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Th
‘Cruise’
Master’s Thesis 2006-2007
Martin Sjöman
Department of Industrial Design
Konstfack Collage University of Arts, Crafts, and Design
© Martin Sjöman 2007
Executive Summary - Design Strategy for Storebro Royal Cruisers
“Cruise” – A boating experience that promotes an environmentally friendly style of driving by offering new values!
The prevailing market trend is to build yet faster boats, but this is not
what Storebro’s owners desire. In fact, most Storebro owners never use
the boats’ top speed and find it unimportant.
With today’s technology a boat can be built which is optimized for
‘comfort speed’, and this would result in many positive side effects.
Today’s large powerboats are fast and very heavy. They consume hundreds of litres of petrol on a day-trip, damage the sensitive coastal environment where they operate, and are ill fitted to most Nordic customer’s desires.
The master’s project presented here had two main objectives: To create a new boating experience which brings back focus on the journey
in itself, and at the same time create a stronger market position for the
Swedish boat producer Storebro Royal Cruisers. The project’s outcome
was a design strategy and a brand development strategy, both illustrated by the concept boat Storebro 475 Cruise.
A brand development strategy
Today Storebro is recovering from a period of financial problems, during which the brand image has grown increasingly unclear. The next
generation of boats must “re-launch” the brand. The project proposes
a design strategy to differentiate Storebro‘s offer and communicating
the brand position.
The following report presents consumer insights, today’s boating
trends, and how a new boat concept could match these to form an attractive alternative on the market.
Can a new boating experience be designed to replace that
of power and speed?
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Storebro’s boats are known for superior comfort and reliability, and the
owners are often dedicated boating people that spend much time on
their boats.
The project’s research findings pointed out many areas where today’s
boats are ill fitted to the customer’s needs and desires.
© Martin Sjöman 2007
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The Project
Inspiration
What do the users really value? What is really considered “good performance”?
- Most modern boats are too short and heavy to allow travel at “comfort speed”
© Martin Sjöman 2007
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The Project
Storebro Royal Cruisers
Classic Swedish producer of luxury cruisers, which after many years of bad
financial results and low market activity suffers from a weak brand image.
© Martin Sjöman 2007
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The Project
Project mission
Create a boating experience which promotes a more environmentally
friendly style of driving large power boats.
© Martin Sjöman 2007
The Project
Vision
To find a suitable and unique market position for Storebro Royal Cruisers,
by bringing back focus on the boating experience in itself.
Inspiration
Volvo ECC
• Media attention through sustainability.
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• New form language connects to brand heritage.
© Martin Sjöman 2007
Project overview
Research
The boat market
Analysis
Concept development
Form/styling
Design objectives
Choice of technology
Strategy
Design objectives
Brand image
‘Gestalt’
Concept
Values/expression
Design objectives
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Consumer insights
© Martin Sjöman 2007
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Research
Research
© Martin Sjöman 2007
Research / The market
Market Description
introduction
growth
maturity
decline
• Mature market
• Growing (international) competition
= Need for differentiation!
Divergent design
Convergent design
Detail design
Concept design
Basic improvements
in functionality
Product innovation
Match competitors.
Fashion trends,
fads and gadgets.
Process innovation
for cost reduction.
Differentiation
through brand
image and styling.
Desperate search for
new product idea.
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The product life cycle. 5
© Martin Sjöman 2007
ch
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Country house
replacements
na
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‘Bobåtar’
Fi
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Market segmentation
Ex
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Research / The market
Speed and fashion
3 main clusters
‘Day cruisers’
Sporty, open boats
Slow and secure
(Sea worthiness/adventure touring)
© Martin Sjöman 2007
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Research / The market
Slow, secure & old fashioned (country house-replacements and adventure cruisers)
© Martin Sjöman 2007
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Research / The market
Planing boats with flyer bridge (the most common type)
© Martin Sjöman 2007
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Research / The market
Sportier planing hardtops (many use retro-styling)
© Martin Sjöman 2007
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Research / The market
Future and trends
• Increasingly heavily traffic in Baltic coastal waters limits speeds
• Rising fuel prices. Growing environmental awareness
• Slowness trend
© Martin Sjöman 2007
Research / Consumer insights
Consumer insights
Underlying desires
Family or a couple in the upper middle age.
The boat is a place for intimate social interaction
The boat is a mobile, country house replacement
The calm of the natural harbours and the
social and lively surroundings on the key
Efficient ‘mini-holiday’, or ‘day cruising’
To “get away” and forget your worries, with a well filled
program of seeing new places
Be visible in your boat
Self esteem, and expression of personality
through the choice of boat
Be part of the sea faring community
Belonging and appreciation
Enjoy the beautiful archipelago scenery
Relaxation and sharing nature experiences
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Users described use © Martin Sjöman 2007
Research / Consumer insights
Conversation is inhibited
while travelling
“The boat is a place for intimate social
interaction”
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Ge
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Va
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Pr
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* The most “silent” boats on the market have
cabin sound levels of around 85dB, which is
roughly the same as sitting next to a vacuumcleaner
© Martin Sjöman 2007
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Ex
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“The boat is used as a country
house replacement”
ob
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Pr
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Research / Consumer insights
Why live in a gloomy
basement?
© Martin Sjöman 2007
Research / Consumer insights
Shouldn’t the journey
itself be an enjoyable
part of the holiday?
“Efficient ‘mini-holiday’, or ‘day cruising’.”
es
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Fi
Ge
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Va
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Pr
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M
ta
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st
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Pr
Br
an
Th
e
sio
n
er
v
ie
w
m
en
t
“Get away and forget your worries, with an
activity filled programme”
© Martin Sjöman 2007
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ar
m
ar
ke
ov
og
up
n
m
co
ut
lo
na
Fi
t
al
es
st
lu
Ge
Va
tg
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sio
es
Ta
rg
e
pr
en
t
“In search of self esteem, and expression of
personality through the choice of boat”
es
es
“Be visible in your boat”
Ex
ar
ke
m
ie
w
op
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ct
iv
je
ev
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tp
Ad
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va
on
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M
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in
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sig
eb
ht
ro
s
st
Cu
e
Th
se
Re
n
er
v
n
sio
Vi
gy
te
ct
tio
&
ra
ta
es
en
Pr
n
io
iss
M
st
oj
e
Pr
d
Br
an
Th
e
Research / Consumer insights
Most boats look more
or less the same!
© Martin Sjöman 2007
ch
ar
m
ar
ke
ov
og
up
n
m
co
ut
lo
na
Fi
t
al
es
st
lu
Ge
Va
tg
ro
sio
es
Ta
rg
e
pr
en
t
“In search of appreciation”
es
es
“Belonging to the sea faring community”
Ex
ar
ke
m
ie
w
op
el
ct
iv
je
ev
y
tp
Ad
os
iti
va
on
nt
ag
es
M
ol
Te
ch
n
ob
td
ep
n
ig
es
D
nc
Co
t
om
er
St
in
or
sig
eb
ht
ro
s
st
Cu
e
Th
se
Re
n
er
v
n
sio
Vi
gy
te
ct
tio
&
ra
ta
es
en
Pr
n
io
iss
M
st
oj
e
Pr
d
Br
an
Th
e
Research / Consumer insights
Nobody likes disturbing
fellow boaters
© Martin Sjöman 2007
ch
ar
m
ar
ke
ov
og
up
n
m
co
ut
lo
na
Fi
t
al
es
st
lu
Ge
Va
tg
ro
sio
es
Ta
rg
e
pr
Ex
ar
ke
es
es
y
tp
Ad
os
iti
va
on
nt
ag
es
M
ol
m
op
el
ct
iv
je
en
t
“In search of relaxation and sharing
nature experiences”
Te
ch
n
ev
ie
w
“Enjoy the beautiful scenery”
ob
td
ep
n
ig
es
D
nc
Co
t
om
er
St
in
or
sig
eb
ht
ro
s
st
Cu
e
Th
se
Re
n
er
v
n
sio
Vi
gy
te
ct
tio
&
ra
ta
es
en
Pr
n
io
iss
M
st
oj
e
Pr
d
Br
an
Th
e
Research / Consumer insights
High speed requires
concentration! You end
up seeing less.
© Martin Sjöman 2007
Research / Consumer insights
Summary: Consumer insights
•
“It’s 7,5 or 22 knots, the middle speeds just
aren’t comfortable. The boat digs down, leans
back, and you can’t do anything inside.”
Too slow or too fast!
Planing boats perform badly at middle speeds.
•
Boat people never hurry!
“I like staying in a natural harbour, but you feel
loud and vulgar among the sailing boats - you
don’t fit.”
No need for maximum speed!
“Sailing would be nicer, but we are getting old.”
Silence matters!
“25 knots is too windy on the flyer bridge, it’s not
nice. My wife will go down to the aft deck.”
24 out of 25 say they are never in a hurry
•
23 out of 25 never use the boat’s maximum speed
•
The ideal boating experience is described as ‘sailing’, ‘stillness’ or
‘closer to the water’
m
ut
lo
na
Fi
Ge
st
al
t
up
es
Va
lu
tg
ro
ss
Ta
rg
e
pr
e
Ex
nt
ag
io
es
n
io
sit
po
va
Ad
ar
ke
t
og
y
ol
M
hn
Te
c
co
n
es
es
op
m
ct
iv
el
ev
ob
je
n
td
ep
es
ig
D
St
Co
nc
ke
t
st
m
ar
Cu
e
ar
ch
Th
se
om
er
in
or
sig
eb
ht
ro
s
ov
Re
en
t
at
io
Vi
&
Pr
es
n
iss
M
n
sio
gy
te
io
st
ra
d
Br
an
Th
e
Pr
oj
ec
t
n
er
vi
ew
en
t
“We always relax at 8 knots if the weather is nice.”
© Martin Sjöman 2007
Research / Storebro
Storebro’s heritage
The Classics
Models Solö and Storö were a great success in the 60’s and 70’s.
Storebro builds a reputation for fine detail wood work.
The ‘White Boats’
Solö Kabin
Larger boats and a second classic era for the brand.
Storö IV
Strong nostalgia and great potential
to use the engagement of dedicated
fans as brand ambassadors.
Storebro 470 Baltic
m
ut
lo
na
Fi
Ge
st
al
t
up
es
Va
lu
tg
ro
ss
Ta
rg
e
pr
e
Ex
nt
ag
io
es
n
io
sit
po
va
Ad
ar
ke
t
og
y
ol
M
hn
Te
c
co
n
es
es
op
m
ct
iv
el
ev
ob
je
n
td
ep
es
ig
D
St
Co
nc
ke
t
st
m
ar
Cu
e
ar
ch
Th
se
om
er
in
or
sig
eb
ht
ro
s
ov
Re
en
t
at
io
Vi
&
Pr
es
n
iss
M
n
sio
gy
te
io
st
ra
d
Br
an
Th
e
Pr
oj
ec
t
n
er
vi
ew
en
t
Storö 31 Biscay
© Martin Sjöman 2007
Research / Storebro
Storebro today
Financial difficulties
Huge losses in the late 90’s. Dedicated investor
Hans Mellström buys the company in 1999.
The Nimbus group
Storebro is merged with the Nimbus group. New
management and modernized production.
Uncertain future
m
ut
lo
na
Fi
Ge
st
al
t
up
es
Va
lu
tg
ro
ss
Ta
rg
e
pr
e
Ex
nt
ag
io
es
n
io
sit
po
va
Ad
ar
ke
t
og
y
ol
M
hn
Te
c
co
n
es
es
op
m
ct
iv
el
ev
ob
je
n
td
ep
es
ig
D
St
Co
nc
ke
t
st
m
ar
Cu
e
ar
ch
Th
se
om
er
in
or
sig
eb
ht
ro
s
ov
Re
en
t
at
io
Vi
&
Pr
es
n
iss
M
n
sio
gy
te
io
st
ra
d
Br
an
Th
e
Pr
oj
ec
t
n
er
vi
ew
en
t
The brand identity has grown increasingly unclear.
© Martin Sjöman 2007
Research / Storebro
Brand Image
calm /in control
belonging/accepted
classy/sophisticated
Benefits for the user
For longer
periods of stay
Seaworthy
Well trusted
production
Storebro
good 2:nd hand
value
Power
‘Real’ boating
people
Inheritance
history
Strong, long
term customer
relationship
Emotional
benefits
Knowledge
Knowing you
own the best
SRCC
(owners club)
‘Social
platform’
Classic/timeless.
Sophisticated - not
vulgar or flashy
Admiration
‘move up-scale’
‘sign of success’
Well trusted
service
Organizational
benefits
Travel far
Highest price
Quality
Trustworthy
performance
picture of user
Long periods
Fine wood
furnishings
Functional
benefits
To identify oneself with...
Use the
boat a lot
Security
Comfortable
Self-expressive
benefits
Successful
business person
For Nordic
climate
For guests
(aft-cabin)
In my Storebro I feel...
Well planned for
guests on-board
Visual
Image
Works as
“membership” in
“exclusive club”
Business/career
network
Big windows
m
ut
lo
na
Fi
Ge
st
al
t
up
es
Va
lu
tg
ro
ss
Ta
rg
e
pr
e
Ex
nt
ag
io
es
n
io
sit
po
va
Ad
ar
ke
t
og
y
ol
M
hn
Te
c
co
n
es
es
op
m
ct
iv
el
ev
ob
je
n
td
ep
es
ig
D
St
Co
nc
ke
t
st
m
ar
Cu
e
ar
ch
Th
se
om
er
in
or
sig
eb
ht
ro
s
ov
Re
en
t
at
io
Vi
&
Pr
es
n
iss
M
n
sio
gy
te
io
st
ra
d
Br
an
Th
e
Pr
oj
ec
t
n
er
vi
ew
en
t
‘The Lines’
© Martin Sjöman 2007
Research / Storebro
In my Storebro I feel...
Brand Image
like a disturber of the peace
not a responsible person
Negative associations
Bad fuel
economy
Functional
Weaknesses
Negative selfexpression
Storebro
disturbing
others
Negative
emotions
Old-fashioned
style
m
ut
lo
na
Fi
Ge
st
al
t
up
es
Va
lu
tg
ro
ss
Ta
rg
e
pr
e
Ex
nt
ag
io
es
n
io
sit
po
va
Ad
ar
ke
t
og
y
ol
M
hn
Te
c
co
n
es
es
op
m
ct
iv
el
ev
ob
je
n
td
ep
es
ig
D
St
Co
nc
ke
t
st
m
ar
Cu
e
ar
ch
Th
se
om
er
in
or
sig
eb
ht
ro
s
ov
Re
en
t
at
io
Vi
&
Pr
es
n
iss
M
n
sio
gy
te
io
st
ra
d
Br
an
Th
e
Pr
oj
ec
t
n
er
vi
ew
en
t
Snooty people
with their nose in
the air
© Martin Sjöman 2007
Research / Storebro
Brand Image Survey*
Value “I believe they are going out of the market. I don’t
know what the brand stands for anymore.”
Agrees ‘fully’, or ‘to a high extent’
Storebro is a...
Family Boat
Long-Distance Boat
90%
85%
“More like a house than a car, a Storebro boat ages
with grace.”
Day cruiser
Sporty boat
25%
15%
“A fine old lady going to the dogs.” (“En fin gammal
dam på dekis”)
Storebro’s style is...
Sober (not vulgar) Calmness/Stillness 80%
70%
Flashy/Ostentatious
Speedy
35%
30%
Storebro is known for...
High Quality Build 90%
Fine Sea-Going Qualities
55%
m
ut
lo
na
Fi
Ge
st
al
t
up
es
Va
lu
tg
ro
ss
Ta
rg
e
pr
e
Ex
nt
ag
io
es
n
io
sit
po
va
Ad
ar
ke
t
og
y
ol
M
hn
Te
c
co
n
es
es
op
m
ct
iv
el
ev
ob
je
n
td
ep
es
ig
D
St
Co
nc
ke
t
st
m
ar
Cu
e
ar
ch
Th
se
om
er
in
or
sig
eb
ht
ro
s
ov
Re
en
t
at
io
Vi
&
Pr
es
n
iss
M
n
sio
gy
te
io
st
ra
d
Br
an
Th
e
Pr
oj
ec
t
n
er
vi
ew
en
t
*25 in-depth interviews, 79 answers to boat owner survey
© Martin Sjöman 2007
Research / Storebro
Brand Image - Conclusions
(+ -) Storebro is widely considered a cruiser/‘bobåt’ rather
than a sports boat or a day cruiser
+ Storebro is well known for exceptionally high quality,
especially in the wood furnishings
+ The style is considered to be classic and timeless, low
key rather than vulgar or fancy
- A reputation for bad fuel economy and causing high waves
m
ut
lo
na
Fi
Ge
st
al
t
up
es
Va
lu
tg
ro
ss
Ta
rg
e
pr
e
Ex
nt
ag
io
es
n
io
sit
po
va
Ad
ar
ke
t
og
y
ol
M
hn
Te
c
co
n
es
es
op
m
ct
iv
el
ev
ob
je
n
td
ep
es
ig
D
St
Co
nc
ke
t
st
m
ar
Cu
e
ar
ch
Th
se
om
er
in
or
sig
eb
ht
ro
s
ov
Re
en
t
at
io
Vi
&
Pr
es
n
iss
M
n
sio
gy
te
io
st
ra
d
Br
an
Th
e
Pr
oj
ec
t
n
er
vi
ew
en
t
- Many consider the brand ‘old fashioned’
© Martin Sjöman 2007
up
n
n
m
io
co
ut
lo
na
Fi
t
al
es
st
lu
Ge
Va
tg
ro
io
es
ag
op
m
es
es
el
ev
ct
iv
sit
po
ss
pr
e
Ta
rg
e
Ex
nt
va
Ad
og
y
ol
ke
t
ar
M
hn
ob
je
td
ep
n
es
ig
Te
c
D
ov
er
vi
ew
n
om
er
in
or
sig
eb
ht
ro
s
n
io
sio
Vi
ke
t
ar
Co
nc
St
at
&
t
gy
te
ar
ch
m
st
Cu
e
Th
se
Re
en
t
es
Pr
n
io
iss
M
st
ra
ec
oj
Pr
d
Br
an
e
Th
en
t
Concept development
Concept development
© Martin Sjöman 2007
Concept development / Design objectives
Strategy
• Cultivate and visualize brand image strengths!
Cultivate the brand’s unique
and very attractive position in
northern Europe .
Keep the current customers. Stay in the top quality segment and keep
the classic, low key style.
Keep Storebro a comfort cruiser (bobåt).
• Reverse the brand image’s weaknesses!
An extremely fuel efficient concept is needed to mark change.
Use the latest technology to change ‘old-fashioned’ image.
• Differentiate to be more competitive, and to meet trends!
m
ut
lo
na
Fi
Ge
st
al
t
up
es
Va
lu
tg
ro
ss
Ta
rg
e
pr
e
Ex
nt
ag
io
es
n
io
sit
po
va
Ad
ar
ke
t
og
y
ol
M
hn
Te
c
co
n
es
es
op
m
ct
iv
el
ev
ob
je
n
td
ep
es
ig
D
St
Co
nc
ke
t
st
m
ar
Cu
e
ar
ch
Th
se
om
er
in
or
sig
eb
ht
ro
s
ov
Re
en
t
at
io
Vi
&
Pr
es
n
iss
M
n
sio
gy
te
io
st
ra
d
Br
an
Th
e
Pr
oj
ec
t
n
er
vi
ew
en
t
Make boats optimized for comfort speed!
© Martin Sjöman 2007
Concept development / Technology
Semi-planing hull
A longer boat allows higher speed without planing.
Wave top
low pressure
Non planing hull requires
less power.
wave-length = boat-length
= max. displacement speed
m
ut
lo
na
Fi
Ge
st
al
t
up
es
Va
lu
tg
ro
ss
Ta
rg
e
pr
e
Ex
nt
ag
io
es
n
io
sit
po
va
Ad
ar
ke
t
og
y
ol
M
hn
Te
c
co
n
es
es
op
m
ct
iv
el
ev
ob
je
n
td
ep
es
ig
D
St
Co
nc
ke
t
st
m
ar
Cu
e
ar
ch
Th
se
om
er
in
or
sig
eb
ht
ro
s
ov
Re
en
t
at
io
Vi
&
Pr
es
n
iss
M
n
sio
gy
te
io
st
ra
d
Br
an
Th
e
Pr
oj
ec
t
n
er
vi
ew
en
t
Smaller engine allows for
the use of new technology.
© Martin Sjöman 2007
Concept development / Technology
Genset (serial diesel-electric hybrid)
Long, low and light
• Smooth, comfortable travel in all speeds from 0 -18 knots *
• 47 feet boat with a “41 feet’s interiors”
• Absolutely silent electric propulsion!
• Lower top speed allows lighter build.
• Saves fuel by promoting lower speed
• Secure in tough conditions. Powerful at low speeds**
* Boats with direct drive diesels cannot go slower than 5-7 knots
m
ut
lo
na
Fi
Ge
st
al
t
up
es
Va
lu
tg
ro
ss
Ta
rg
e
pr
e
Ex
nt
ag
io
es
n
io
sit
po
va
Ad
ar
ke
t
og
y
ol
M
hn
Te
c
co
n
es
es
op
m
ct
iv
el
ev
ob
je
n
td
ep
es
ig
D
St
Co
nc
ke
t
st
m
ar
Cu
e
ar
ch
Th
se
om
er
in
or
sig
eb
ht
ro
s
ov
Re
en
t
at
io
Vi
&
Pr
es
n
iss
M
n
sio
gy
te
io
st
ra
d
Br
an
Th
e
Pr
oj
ec
t
n
er
vi
ew
en
t
** Multiple engines with high torque
© Martin Sjöman 2007
up
n
n
m
co
ut
lo
na
io
es
en
t
‘Bobåtar’
Fi
t
al
es
st
lu
Ge
Va
tg
ro
io
ss
pr
e
es
ag
sit
po
op
m
es
ct
iv
el
ev
Concept
Ta
rg
e
Ex
nt
va
Ad
og
y
ol
ke
t
ar
M
hn
ob
je
td
ep
n
es
ig
Te
c
D
ov
er
vi
ew
n
om
er
in
or
sig
eb
ht
ro
s
n
io
sio
Vi
ke
t
ar
Co
nc
St
at
&
t
gy
te
ar
ch
m
st
Cu
e
Th
se
Re
en
t
es
Pr
n
io
iss
M
st
ra
ec
oj
Pr
d
Br
an
e
Th
Concept development / Market position
high top speed
Unique market position
‘Day cruisers’
& ‘party boats’
secure & comfortable
© Martin Sjöman 2007
Concept development / Market position
The new concept’s advantages
• Acceptable top speed without the disadvantages of planing.
A pleasant journey is more than just getting from point A to point B!
m
ut
lo
na
Fi
Ge
st
al
t
up
es
Va
lu
tg
ro
ss
Ta
rg
e
pr
e
Ex
nt
ag
io
es
n
io
sit
po
va
Ad
ar
ke
t
og
y
ol
M
hn
Te
c
co
n
es
es
op
m
ct
iv
el
ev
ob
je
n
td
ep
es
ig
D
St
Co
nc
ke
t
st
m
ar
Cu
e
ar
ch
Th
se
om
er
in
or
sig
eb
ht
ro
s
ov
Re
en
t
at
io
Vi
&
Pr
es
n
iss
M
n
sio
gy
te
io
st
ra
d
Br
an
Th
e
Pr
oj
ec
t
n
er
vi
ew
en
t
• Communicates exactly what is needed to reinforce, improve or
change the current brand image.
© Martin Sjöman 2007
up
n
n
m
io
co
ut
lo
na
Fi
t
al
es
st
lu
Ge
Va
tg
ro
io
es
ag
op
m
es
es
el
ev
ct
iv
sit
po
ss
pr
e
Ta
rg
e
Ex
nt
va
Ad
og
y
ol
ke
t
ar
M
hn
ob
je
td
ep
n
es
ig
Te
c
D
ov
er
vi
ew
n
om
er
in
or
sig
eb
ht
ro
s
n
io
sio
Vi
ke
t
ar
Co
nc
St
at
&
t
gy
te
ar
ch
m
st
Cu
e
Th
se
Re
en
t
es
Pr
n
io
iss
M
st
ra
ec
oj
Pr
d
Br
an
e
Th
en
t
Expression
Expression
© Martin Sjöman 2007
Expression / Target group
Target Group
“You can keep a classic car, like a Jaguar or a Bentley, for a long time. You don’t have to run around
each year to get the latest model.”
• Older man or couple, 45-70 years old. (average 58)
• Serious boating interest. Probably owned many boats before.
• Northern Europe (Germany or Scandinavia)
m
ut
lo
na
Fi
Ge
st
al
t
up
es
Va
lu
tg
ro
ss
Ta
rg
e
pr
e
Ex
nt
ag
io
es
n
io
sit
po
va
Ad
ar
ke
t
og
y
ol
M
hn
Te
c
co
n
es
es
op
m
ct
iv
el
ev
ob
je
n
td
ep
es
ig
D
St
Co
nc
ke
t
st
m
ar
Cu
e
ar
ch
Th
se
om
er
in
or
sig
eb
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• Most have begun cutting down on work, or sold their business
and can therefore spend more time on the boat.
© Martin Sjöman 2007
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Expression / Target group
What the target group values:
© Martin Sjöman 2007
Expression / Values
Expression needed for acceptance of a new technology
and a radical concept:
Direction for design phase:
Value to transmit:
Communicate the new boating experience
Stillness
Connect to Storebro’s heritage
Respectful
Style to improve brand image
‘Timeless modern’
Design to meet the target group’s needs
Comfort
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© Martin Sjöman 2007
Expression / Values
Breaking up the core design values to provide
better guidance for the design process
Stillness lightness, flow, non-aggressive, near the water
Respectful
balanced, clear, reduced, not retro, not trendy
open, socially integrating, interior wood, solid
‘Timeless modern’
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Comfort
distinct, ‘Storebro lines’, exterior wood, ‘sun-cap’
© Martin Sjöman 2007
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Gestalt
Gestalt
© Martin Sjöman 2007
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Gestalt
Exterior form
“Extreme sketching” to research expression of values
lightness, non-aggressive, near the water, flow
© Martin Sjöman 2007
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Gestalt
Exterior form
Rough experimenting with volumes and planning of the lower and longer
boat’s interiors.
© Martin Sjöman 2007
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Gestalt
Exterior form
Using measurements from first CAD model to fit
interior and exterior form
‘Storebro lines’
© Martin Sjöman 2007
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Exterior design
Exterior wood panels
© Martin Sjöman 2007
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Gestalt
Exterior design
Presentation sketches to get feedback from Storebro/Nimbus
© Martin Sjöman 2007
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Gestalt
Model work
Clay models to fine tune the hull shape to get the right expression
Hard model extracted from
technical drawings produced in CAD
© Martin Sjöman 2007
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Final outcomes
Final outcomes
© Martin Sjöman 2007
Final outcomes
Stillness
Smooth flow of the lines implies the speed range.
The completely inaudible engine sparks attention.
© Martin Sjöman 2007
Final outcomes
Near the water
Larger, open and much lower aft deck
© Martin Sjöman 2007
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Final outcomes
Interior plan
Integrate the driver socially
to take advantage of the
smooth and silent journey
© Martin Sjöman 2007
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Final outcomes
‘Convertible’ + The drivers seat integrated socially with passenger lounge sofa.
© Martin Sjöman 2007
Final outcomes
Interior style
The wooden wall panels. are
replaced by a small number
of exquisitely shaped solid wood details.
© Martin Sjöman 2007
Final outcomes
CNC-milled wooden details
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Storebro has recently begun CNC-milling wooden
details. Therefore it represents no extra cost to
mill them in more advanced shapes, with a more
exclusive, “hand made” feeling.
© Martin Sjöman 2007
Final outcomes
Storebro heritage
© Martin Sjöman 2007
Thank you!
Lars Alklind (Nimbusgruppen)
Fredrik Bergqvist, (VP Nimax boat sales)
Lars Bjureus (Storebro)
Torbjörn Eriksson (VP Stormfågeln AB)
Peter Gavrell (SRCC)
Lasse Genberg (Tidningen Båtnytt)
Victor Holmqvist (EDG)
Jakob Kuttenkoler (KTH)
Ocke Mannerfelt (Ocke Mannerfelt Design)
Hans Mellström (VP Viamare AB)
Johan Olefors (VP Storebro)
Lennart Svantesson (CEO Nimbusgruppen)
Anders Svedberg (VD Svenska turistrådet)
The interviewed boat owners
Teo Enlund, Sara Ilstedt,
David Crafoord, Monica Förster
Stefan Ytterborn
Martin, Nils & magisterklassen!
© Martin Sjöman 2007