Building digital realities in design since 1992
We grabbed our founder, Christian Braun, and interviewed him about his past and the future of MAGING.
Christian, you've been involved in digital design for almost 30 years now. Before I ask you why you founded MAGING, I'd like to know more about your career and get to know your story a bit better.
Of course. After studying product design in Pforzheim, Germany, I worked for Ronal as Head of Design in 1992. At that early stage, it was already clear to me that digital design was the future. I evaluated and integrated the first 3D tools, CDRS from Evans & Sutherland. As designers, we were suddenly able to design surfaces and mill models ourselves.
Unbelievable. 1992, this was very early, wasn't it?
Yes, this was really on the technological front, where everything actually began. However, this contact did not come without background and was actually based on a need within the industry. The contact with all automotive OEM's made this decision imperative. But also communication with the technical departments required this, because, for example, strength testing or FEM, which is enormously important for rims, now became much more efficient. The use of digital in my field was therefore driven by a need and solved fundamental problems in a novel and innovative way.
Very exciting. I learned that you then moved to an American software company. How did this time shape you?
That's right, I then joined PTC (Parametric Technology Corporation) as I wanted to be closer to the world of software in order to help shape the future. This step was very important for me. It was here where I learned early on what it means to develop, test, specify and successfully establish reliable software on the market. Even back then, I was fascinated by the enormous speed of development.
Then there was Porsche. A traditional German automotive brand. Disruptive?
Yes, Porsche convinced me at that time as it had always been a dream for me to work for this tradition-rich company, and since my time at PTC had provided me with sufficient teaching material. Switching from software development to the automotive industry feels like braking hard in a 911, which, as you know, brakes with about 2000 hp.
The then courageous step to change from design to software was one of the most decisive steps so far.
The differences between software companies and car manufacturers back then were staggering. Hard to imagine today, as the two sides are increasingly merging.
How exactly can I understand this comment? Can you provide me with a just a little bit more context?
The development cycles at an automotive manufacturer are logically much longer than in the software industry. A software release can take place every quarter. The development of a vehicle, on the other hand, can take four years. This is a huge difference, which is noticeable in all forms. And then there is the very different mindset. Well, everything is different, but ultimately, it came down to personal commitment and the circumstances were only one of the hurdles to overcome. I can well remember working late into the night and even through the night at the beginning of my career at Porsche. Back then, we had to render each layer of the models individually and then assemble them in Photoshop. One particular night has stuck in my memory, when we had to pull an all-nighter at the Weissach development center, which is steeped in history. There was an important board presentation at 10:00 in the morning and we just didn't finish. Shortly before the former board arrived, the prints were hanging on the wall, hot off the press. It’s a nice memory that sometimes makes me nostalgic. However, these workflows were superseded by real-time technology and everything changed again.
Realtime is a common technology today. How long have you been using it?
In May 1999, I developed the first VR presentation for the Porsche board, together with the company RTT from Munich, which was about 3 men strong at that time. The topic of the presentation was showing derivatives of the Porsche 996: Turbo, Cabrio, and a few others. The audience was fascinated. The technician came with an Onyx from SGI; a computer he brought on a pallet on a lift truck, about the size of two refrigerators. Unimaginable today. I had to find the office to prepare it in in secret, since my managers were not very pleased with this disruptive technology. Against all odds, so to speak. I still have the final e-mail today, which states that Porsche did not decide in favor of this technology back then. Shortly thereafter, I bought the real-time software RTT for Porsche, which was called DeltaGen 1.0.
So, all in all, not a no-brainer?
No. Always fast. Always high risk. Shortly afterwards, we started development of the Carrera GT. Little budget. Little time. Collaboration with our LA studio. What remains? Use of real-time technology. Here we made everything possible around the car and showed the potential. Light development was one of the big areas in which Porsche could really save a lot of money with this software. Carrera GT was my first really successful real-time project. Thereafter, the technology was accepted and I was able to expand. Also, the relationship with RTT developed.
Carrera GT was one of my most special projects. The first time Real-Time project and at the same time the best car ever built; to this date.
Christian preparing for a board presentation at Porsche, ca. 2006
Very exciting, Hans. Suppliers in particular are always an important link in automotive development.
Yes. I have always seen suppliers as partners. With my experience in software development, it became a very close collaboration over the years. Both sides drove the development strongly. My one-man team then became 5-10 men. Always collaborating, because together we achieve more. I already knew that at that time.
How big was your division when you left Porsche in 2019 to join Volvo and Polestar?
We were subsequently between 15 and 20 people, well-networked throughout the company. We ended up producing images for design, marketing and even the press. Digital films, VR sessions, the whole spectrum. Our reputation within the company was so strong that colleagues from all divisions came to us for intel. We always had the latest, most correct and best 3D file in the company. This was very special.
Then the decision to move abroad. How did it come about?
It was time to experience something new after 20 marvelous years at Porsche. I was curious and wanted to see how other companies do digital design development and also wanted to grow as a personality and individual. What could be more natural than to look at an established company like Volvo and a startup like Polestar?
A major decision after having been in business with one company for such a long time. How big was the difference between the companies?
Very big and not big at the same time. I had a different position there as Vice President, Visual Art Design and a team that was more than twice the size. But the tasks were similarly exciting and comparably intense. In general, my time in Sweden was very interesting, instructive and very positive. Without this step, we probably wouldn't be talking about it today.
Opportunities should be seized, risks should be assessed objectively and things should be done. That's the only way to get ahead.
MAGING is a composition of Image, Imaging and Magic. Therefore, the perfect brand for us.
All right, so Volvo and Polestar were the initiators of the decision to start your own company?
This question cannot be answered exactly, I guess. After 30 years of involvement with virtual design, it is now time to make my experience available to a wider circle. I have now built up a consulting pipeline to help companies orient themselves in the digital world. For this purpose, I provide my clients with an extensive network of top companies. So, all in all, I rebuild digital processes into the best possible shape.
Work with us
We are always looking for new opportunities and are happy to work on an international level. Please contact us and one of our project managers will get in touch with you to start the proposal process.
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