Genesis Symbiosis

Abstract

The main finding of this thesis is that sustainability does not have to be a compromise for luxury (or vice versa). In fact: it can be a starting point for experiencing luxury mobility in new ways that are more beneficial to the environment, the user and the brand - in this case Genesis, the luxury brand of Hyundai. Based on this, a vehicle interior design proposal was developed for a sustainability-oriented future Europe (2035).

Problem

The automotive industry is under increased pressure to become more sustainable and has responded to this with electrification and new mobility services. However, there has been less focus on the interior design, especially in the luxury segment. The underlying problem is that luxury and sustainability do not easily seem compatible, resulting in sustainability efforts that are mostly limited to the trim and decoration of the product. The aim was to go one level deeper (the interaction level) by envisioning a new and more responsible interpretation of luxury mobility.

Analysis

Using the ViP-method, the three pillars of the project - the brand, luxury and sustainability - were deconstructed. This led to the conclusion that traditional luxury is 'ego-focussed'. Conversely, sustainability means looking beyond the ego, namely balancing the needs between users and the environment. This could be achieved with a circular approach to products and reinforcing human-nature connections in interactions. To innovate on this interaction level was considered most interesting, since this was lacking in Genesis' current sustainability strategy. This could be a way to bridge the gap between the brand's ambitious 'New Luxury' slogan and their current interior designs.

Vision

With an overview of the status quo, now the future context could be explored. This was done by studying sustainability-oriented, societal and technological trends that shape future ('new') luxury. With this the Eco-Luxury travel trend was identified, that united luxury benefits (digital detox for mental wellbeing) with environmental benefits (awareness for more responsible behaviour). Based on this an interaction vision was created of exposing users to their environment, inspired by yachts with open-air lounges. This led to a moodboard and scenario that became the
foundation for the design.

Design

Next, several ideas were explored for the overall vehicle architecture that impacts the interaction. A GT proportion with off-road capability was selected to fit the interaction vision. Based on this a basic technical package was developed as well as several concepts. The selected concept reinterprets the 'majestic bonnet proportion' of typical luxury cars, with a yachting-inspired lounge deck. Here the user is invited to unwind and connect with his/her surroundings.

The lounge can accessed via an interior that is designed to fully immerse in the travel environment. The space looks airy thanks to the enlarged visibility and a calm and honest design, to prevent any distraction. Autonomous driving makes you focus fully on the road ahead, thanks to the absence of a dashboard with steering wheel. Instead the vehicle can be assisted when nessary with a joystick from the comfortable seating position of a hammock.

Evaluation

The design was optimised after extensive reviewing with professionals, experts and users. This led to a final design that was created in 3D. The design is presented with 2D renderings, as well as an interactive, Augmented Reality model.