If you saw Starlord’s ship in Guardians of the Galaxy and thought it looked cool, you might like the Cadillac Lyriq.
That’s because Cadillac turned to Territory Studios for help reimagine its infotainment suite for the upcoming EV. The studio designed the transparent flight controls and radar for the spaceships in Marvel’s Guardian’s of the Galaxy, as well as the user interface for Cyberpunk 2077, and the 400-screen control room in The Martian, among others.
Cadillac looked outside of the automotive world because it wanted to find new ways to artfully integrate aesthetics, purpose, and technology into the futuristic new EV. According to Bill Thomspon, GM’s senior manager of user interface, that meant getting help from designers with new perspectives.
See: New Cadillac Lyriq Is A Sexy Preview Of Brand’s First Electric SUV Coming In 2022
“In designing the user interface for Cadillac, we started with a vision but recognized that we were going to need a fresh perspective and new ways of thinking to turn it into a reality,” said Thompson. “[The team is] incredibly talented and brought a new perspective that enabled us to design a personalized and elegant user-focused experience.”
According to Territory Studio’s co-founder Marti Romances, this is an exciting time to be working in the automotive space because of how much vehicle interiors are changing. With screens entering the cabin and buttons leaving them more and more, it’s a great time to be designing.
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“As creative specialists, we thrive on future vision challenges, crafting experiences that help people access, understand and benefit from digital technology through intuitive design,” said Romances. “Our deep expertise in 2D and 3D real-time graphics allows seamless access to all on-board technologies in safe and precise ways, transforming the in-car experience as connectivity becomes a central part of the experience.”
With 33-inches of real-estate to play with on the upcoming Lyriq’s infotainment screen, we’re excited to see what comes of the new design.