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Lead researcher Park Jeong-yong (left) and researcher Lee Seung-hoon (right) oversaw the internal and external design of the SOUL BOOSTER.
The SOUL BOOSTER is unique in many ways. Just to name a few of those ways the SOUL BOOSTER boasts best-in-class safety and convenience features, 1.6-liter turbo engine and a 7-speed dual-clutch transmission which makes for outstanding performance. The most unique aspect is the design. Following in the steps of SOUL's first- and second-generation designs, the SOUL BOOSTER's design is also unmistakably unique and stylish. The SOUL's own unique identity is also well embodied in the new design.
This unique design is the result of hard work by designers and stakeholders. To learn more about how the SOUL BOOSTER was designed and made, we met the two designers who led the design efforts for the interior and exterior of the SOUL BOOSTER. Meet lead researcher Park Jeong-yong of Kia Motors external design task force and researcher Lee Seung-hoon of the internal design team 2.
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The SOUL BOOSTER's appealing design captivates the hearts of the onlooker.
External design TF lead researcher Park Jeong-yong
Q. Which aspect of the SOUL BOOSTER design did you pay the most attention to?
We put in a lot of effort into the side design. The third iteration of the SOUL BOOSTER had many changes, but we wanted those upgrades to be tangible to the onlooker, and that required touching up the side-design.
Korean consumers show little preference for boxy image, and we implemented many changes that will change that image of the SOUL BOOSTER. We went for a design that keeps the practical aspect of a box-car design, while implementing a design that captures a certain emotion. Examples include increased boldness of the front and rear fenders, the height and angle of the belt line, cabin configuration and side section, lower-body details, and so on. in particular, the new design emphasized a sense of boldness over the first- and second-generation designs. The outcome was a more dynamic side design and a distinct ratio characteristic of the SOUL BOOSTER.
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The new design sought to bring forward SOUL BOOSTER's new character, says lead researcher Park Jeong-yong
Q. What's the story behind the unique design choice for the C-pillar?
We were going after a dynamic and sporty side design. The first two generations of SOUL had made the A-pillar black, which achieved a design that connects the front windscreen to the side glasses into one. 3rd Generation SOUL Booster carries on this heritage while doubling-up on the continuity, achieving a more progressive and futuristic image. After much deliberation and tests to give the cabin house's front-side-rear a continuous appearance, we chose to work with the C-pillar design with an airframe geometry. These efforts were part of the process of completing a sporty and futuristic fast cabin.
The empennage (resembling the tail-assembly of an aircraft) design of the C-pillar accentuates its sporty image.
Q. The distinctness of the rear section has a lot of people talking about it.
We saw that the conventional boxcar layout was limited in bringing forth the appeal of SOUL BOOSTER, so we gave it a little personality towards the back. What you drive is a part of who you are. The unique rear design of the SOUL BOOSTER capitalizes on that. It stays true to the precedents' backpack image, while also introducing a tail lamp encompassing that backpack, a clearly differentiated image unique to the SOUL BOOSTER.
Q. The SOUL BOOSTER design speaks a strong SUV vernacular.
The intention was actually not to emphasize the SUV image. From a structural point of view, the SOUL BOOSTER actually has superior space efficiency, practicality, and just general utility. But we did not want to repeat the boxcar design as-is, because it could become monotonous and non-dynamic. That was why from the early development stage of the SOUL BOOSTER, we set the dynamic box concept and sought to give it a strong and bold image with dynamic proportions. That was probably what gives the SOUL BOOSTER an SUV-like image.
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Lead researcher Park Jeong-yong designed the rear side to bring out SOUL's distinctive image.
Q. Can you tell us more about the design behind the EV version?
The gasoline model and the EV model start from essentially different design concepts. The design for the SOUL BOOSTER with the gasoline turbo engine, we cut down the amount of body color area, faded out the bottom side into black, and emphasized the dynamic aspect of the car. Those design choices are probably a large reason to why it is so reminiscent of an SUV.
In contrast, the EV version has more body color area than the gasoline version. It prioritizes a clean, modern, and environmentally green image over its sibling's dynamic image. The chip, fresh, and clean image is due to these design intentions. The front side of the EV model has the minimum number of holes for cooling, while the sides have EV-specific wheels to improve aerodynamic performance.
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Lead researcher Park Jeong-yong hopes that SOUL's design is long-remembered
Q. The front view of the SOUL BOOSTER is just as impressive. As a designer, was there an aspect you wanted to emphasize?
Various efforts went into making the front overhang (the distance between the center of the axle and the end of the body) appear shorter. You can see this from the detailed elements below the headlamp. From the side, those details create a visual effect where the overhang appears shorter. From the front, it makes the car seem broader.
On top is the headlamp that is slim yet high-tech, and on the bottom is an independent headlamp layout added separately. Splitting the top and bottom layout, we were able to offer consumers a choice in configuring headlamps. The intake grill concept superimposes black and satin chrome on double honeycomb structure, creating a strong frontal image.
Q. As a designer, how do you want SOUL BOOSTER's design to be remembered?
Many global brands' models are often difficult to identify at a glance. That is obviously not the case with the SOUL. We created our own SOUL segment in the market and established an impressive design identity. That is a big strength, and I think this is a character that we can sustainably carrying forward over multiple generations. I want it to be long-remembered among consumers for its great design.
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Researcher Lee Seung-Hun oversaw the interior, particularly the sound mood lamp design.
Researcher Lee Seung-hoon of the internal design team 2
Q. Was there a guiding theme for the 3rd Generation BOOSTER's interior design?
I started with the project based on the key idea of visualizing sound. The design intention was to help the driver visually experience the sound. This can be seen in the 3D stereoscopic pattern by the door catch. It visualizes how sound spreads out from the source. This visualization can also be seen in the connected area of the air vent and the tweeter speakers. It is a unique feature of SOUL that no other brand has attempted.
I thought, 'how great would it be to visualize sound by genre and choose different lighting effects and colors?' After much trial and error, we were able to successfully create a 'sound mood lamp' that no other company has produced in their vehicles.
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The connected area of the air vent and tweeter speaker is a quintessential part of SOUL BOOSTER's visualized sound concept.
Q. Different vibes from the interior and the exterior.
The interior is relatively toned down, particularly more so than the previous generation. This design was very much intentional. The SOUL BOOSTER has many features that are spectacular, including the sound mood lamp, the 10.25-inch display screen on the center fascia the combiner-type HUD, and the 3D stereoscopic pattern on the door catch. From a UX point of view, this can cause the driver's visual attention to become unfocused.
To help the driver focus on the road, we toned down the colors and forms of those elements, while adding details and accents so the overall design layout was interesting.
Q. Bringing together cutting-edge technology and design is not easy.
It was a challenge. First thing that comes to mind is working with the design team on the specific placement of the 10.25-inch display on the center fascia. By default, such displays are meant to be a flat surface, but the designers wanted to add a curvilinear element to the design.
After hours and hours of discussion and fine-tuning with the design team, we were able to reach an agreement on the display area. Installing the sound mood lamps and the lighting control system was also a challenge because of the limited space. First, we had to find the right place to install it, decide on the best colors and brightness, then implement it. That process repeated and refined the design immediately up to mass-production.
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The SOUL BOOSTER's interior design succeeds the SOUL heritage and accentuates its identity
Q. What was SOUL's design positioning from its first iteration?
SOUL's first-generation design had already established itself as part of the brand. This was before KIA's own design identity became concrete. This was maintained for the second generation, and also for the third. The executives are well aware of the SOUL's unique position, and we had their blessing in differentiating our positioning with other models.
So, the challenge was not in subscribing to Kia Motors' design identity but maintaining SOUL's particular design heritage. For example, there is a trend to install an extruding infotainment display to the top of the dashboard. The SOUL BOOSTER instead maintains the bulk on the center fascia, keeping the heritage.
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Researcher Lee Seung-hoon finds ways to improve design, based on his experiences designing the SOUL BOOSTER's interior.
Q. Emotive design with interior lighting is becoming more common in vehicle interior design. The SOUL BOOST is one such example. What lighting choices did you make as a designer?
Interior design for automobiles have reached a threshold where further improvements or new forms are few and far apart. There is just not much more left to do. That is why lighting is the new frontier. Great lighting can add an ambiance, and we found that consumers find that significantly satisfying. In the past, lighting was an emotional element considered only in premium brands and flagship models, but technological advancements and pricing availability have made them ubiquitous in all models.
Q. What part of the SOULS's interior are you most attached to?
The doors. We kept to the heritage of the original SOUL series, so the combined side air vent and tweeter speakers were kept in the BOOSTER. The audio-visual lighting effect from the stereoscopic patterns by the door catch was quite satisfying. I learned so much from designing the SOUL BOOSTER's interior, particularly the doors, that I have a feeling it'll be something that might become a big part of my design career moving forward .
The SOUL BOOSTER's amazing design is the achievement of lead researcher Park Jeong-yong, researcher Lee Seung-hoon, and many others who put in countless hours of hard work. We saw their intense focus and passion for groundbreaking and innovative design, down to the smallest details. It was that hard work that fueled the SOUL BOOSTER's development, completion, and its future. What does the future hold for the heritage of SOUL BOOSTER?
