Saab 99

As infotainment design evolves into immersive 3D environments, we saw an opportunity to bridge the gap between technology, tactility, heritage and innovation. The brief was simple: make the 'old' relevant again - not by restoring it, but by reinterpreting it.

The challenge went beyond aesthetics — it was about reclaiming simplicity in a world overloaded with complexity. Modern vehicle interfaces have become cluttered and detached, replacing instinctive tactile controls with endless menus and, in doing so, eroding the intuitive connection between driver and experience.

We reimagined the car not just as a product, but as an experience — where utility becomes joy. I developed the creative concept and art direction that unified every design layer, from the UI to lighting and charging, creating a seamless system where materiality, motion and meaning worked as one.

Beyond aesthetics, the project drove a change in internal ways of working. By building a functional prototype in just eight weeks, we inspired the other AFRY studios to adopt real-time 3D workflows and proving that circular design principles can shape digital systems.