VW

Gen.Travel — Interior Experience for the Future

COMPANY

VW

ROLE

Digital Design

team

+20

YEAR

2020

market

Mobility,B2C

Volkswagen is one of the world’s most influential automotive groups, continuously innovating toward a digital and sustainable future. As part of its NEW AUTO strategy, VW is redefining mobility with forward-looking electric and autonomous solutions designed for generations to come.

Objective

We wanted to rethink long-distance travel in a fully autonomous world. The goal was to design an interior experience that blends function, flexibility, and future-facing digital interaction, while aligning with Volkswagen's brand commitment to sustainability and digital mobility.

This work defined how passengers interact with space and technology in a Level 5 autonomous vehicle, laying the foundation for a scalable design approach across future concepts.


Key features

1-Sustainable Digital HMI & Materials

All HMI elements crafted from recycled and natural materials

  • Minimal, embedded interface design to reduce cognitive load

  • Integration of augmented reality entertainment solutions for families

2-Configurable Cabin Layouts

Designed around Mobility-as-a-Service (MaaS) principles

  • Easily reconfigurable interior for Business, Family, or Overnight use

  • Horizontal sleeping position with revolutionary restraint systems for comfort and safety

3-Spatial and Sensory Design

Interior comfort and interaction are shaped around a calm, responsive environment:

  • Slim, floating dashboard layout

  • Minimal physical buttons to reduce visual noise

  • Integrated ambient lighting supporting both aesthetics and wellbeing

This project was a unique opportunity to contribute to the foundational design of a new electric vehicle brand. Working collaboratively with the advanced interior team, we helped shape how digital interfaces and physical components communicate cohesively within a premium electric SUV. Our design approach was guided by simplicity, harmony, and meaningful innovation—creating not just a car interior, but a signature experience for Polestar users.

Work

As part of the advanced team, I contributed to:

  • Shaping the interior architecture and experience flows for different use modes

  • Defining interaction principles across physical and digital touchpoints

  • Aligning spatial design with Volkswagen’s future-focused brand aesthetics and sustainability goals

This project was a hands-on exploration of what autonomous travel as a service can feel like. The work was not only about comfort and innovation—it redefined how brands like Volkswagen can lead in the mobility sector by combining AI, modularity, and user-centered design.