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VOLVO parent Geely Auto Group will open a new multi-million dollar five-storey centre for its design arm Geely Design Global in the centre of Volvo’s hometown, Gothenburg.

The “black box” building will become home to hundreds of international designers who will lend their skills and talents to define next-generation cars from Geely.

Geely said that the “minimalistic yet sci-fi inspired building” is part of Geely’s Uni3 campus, a group of buildings in the Lindholmen Science Park that houses several Geely brands and businesses. Some of its neighbours include CEVT (China-Euro Vehicle Technology), Lynk & Co, Ecarx and Geely Group Motorsports.

The complex can serve multiple brands under one roof but will at first  focus on the “hip and urban” brand Lynk&Co, as well as the luxurious all-electric brand Zeekr.

Geely’s VP of Global Design, Stefan Sielaff (centre)

The building’s interior has an open concept to encourage design teams from both brands to work together as a single unit, a layout concept pioneered by BMW in Munich in the 1970s.

Geely’s design arm in Gothenburg now has about 550 staff working in multiple disciplines from exterior to interior design; physical to digital modelling; colour, material, finish (CMF); and newer functions like human-machine interaction and a large virtual and augmented reality section.

Geely said that the mix of old school and contemporary techniques, coupled with the excitement of working on two new brands, will require an influx of new talents. 

“The design house is expected to attract (talent) from all corners of the globe, with special lookout for young, diverse minds who will further refine the design language of these revolutionary brands,” it said.

Lynk&Co’s The Next Day concept car

Geely’s global design chief, Stefan Sielaff, welcomed guests at an unveiling party recently that included car designers, business partners, suppliers and designers from other fields.

A strong advocate of transparency, Mr Sielaff has been praised by Geely’s upper management for getting his teams to come together as one, regardless of brands.

“Since acquiring Volvo Cars in 2010, Gothenburg has benefited greatly with the emergence of new brands and businesses belonging to the Geely family, turning the city itself into an innovation hub,” Mr Sielaff said.

“The Geely Design Centre reinforces us further in Northern Europe as a mecca for designers who are fixated at transforming the automotive sphere.”

The Geely Design Centre will officially open its doors after the Swedish summer break in August 2022.

The Geely Design Centre at the Uni3 campus in Gothenburg, Sweden

By Neil Dowling

AdTorque Edge