october 2025
Year
2025
company
Personal
Category
Interface Design
Duration
3 Days
"Design a next-generation luxury in-car UI that reflects Audi’s core values: precision, minimalism, performance, and intelligence, transforming the dashboard into a digital cockpit that feels engineered, not decorated."
DEFINe THE GAP / opportunity
build Concept & moodboard
create final prototypes
This project presents a strategic collaboration opportunity between Audi and Marvel Studios, grounded in their long-standing cultural association through Tony Stark and the Iron Man legacy.
Audi has consistently been portrayed as Stark’s vehicle of choice, but this cultural linkage has never been translated into its digital interface ecosystem.
This project envisions a luxury infotainment UI for Audi inspired by Iron Man, a symbol of intelligence, innovation, and power. It merges Audi’s philosophy of progress with Tony Stark’s visionary spirit, exploring how technology and emotion can coexist within a single, elegant interaction.
The aim is to reinterpret the futuristic intelligence of JARVIS within the refined design language of Audi, creating a cockpit that feels alive, intuitive, and emotionally intelligent, where technology becomes a part of the user’s personality rather than a separate interface.
Age Group: Affluent millennials and Gen Z (25–40).
Influences: Pop culture, tech, and cinematic universes like Iron Man.
Design Preference: Futuristic, high-performance, individualistic.
Psychographics: Tech-savvy, status-conscious, drawn to innovative storytelling.
Locations: Global metros – Dubai, London, LA, Shanghai.
Vehicle Hub
YOUR Music
IDLE SCREEN
secondary display
A clean, minimal heads up display was designed, inspired by the iconic four rings of the Audi logo. Upon turning on the vehicle, the Audi logo fades in for brief moment before transitioning into the HUD design.
