CC4 | janindesign

2025 GAC Car Culture project 4 : HYPERLUXURY

Every year, during the Milan Design week, we open our studio Via Tortona and we share our latest projects.

This year, we decided to keep exploring car culture. We picked 1930s automotive era as a starting point. We didn't want to copy vehicles from that era. We studied how well known creators at the time managed to successfully mixed luxury and modernity. Luxury cars such as Bugattis, Voisins or Delages remain fascinating piece of art that inspired us to explore the future of GAC Design.

THE MOVIE

THE PROJECT

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PHOTOGRAPHED BY VALERIO VESSELLA

THE CREATIVE PROCESS PART 1

'WHAT IF...'

We tried a new process in order to explore new design expression. 'HyperLuxury' topic is based on 1930s car culture and also on design vision and trends at the time. Gabriel Chanel - one the the most iconic designer of that era - quickly came up as a source of inspiration. We tried to understand her mindset that lead to modern luxury at that time, leaving timeless design pieces still produced today. So we started our design process by : 'what if Coco Chanel would have designed a car' !

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THE CREATIVE PROCESS PART 2

TRANSFORMATION

From our point of view, there is modernity by creating timeless objects, both in terms of style and robustness : Planned obsolescence is a mercantile concept that is not very respectful of the environment and the user.

The GAC CC4 has a structure similar to that of a modern aircraft and can last more than 100 years. His style is simple and elegant...almost neutral but just right not to be out of date one day. It can therefore be transmitted from generation to generation in the manner of real estate, works of art or objects of sentimental value. The automobile is then elevated to the rank of a work of art, as in the 1930s.