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Project

experience world
Showcar
UI | UX

Borgward Isabella Showcar | IAA Frankfurt 2017

View-of-a-design-of-vehicle-interior-in-driving-direction

CMF-Materialdesign-borgwards-studiokurbos

customer

Borgward Group GmbH
task

Showcar UI | UX design & interaction
year

2017

vision

reinventing
character

With Borgward’s 'Isabella Concept', a new idea for a vehicle of the future was developed revitalizing a historical name. Instead of a traditional interaction and display concept, Borgward presented a completely new and comprehensive interior design language at IAA 2017. The dashboard running across the entire width of the vehicle was supplemented by additional displays in the doors and connected to the center console with a hologram. The staging of all interaction elements in combination with sound effects provides an innovative user experience.

Detail-view-of-a-rendering-which-shows-the-visual-pink-concept-of-a-vehicle-interior-as-seen-through-the-driver-door

Detail-view-of-futuristic-vehicle-interior-in-special-car-in-pink-pink-white

aim

create
worlds of
experience

The first impression of the appearance and the initial spatial effect when getting into the vehicle are decisive for enduring emotions and the driver's attitude towards the product.

technology

Holograms
Topology
user experience

Brand and product character are the ground to stand on for the realization of ideas. Visualizations allow immersion into the design of the entire interior and every single element. Artificial intelligence and the networking of individual functions lead to new user experiences. The interaction strategy focuses on people. Traditional menu navigation is intelligently expanded at Borgward Isabella.