Elliott Koehler, creative director at JPA Design, considers technologies that could benefit the design process.
How do you feel about the potential of artificial intelligence (AI) for design?
AI is powerful and has the capability to become an essential digital tool for designers within certain applications. JPA Design has started implementing AI visualisation as a limited part of our project development. We think in general the potential is unexplored but will increase over time.
AI can be used to help speed up workflow – generating high-fidelity renders just from an initial thumbnail sketch. Like bouncing ideas off in a collaboration, AI’s interpretation of a design (sketch) can trigger additional ideas. It’s a tool that could help build a design team’s concept through its rapid visualisation power in different styles. The main challenge is the current limitation in styles and the AI’s understanding of the image presented. With time we expect this to improve.
However, there’s a danger that truly innovative design development and human-centric considerations for the user experience could be compromised if designers become too reliant on AI for concept direction.
AI currently faces challenges in understanding diversity, accessibility and inclusivity – limitations that will perhaps always divide design from a human and a machine.
The integration of AI in the aviation industry could bring challenges such as safety and ownable IP. Striking the right balance between automation and human oversight is crucial to ensure the reliability and safety of AI applications in aviation design as well as appropriate regional applications.
Are there uses for augmented reality (AR) in design?
For any spatial design, such as transport interiors, a mix of physical mock-up and digital detailing/CMF can assist clients and designers in understanding a space and its challenges better. We can see the benefits in presenting AR work, however virtual reality (VR) in our experience is a more appropriate tool rather than AR.
What other technologies could benefit the design process?
Technologies that could make the experience of working between different software applications more seamless. Some smaller start-up apps are more open to collaborative software applications, but established companies tend to try to limit designers within their own specific tools.
What cabin innovations have caught your eye recently?
Not necessarily recently, but the Airtek concept JPA worked on over the pandemic would be hugely beneficial in saving CO2 emissions and if the airline industry is looking to reduce carbon emissions, then a lightweight business-class seat could be a very important stepping stone in achieving this.
The Starlux bulkhead was interesting to see, with the possibility of a much more exciting execution.
What emerging trends will impact cabin design in 2024?
Besides the usual buzzwords of ‘sustainability’ and ‘experience-driven’ we hope to see new materials and production methods making their way into aviation and being welcomed by seat manufacturers, allowing for truly new design directions to be implemented. We were one of the first design agencies to join the Green Cabin Alliance in recognition of the need to reduce the environmental impact of aviation cabin interiors.
What are your hopes for Aircraft Interiors Expo (AIX)?
A team from JPA Design will certainly be at AIX. Every year this is our key opportunity to update our knowledge, innovate on our programmes and support clients who visit the show.
This interview was conducted by Izzy Kington and first published in the March/April 2024 edition of Business Jet Interiors International as part of the Design Forum feature.
