LUXURY CAR CONFIG
ART DIRECTION / SPATIAL DESIGN
ASTRAL CITY / CONFIDENTIAL
SUMMARY
A reimagined luxury car configurator built as a mixed reality, AI-powered concierge where spatial design, real-time 3D, and natural dialogue work together so the environment responds to you as the car takes shape around your preferences.
I was responsible for art direction and ideation together with the core creative team at Astral City, developing the concept of spatial AI conversation and how to manifest it not just as a floating avatar but as a full reactive environment. I led all visual exploration and development, shaping the aesthetic language of the space, and worked alongside a UX and a UI designer on the interface concept.
TYPE
Spatial VR Experience
Conversational AI
WHAT I DID
CONCEPT DEVELOPMENT
ART DIRECTION
VISUAL DEVELOPMENT
YEAR
2025
CHAT + CONFIG
Traditional configurators overwhelm with checkboxes and reduce a high-emotion purchase to a technical specification exercise. The alternative, a physical showroom, puts the control in the wrong hands.
The brief was to build something that understood rather than convinced: a concierge that listens before it leads, giving buyers the presence and detail of a showroom on their own terms, in their own space.
The core principle was simple: let dialogue shape dimension. Rather than listing features, the Concierge contextualised them — explaining what they mean in daily life and why they might matter to you. Freeflow conversation became structured intent, and intent became precise product recommendations.
As preferences shifted, the environment adapted. The car took form around you – configuration, atmosphere, lighting, time of day and camera angle all evolving as the conversation unfolded. To avoid making AI handle every small interaction, we paired conversational intelligence with hand-tracking micro-gestures, so users could explore and refine naturally at their own pace. True luxury doesn’t rush you.
This wasn’t about showcasing AI. It was about making the digital configuration process feel as considered and composed as the vehicle itself, a proof of concept that demonstrated conversational AI and mixed reality can deliver a genuine luxury concierge experience where the guest always feels in control.
WRAP UP
Not being able to show this kind of NDA-locked & classified work is genuinely painful. Getting the trust to explore concepts like these in the first place makes it kiiiiiind of worth it.