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Ian Callum, Director of Design at Jaguar Cars on Design as Metaphor

"What I want to do is express something, which is emotionally exciting. That's the first thing. And the easiest way to do that is express in a way that people look at it and understand it." "You're metaphorically telling a story of excitement or simplicity or strength or beauty. They all tell a story. They all portray something to different individuals. Sometimes, the same objective car can portray a slightly different story to individuals based on that experience. But to me, I'm trying to put over a sense of feeling about a vehicle, which itself tells a story. And my story is usually one of simplicity or strength. I like to look for lines in cars that people understand. They look at it. The

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© 2020 by Sid Ramnarace

Photo Credits: Ford Motor Company, Lifetime Brands, Bonhams, Ramnarace New York