Fresh off her brilliant workshop session discussing creativity in CMF, Amy Frascella, former Materiality Director at Jaguar Land Rover, caught up with our editor James McLachlan to expand on why digital tools can be – perhaps surprisingly – an effective tool in CMF, at the IAA MOBILITY Design Conference in Munich.

“We talked a little bit about using it as a communication tool which I think a lot of people can understand… but also I think there’s an exploration of developing materials digitally first… by showing the possibilities digitally, it’s really fast, you can get people to understand what the potential innovation could be – and it’s very cost effective”.

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