Robinson Michael


Wellbeing is one of the most underestimated aspects of modern product development. Designers and engineers make great efforts to guarantee manufacturing quality based on new forms of visual beauty, in hopes of meeting or even surpassing customer expectations. Our forefathers used to preach Form Follows Function, meaning that if it worked, it must be beautiful. In the Digital Age, that is no longer valid. Advanced technology allows us to do amazing things with a simple click, which were considered magic only five years ago. The form surrounding that click has very little to do with function, and therefore has lost importance in modern consumer electronics, and even modern automobiles.

One thing all consumers are asking for today, from their homes, their jobs, the stores where they shop and eat, and from the products they buy, is wellbeing, a recent definition for human satisfaction that is based on what is commonly known as “user experience” or simply “UX”. Designers are finally beginning to understand that physical beauty is not the only path to a positive user experience. But this new field is still searching for processes that can qualify this highly intangible phenomenon. Traditional design development processes (sketch, rendering, digital model, feasibility, and the final physical mockup) are not capable of reproducing existing user experiences, let alone invent new, advanced proposals for human experiences. The manufacturing industry is standing on the threshold of a new era, one that will forever transform modern products and services.

  • Company:CEO & Design Director, ED Design srl.
  • Short Bio:ED is the largest design and engineering company in Italy, offering turn-key services in the automotive and transportation industry. Born in Los Angeles, California in 1956, graduated from the University of Washington in Seattle, Washington in 1978 in Fine Arts and in 1979 in Industrial Design, Robinson has lived in Italy since 1979. Robinson previously held the position of Design Director at Bertone, Fiat, and Lancia, where he designed the Fiat Bravo/Brava/Marea, (European Car of the Year in 1995), the Lancia Dialogos and Nea concept cars (the very first autonomous cars in Europe), the Lancia Lybra, Thesis, Phedra, and Ypsilon production cars, plus the Lancia Giubileo (Pope John Paul II’s personal limousine), and the Fiat Ducato production truck. As Bertone Design Director he created the Alfa Romeo Pandion, Jaguar B99, Nuccio, and Aston Martin Jet 2+2 concept cars, plus the FAW X80 and the BAIC D50, two top-selling production cars in China. At ED he has designed the BAIC D60 GT concept car and the ED Torq, a fully electric, fully autonomous race car. In non-automotive achievements, Robinson designed the 2015 Frecciarossa 1000, a high speed train for Europe, the AgustaWestland Project Zero, a full electric, twin, tilt rotor VTOL flying wing helicopter which won the coveted Grover Bell Innovations Award in 2014, plus the Mangusta 65 Open, a sport luxury yacht. A well-known researcher of future technologies, Robinson has been a strong advocate for autonomous, electric vehicles (AVs + EVs) since 1996. Today, 20 years later, everyone is finally adhering to the greatest transformation of the automobile since it’s inception. This incredible transformation will have a profound effect on modern society, by saving 1.2 million lives every year, and offering a paradigm leap in personal wellbeing across the planet.
Go back