At Buick, car photography helps define design
Car photography usually displays the subject, but at Buick, it’s helping define it.
Consider the Buick Enclave, the luxury crossover that’s among the models helping Buick transform its brand for younger buyers who tend to put a premium on performance and style.
The 2013 Enclave, PaddockTalk.com reports, incorporates the design ideas of three Buick staff members who have a passion for photography — Alikhan Kuljanov, John Puskar and Craig Zinser,
Though they pursue different types of photography, the three find their art applies naturally to helping shape automobiles.
Kuljanov, one of Buick’s lead creative designers, says he immediately thinks photography when he evaluates a car design, imagining how it would look through a lens.
Items I photograph, like a glass of cognac or a colorful autumn setting, for example, affect the warm colors we’ve brought to the Buick brand,” he tells PaddockTalk.
Car design has always called for artistic eyes, but today’s tools have further blurred the line between function and form.
Technology has opened up new opportunities to manipulate images and create something truly unique,” Puskar explains in the article.
If designers can imagine it, they can create an image of it — and engineers can usually figure out a way to put it into production.
Graceful design is part of Buick’s heritage, PaddockTalk’s article notes:
Blue translucent headlight rings, LED lighting inside and out, and soft-touch interior materials continue to stress the brand’s attention to detail,” the article says.
Bringing all those individual elements together is what designers — and photographers — do.
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