Can you walk us through a typical day in your life in this role?

My daily business is also my passion. Tailoring the right dresses for each Audi model, highlighting for each one a specific character and attitude, looking for different expressions of the model in different colours, contrast shades and materials, combining the character of the car with the wishes and expectations of our customers, after 35 years, it is still the best fun I’ve ever had.
Every C&T configuration has a special narrative and tells a story of a peculiar perception described by colours and materials, but also through little details as seams, patterns and grains. Our aim is to let the Audi user feel this embedded perception and let him resonate with it. This creates the emotional bond with the car. A well done C&T is like a second skin.

2. Which colours and materials are currently in vogue and what can we expect to see?

Colours and materials are simple, yet powerful forms of communication and lately we are witnessing a blossoming of different styles and trends, which are connected with a sense of individual awareness.
The stereotype of the famous brand that dictates the trends is no longer actual. What I clearly see is that ethical and sustainable values are becoming more and more relevant in customer choices. The request and attention for sustainable materials comes directly from the society and a rising sense of environmental awareness, associated to social and ethical responsibility, is not simply a temporary trend. Audi embraced these values and our new e-tron GT represents Audi‘s statement about our commitment to an ethical sustainability. This fully electric gran turismo offers two “vegan” configurations, completely leather-free. In addition to this its textiles, microfibers and carpets are manufactured from recycled raw-materials and some of them have actually been recovered from the environment. The e-tron GT colour and material selection has the goal to communicate, also through the special narrative of our materials, the new electric aesthetic and the added values of respect for our environment.
From the sustainability point of view we want to underline that it is, once again, advanced technology that makes the magic of recycling possible, by upcycling waste-materials into pure luxury.

3. How long does it take until we can discover your first colour idea on an Audi car model and how does the process look like?

Developing an exterior color is a long and very emotional process that, after the first conceptual phase, involves also a close development with the suppliers and this can take years.
We begin our journey with a conceptual idea, an intuition based on a wide trend research that includes design, technology and society. The inspiration is everywhere and during this process, it is important to keep our mind and eyes wide open, ready for new inputs and fresh ideas. Afterwards we elaborate, filter and translate these ideas into a pure and distinctive Audi colour code. For each Audi model it is also very important to interpret its specific shapes and surfaces, its peculiar character and mission and to connect it to the wider Audi-brand DNA. This first idea is implemented in several trials, until we get the desired result.

4. Are there differences between men and women in their choice of colours and materials for their car?

Not really. Buying an Audi is a pondered choice; it has a lot in common with choosing a partner. Of course, there must be a profound affinity, but the partner remains essentially a different entity with his own personality, and still nothing like the partner confirms who we authentically are and what we value most.
Audi has a strong identity and each model has a specific character and a distinctive attitude, which resonates with you or complements you. Within the range each possible configuration of colors and materials chosen by the customer and independently from gender, will always be the authentic expression of the Audi genes.

5. The future of mobility is tied up with autonomous driving. Will this pose different challenges when it comes to colours and materials?

We are on the verge of a new Era of Innovation and Technology: the upcoming advent of Autonomous Driving is definitely changing the concept of mobility, as we know it.
From a C&T point of view my team and I tackled the autonomous driving as well as car-sharing themes adopting a human centered design approach and highly considering the psychological point of view of the occupants.
Automated driving (level 4 and 5) turns the car interior into a third living space next to home and office so in C&T we work to define a colours and material concept that is comforting and reassuring, that will elicit the right emotions to induce a relaxing mood: a "feel-good atmosphere".
Besides associated with technical transformation there is a rising sense of ethical responsibility, environmental awareness and greater attention to sustainable materials.
In fact natural materials have a special appeal: they are perceived as authentic, genuine and they play a relaxing and comforting role setting a natural health and well-being context.
A level-5 autonomous driving is for example interpreted by the showcar Audi Aicon. The colour and materials selection of this luxury sedan includes wood, wool, linen, silk which have a special impact on our perception contributing to evoke a relaxing lounge, a cozy and elegant space where warm colors and natural materials recreate a private sphere and suggest, by recalling a lounge experience, a different mindset and a change of behavior inside the vehicle.
The elegant lounge feeling conveyed by Aicon‘s colour and material selection will in fact bring you into the right mindset and will let the car perform its primary task: offering its occupants, during a long journey maximum comfort, relaxation, communications, technology and freedom. The passengers, freed from the task of driving, can choose how to spend their time in the car.
The new intended purpose of the interior space is psychologically validated by the sense of warm comfort promoted by the colour and material concept.

And the +1 question from Simona to you:

“Sustainability starts in your thinking and is expressed through design. That’s why we decided to create two leather-free interior packages for the Audi e-tron GT. The trim consists in large part of regenerated and upcycled materials like for example the textile in the seat that, made from polyester waste, is optically reminiscent of wool. It has a very soft touch and a sophisticated and modern mélange effect distinctively Audi. For me it‘s a great feeling - natural and pleasant.

What is your opinion? What makes you feel good in the car?”

We are looking forward to your answers in the comment section below.
Thank you Simona for the very inspiring interview.

Pictures and Video: Audi
Interview: Britta Reineke