Southampton, UK. 14 July, 2005. – ICEM Ltd., the leading developer of surface modelling, surface quality analysis and design visualisation software, has announced that the rising, UK-based design consultancy, Design Q, has implemented the ICEM Surf software suite to streamline its product design and development processes.

Design Q, which was responsible for designing the acclaimed Upper Class Suite for Richard Branson’s Virgin Atlantic airline, as well as the body and interior of the Jensen S-V8 and C-V8 luxury sports saloon car and coupe, has put ICEM Surf at the centre of its product development process. In addition to providing real-time, high quality surface modelling and design visualisation facilities at the design stage, ICEM Surf is also being used to support Design Q’s in-house prototype production and short-run manufacturing capabilities.

“Our decision to implement ICEM Surf was for straightforward business efficiency reasons,” said Gary Doy, director and co-founder of Design Q. “The software’s surface model creation, direct modelling and real-time design visualisation facilities enable us to do away with the traditional clay model approach to design wherever possible and go straight to a digital model which we can manipulate directly, interrogate and visualise to a high quality, in real time. This saves time and reduces costs, which enables us to provide our clients with a more timely and cost-efficient service.”

“We are delighted that Design Q, with its clients coming from a variety of industries, such as automotive design and manufacturing, aircraft interiors and consumer durables, has chosen to implement ICEM Surf,” said Kate Mills, global marketing director, ICEM Ltd. “Their implementation is a good example of the way ICEM software supports the entire design-to-production process for products that rely on high quality, complex free-form surfaces for their customer appeal.”

About Design Q.
Founded in 1997 by two automotive designers who previously worked for Jaguar Cars, Design Q is a premium design consultancy with a proven capability and a design expertise that spans air, land and sea, designing aircraft interiors, luxury cars, motorcycles and super-yachts.

Based in the West Midlands in the UK and using the latest in digital design and manufacturing technologies, Design Q’s services include industrial design, styling, colour and trim, 3D digital modelling and prototype production. Its associate company, Q Trim, combines the craft skills of machinists, sculptors and trim engineers with business-oriented project management and production control expertise to provide a complete interior trim design, research and development and production service.

Design Q counts among its established customers such world-renowned names as Jaguar Cars, Aston Martin, Jensen, Virgin Atlantic, Princess Yachts/Viking Yachts and G-Plan Furniture.

About ICEM Ltd.
With its headquarters in the UK, ICEM Ltd. is the leading worldwide developer of advanced surface modelling, design and visualisation software. ICEM software is a key component of the product lifecycle management (PLM) software environments of many of the world’s leading automotive and aerospace manufacturers and their suppliers. With a worldwide network of sales and support offices and specialist distributors, ICEM’s principal market sector is the worldwide automotive industry. Here it includes most of the leading manufacturers among its customers, including the Ford Motor Company, DaimlerChrysler Group, Volkswagen Audi Group, Porsche, BMW, PSA Peugeot Citro� Renault and Nissan.
ENDS

Editorial contacts:
Kate Mills,
Tel: +44 (0)2380 763600, e-mail: Email Contact or
Neil McLeod,
Tel: +44 (0)1666 504293, e-mail: Email Contact