SUZUKI SUPERSPORT
TRANSFORMING THE YOUTH OF TOKYO 2040
OBAKE / “The term is often translated as “ghost”, however, more literally, the term means a thing that changes, referring to a state of transformation or shapeshifting.”
As the city continues to shift and grow around them, Tokyo’s youth struggle to bridge the generational gap between progress and tradition. Representative of both the bright future of the culture and a suppressed ultraviolence, the Obake by Suzuki provides an alter for the generation’s exhausted ego.
The Ask:
Establish a future mobility solution for Tokyo, Japan in 2040.
The Answer:
Suzuki’s timeless approach to design has allowed them to remain a household name for several generations. Ambush Design represents the bright future of the Japanese youth culture. Playing on the generational differences that are pushing the youth to act out more than ever, this collaboration between the two cultural behemoths celebrates the youth and their thirst to leave their mark on Japan’s illustrious culture.
Roles:
Concept Ideation + Development
2D/3D/VR Ideation + Development
UI/UX Design
SETTING THE SCENE
TOKYO IN 2040
A hyper connected marvel, ravaged by natural disasters, Tokyo has grown exponentially. As the new infrastructure works to heal the wounds years of pollution have taken on the city, society is busy exploring the dichotomy between their rich history and the future of the metropolis.
NAVIGATING NATURAL DISASTERS
A future Tokyo falls subject, along with the rest of the world, to the mounting effects of global warming. Natural disasters have become more violent and more frequent. As a result, various “high risk” sections of the railway have been abandoned. Nature slowly begins to reclaim the tunnels together with a few rebel youths.
INCREASIGNLY INDEPENDENT YOUTH
Tradition and mutual respect have always been defining aspects of Tokyo’s culture. The mounting pressure of being “perfect” in an age of progression has raised a generation of rebels. Each individual vents their frustrations differently; however, a certain group has gathered to share in an emotionally revolutionary experience.
HYPERCONNECTIVITY IN BLOOM
Technology has continued to grow at a rapid pace and the people of Tokyo have grown alongside it every step of the way. Very much so embodying “life within the grid", the city has become a marvel around the world for it’s hyperconnected infrastructure. The youth, more than any other demographic, embrace the future with open arms and even lead the charge in exploring exciting new methods of connection.
UNITY IN REBELLION
MEET GENERATION ALPHA
With an overwhelming sense of responsibility, and the current autonomous state of transportation, the youth of Tokyo lash out. Seeking a sense of freedom from the rigid societal norms they were born into, a group of rebel spirits form an underground racing scene located in various stretches of the now abandoned Tokyo Railways.
DAY / NIGHT PERSONAS
LIFE IN A PROTOPIA
Reflecting the youth’s sentiment about societal constraints, Tokyo embodies the spirit of a “protopia” as opposed to the long tarnished sentiment behind the term “utopia”. During the daytime life is simple, efficient, and beautiful. Generation Alpha thrives as they go through the motions. As soon as the sun sets, however, everything changes. Bikes are traded in for motos and a new generation of teamers race through the active cityscape.
RESTRICTED BY TRADITION
CLASHING CULTURES
The protopian future of Tokyo is founded on the belief that through design we will be able to create a better future than what is envisioned. The true issue lies at a cultural level. The steps toward a “better” future are, in the youths opinion, being held back by tradition. Courtesy and respect are at the core of why the city functions so efficiently; however, progressive ideologies clash with traditional upbringings and the result is reflected in the youth lashing out.
A TIMELESS SENSE OF PURPOSE
SUZUKI’S CORE VALUES
Consistently thinking ahead of their time, Suzuki has a long history of ground-breaking innovation and an overwhelmingly positive relationship with their consumers. Their core values have helped them to become lauded globally and act as a guide rails for crafting one successful concept after the next regardless of where or when we might find ourselves in history.
SPIRIT
“Our customers; it’s the people who make this brand so special.”
SPOTRY
From road trips to shopping sprees or a simple family visit; whatever brings you joy, your Suzuki will seamlessly fit in with your life.
VALUE
Suzuki ensures that each vehicle speaks to the needs of that specific customer. With Suzuki, you know exactly what you’re getting, without premiums for unnecessary specifications or trim.
EXCITEMENT
“Our goal is to always exceed expectations and delight our customers , thereby earning their affection, trust and loyalty.”
CONCEPT DEVELOPMENT
DESIGN OBJECTIVES
Combine aesthetic and performance-based transformative elements into a supersport silhouette fit for the youth of Tokyo 2040. Integrate the final design into Web-3 to foster user experiences and build brand relationships with the next generation of consumers.
WEB-3
CUSTOMIZABLE
TRANSFORMATIVE
SPEED FORM
CONNECTIVITY
CONCEPT DEVELOPMENT
MULTIMEDIUM SKETCHING
As a basis for the design I looked to one of Suzuki’s unreleased concept bikes in particular: the Suzuki Nuda. The Nuda, first shown in 1986, was decades ahead of it’s time featuring striking design elements such as a hydraulic powered 2WD system and a sideways shifting seat to help the rider hang off when cornering. Inspired by the innovation I began to concept what it would look like to bring that same level of innovation to a bike in 2040.
USER VALIDATION
INTERVIEW AT PISTON SOCIETY
In order to grasp some of the realities of cycling and screen initial concepts, I spoke with and recieved feedback from experienced riders at one of Cincinnati Ohio’s leading electric motorcycle retailers. After considering the feedback, I revisited my initial concepts with a fresh perspective on matters.
CONCEPT REFINEMENT
LEANING INTO CORE TRAITS
It was clear after revisiting my initial concept that it was trying too hard to “do it all”. Attempting to fit in some design elements was directly affecting the bike’s potential and in turn hurting the value proposition for the core consumer. This bike doesn’t have to look like every other bike because it’s not, and for that matter it shouldn’t. Bosozoku bike culture was built around individuality. In the same way, this bike is about individuality in a digital age and the design should reflect that.
A GHOST-LIKE FORM TO FIT THE NAME
LOOKS THAT COULD KILL
Sleek, sporty, and exciting, the Obake Supersport glides through the cityscape. E-ink integration into the unit’s side panels allows for full customization of the bike’s look and feel. An extended “dove tail” seat flows seamlessly into the bike’s defining feature: a massive onboard display.
The touch sensitive display functions as both a volumetric and holographic projector eliminating the need for any unnecessary dials or gauges entirely.
ALTER YOUR RIDE STYLE
SHAPESHIFTING DYNAMICS
Future advancements in tech give way to hyper-simplified drive controls. Whether the racer is on the track or on the streets, they are capable of adjusting the unit’s ride mode to best suit them. Both the yoke and foot pegs dynamically shift to allow freedom in stance.
Should the rider desire a more or less aggressive stance, the entire unit operates on a powered central axis that controls it’s angle of incidence.
DESIGNED FOR AN ENTIRE GENERATION
HYPER CONNECTED
The Obake found it’s roots in the Bosozoku, so it’s only fitting that the design is made with the entirety of Generation Alpha in mind. Instantly share and customize mapping solutions, colorways, ride settings, and more among your group all utalizing the on board display. For more on AI integration and customization continue to AMBUSH Design’s sister project for the Suzuki Obake.
Errolson says: “TALK IS CHEAP, CHECK OUT THE UI/UX PROTOTYPE”
CONTINUE TO AMBUSH DESIGN’S SISTER PROJECT TO THE OBAKE SUPERSPORT
This project is purely conceptual and has no affiliation to
AMBUSH Design or SUZUKI Motor.