The Umb13rella
Background
Climate change exacerbates heavy rainfall globally, diminishing the effectiveness of the Automatic Emergency Braking system in detecting pedestrians and reducing traffic accidents under such conditions.
Insight
When it rains, people use umbrellas or wear raincoats to cover themselves from the rain.
Solution
By designing umbrellas and raincoats with materials that efficiently reflect AEB radar, the detection capability of AEB can be enhanced, particularly on days characterized by heavy rainfall.
Volvo's tradition of giving umbrellas to customers is a thoughtful gesture, but it can be risky for pedestrians as it may interfere with Automatic Emergency Braking systems. To address this, Volvo is using a special material called "Aluminized Polyester" in the umbrella design, which increases radar reflectivity and improves safety for pedestrians in inclement weather. With this innovative approach, Volvo is redefining the significance of umbrellas as a symbol of protection and safety
Info
Client: Volvo
Role: Ideation(90%)/ Art Direction(100%)/ 2D&3D Graphic & Motion Design(100%)
2023 Cannes Future Lions _ Shortlist
Product design
Introducing "The Umb13rella" - a groundbreaking idea we've developed for Volvo. Our research revealed a fascinating fact: radar systems only detect moving metal objects, and guess what? Aluminum fabric can reflect radar signals. That's why we've designed this umbrella using aluminum material.
Collaboration
We're on a mission to challenge the belief that safety comes at the expense of beauty. To achieve this, we've collaborated with visionary brands. Why? Because we believe consumers should have beautiful options that prioritize safety.
