December 1, 2022

Barber Advanced Design Center Holds First Design Discussion Panel – Roadracing World Magazine

Historic roundtable on design held at the Barber Vintage Festival

Birmingham, AL – The Barber Vintage Motorsports Museum hosted its first design panel at the 17th Annual Barber Vintage Festival in early October. The discussion took place with legendary designers in front of a large audience inside the brand new Barber Advanced Design Center (BADC).

The BADC was created to inspire new generations of creative thinkers. It functions as a high-tech workspace for industrial design exploration that includes a media hub for visiting designers to learn and collaborate with other designers from around the world.

Design Panel Moderator (left to right) Ultan Guilfoyle, BADC Director Brian Case, Designer Pierre Terblanche, Senior Vice President of Experience Design at Dell Technologies Ed Boyd, Chief Design Officer Polaris industrialist Greg Brewin and designer Miguel Galluzzi of the Barber Advanced Design Center. Photo courtesy of Barber Vintage Motorsports Museum.

On the panel were Pierre Terblanche and Miguel Galluzzi of Ducati and Aprilia/MotoGuzzi fame, Polaris Industrial Design Manager Greg Brew, and Dell Technologies Senior Vice President of Experience Design Ed Boyd. BADC Director Brian Case co-hosted the panel with Ultan Guilfoyle, known for curating the famous Art of the Motorcycle exhibition at the Guggenheim Museum in 1998.

“One of the great things about the Barber Museum is that we can literally go to any point in the history of motorcycles and see what the state of the art was like at that time,” enthused Guilfoyle on using museums for design research. “That’s what we’re talking about here, design as story. Or a story with a beginning and a middle, but we don’t yet know where the end will be. Where we will go tomorrow is what we will find out.

Asked how to capture the imagination of new buyers, Ed Boyd said: “When I worked at Nike, the design teams were constantly redefining our goals for young people. If we just made another same version of the sneaker or whatever, then the age demographic would increase. We knew that if we developed designs related to our youth, older people who wanted to feel young would also buy these products.

“I think there are new designers working on these vehicles, they come from different backgrounds,” says Terblanche. “The Rivian has a hidden flashlight, it parks and self-levels, my stove comes out the side, I have storage. Another one I like is called the Canoo, they’ve done everything the people have never done before with IC trucks. So why couldn’t the designers have done this with IC trucks? They could have, but they didn’t.

Asked about designing for more specialist uses, Galluzzi said: “We can’t forget that the markets are very different. If you go from the United States to India, what we are talking about would be completely different. This is part of our job, to understand what the real needs will be between the different cities of the world. »

“If you’re constantly doing production programs, it’s like you’re always playing a game and never practicing,” Brew exclaimed of the evolution of design workflows and the construction of concept vehicles. “So for us, the concepts are a chance for everyone to practice. It is necessary for us to stay one step ahead.

Connect with @BarberMuseum on YouTube, Facebook, Instagram and Twitter to learn about future Barber Advanced Design Center programs.

The Barber Vintage Motorsports Museum is a 501(c)(3) nonprofit foundation located in the 880-acre Barber Motorsports Park, Birmingham, Alabama, dedicated to the preservation, interpretation, display and history of motorcycles, vintage vehicles, and motor sports. The museum houses the largest collection of motorcycles in the world and is widely known for its collection of vintage Lotus racing cars and other rare vehicles. Every year it hosts vintage motorcycle and racing car events, including the Barber Vintage Festival and Barber Historics. For more information, visit