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Toyota, Institute for Creative Innovation

Toyota Concept-i

Toyota's Concept-i project explored ways in which a semi-autonomous vehicle can be designed to respects humans and society.

By creating a way for people to experience these human/vehicle interaction ideas firsthand, the project team hoped to demonstrate to important stakeholders that thinking of humans first results in a better vehicle experience.

Two full-size no-engine vehicle models were produced. We filled the models with technology to allow experimentation with new types of interaction including an actuated haptic feedback device in the center console, LED displays embedded just below painted body surfaces and numerous embedded projectors to display useful information in locations around the vehicle where traditional screens are not feasible.

The traditional automotive design process divides the interior and exterior of the vehicle into two silos which are worked on seperately. For this project, however, Toyota needed a different approach that treated both interior and exterior design as a single, unified effort. Seeing this design innovation firsthand was inspiring. The project also required a deep dive into the complex forces and interests at play in the still-unresolved discussion about the way in which machine intelligence will affect human mobility.

My contributions:
engineering/design management (Head of Production); software development; installation and operation

Interaction design and design/build - Tellart
Creative direction - Calty Design Research, Toyota Innovation Hub, Institute of Creative Integration
Sound and graphics - Bryan Senti, Big Block LA
Modelmaking, onsite build and installation partners - Phiaro Inc., GPJ, 02

Photography: Toyota, Tellart.

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