SHENZHEN SIMAGIC TECHNOLOGY CO.,LIMITED
Interview with Jingxiang Zhu

Red Dot: How does SIMAGIC succeed in transferring the fascination of motorsport emotionally and physically into the digital world?

Motorsport is a passion-driven sport – and sim racing is no different. Ergonomics is the key aspect of cockpit design in real racing, and SIMAGIC consistently brings the same attention to detail into the world of sim racing. From the ergonomics of the wheel grips to the tactile feedback and travel of the paddle shifters, the size and positioning of the display and the wide range of pedal adjustment options – all details follow a pragmatic design philosophy. Sim racing goes far beyond the mere imitation of reality. It uses force feedback and tactile stimuli to address a primal human desire for speed and control.

What role does materiality play at SIMAGIC in terms of appearance, value impression and emotionality?

When a user touches the carbon fibre CNC-machined paddle shifters, the material shows more than a physical property – it becomes an expression of identity. At the same time, the software-controlled RGB lighting opens up a wide range of options for visual customisation and conveys a strong sense of individuality and ownership. On a tactile level, the hand-stitched steering wheel grip forms a fine connection with the driver’s palm lines or racing gloves – a direct relationship of trust between man and machine. The emotional aspect is also deliberately designed. Each click on a rotary knob replicates the mechanical feedback familiar from fine-tuning a real racing car. Materials act as silent storytellers here – they blur the boundaries between the digital and physical worlds and create an authentic emotional bridge.