Away from the wheel
The car is going through its most significant evolutionary shift since the Ford Model T replaced the horse a century ago. Attitudes to ownership, sustainability, fuel, connectivity and automation are all converging to create a pivotal moment for the vehicle and its passengers.
This means the automotive industry faces a huge challenge to its current existence. But it also brings great opportunities, as free time while travelling increases and driving becomes a leisure pursuit in itself.
We ran a week-long studio project to explore the role of design in this shift, to put people at the heart of an automotive landscape fit for the future. What happens when we recognise everyone in the vehicle, and not
just the driver?