This Innovative Plug&Play Concept By Donghyeok Choi Blends Mobility And Luxury Together

The Plug&Play is a groundbreaking internship project at Saic Design Advanced London that reimagines the essence of luxury mobility. From its humble beginnings as an idea conceived during an internship, Plug&Play has evolved into a multifaceted initiative that seamlessly blends luxury with the everyday. Plug&Play is more than just a design concept; it's a lifestyle that blends elegance with practicality. It's about using interchangeable interior parts that easily move between spaces like home or travel. This lets people create a sophisticated and adaptable environment. 

The best thing about Plug&Play is how it can change. Just by switching parts, people can make their space fit their needs for work, relaxation, or fun. This makes for a more personal and changing living experience that matches the way they live. Also, Plug&Play helps the environment by reusing and repurposing parts. This cuts down on waste and makes people think more about how they design and use things.

Embracing the Quiet Luxury Lifestyle

In today's world, what we think of as fancy or expensive has changed a lot. It's not just about showing off with big, flashy things anymore. Now, luxury is about having a quiet kind of style—something that looks good and won't go out of fashion. Plug&Play fits right in with this new way of thinking. It's a way for people to show they have good taste without being too obvious.

At the core of Plug&Play is the tech-forward premium brand, Rising, owned by Saic. This brand caters to affluent young adults who prefer simple yet top-quality products. With a strong focus on tech and love for subtle luxury, Rising fits perfectly with Plug&Play's main idea.

Rising's products are designed for modern living and are a mix of smart tech and stylish design. They work seamlessly in the homes of their discerning customers. By offering what affluent young adults want—simple, top-quality products—Rising has become a big name in the premium tech market. The link between Rising and Plug&Play is clear in their shared goal of providing smart solutions for modern living. Both brands value simplicity, quality, and technology that fits into everyday life. This connection makes Rising the ideal partner for Plug&Play, helping to create a lifestyle that balances elegance and practicality.

A Seamless Integration of Saic Products

Plug&Play is more than just an abstract concept; it embodies a way of life. By integrating the beautifully designed Saic products into various settings, from homes to offices to transportation, individuals can fluidly navigate across different environments. Imagine transforming a sofa into a comfortable vehicle seat or a fireplace into a dynamic mobility screen—the potential is limitless. The essence of Plug&Play lies in its adaptability and transformative power, offering users unparalleled flexibility and convenience.

The reason people are attracted to Plug&Play is because it makes them want to have it. It makes people want to use their Saic products in a way that makes them look good, but in a way that's not too obvious. When people use these products in their daily lives, it makes their surroundings look better without much effort. As people get used to Plug&Play, they'll start to use more and more Saic products. This concept is built on the idea of seamless integration and effortless elegance. It is designed to make it easy for users to incorporate Saic products into their homes, offices, and other spaces without disrupting the existing decor or layout. The goal is to create a harmonious and cohesive environment where every item complements the others, creating a sense of luxury and sophistication.

One of the key features of Plug&Play is its versatility. It is designed to work with a wide range of Saic products, from small accessories to large furniture pieces. This allows users to mix and match different items to create a unique and personalized look that reflects their style and personality. Whether you are looking for a sleek and modern aesthetic or a more traditional and classic vibe, Plug&Play has something for everyone. Another important aspect of Plug&Play is its ease of use. The system is designed to be intuitive and user-friendly, making it easy for anyone to set up and use. This means that users can quickly and easily transform their space with minimal effort, allowing them to focus on enjoying their new surroundings.


Plug&Play represents a new era of luxury. It focuses on subtlety, sophistication, and easy integration into daily routines. This innovative idea highlights compatibility, elegance, and usefulness, promising to change our view and experience of luxury. Plug&Play doesn't demand attention; instead, it subtly improves surroundings, gently enhancing the atmosphere without being showy. It's about creating a natural and unassuming sense of luxury, blending seamlessly with our lives.

About Designer

Donghyeok Choi holds a Master's degree in Mobility Design from the Royal College of Art in the UK and a Bachelor's degree in Industrial Design & Transportation Design from Hongik University in Korea. With a passion for automotive design, CGI artistry, architecture, fashion, and game design, Donghyeok is a versatile creative who continuously seeks to push boundaries and explore new horizons. Having gained valuable experience as an intern designer at Saic Design Advanced London and working on a sponsored project at Zeekr, Donghyeok Choi is now eagerly seeking opportunities to embark on a fulfilling career in the field.

Visit his profile

Donghyeok Choi