In an innovative collaboration between the Umea Institute of Design's Transportation Design and Interaction Design programs and the Cupra Design Studio, the Cupra Physarum Interior Concept was born. Cupra, evolving into a premium brand, is known for creating vibrant cars with interiors that offer rich sensory experiences. By focusing on high-tech features and unique design, Cupra appeals to a younger, dynamic audience, positioning itself as a brand for the young at heart.
Its vision goes beyond just making cars; it's about creating a sense of belonging and exclusivity among its users. This strong community feeling, like a tribe, is a key part of the Cupra experience. The Physarum Interior Concept brings digital identities into the physical world, allowing them to interact seamlessly with the digital personas of fellow travellers. In the modern era, we find ourselves living dual lives: one grounded in the physical world and another thriving in the digital world. Our identities are no longer limited to our physical presence; they're also shaped by our online activities, creating what some call "digital twins." By 2035, these digital identities are expected to become even more significant, potentially dominating our interactions. As technology advances, our online personas will likely integrate seamlessly into our daily lives, influencing everything from communication to relationships and decision-making. The goal was to transform the car interior into a gateway to the digital world, rather than just a space for travel.
Disclaimer: This is a personal project by a student and not an official concept from Cupra
The inspiration for this innovative project came from the slime mold Physarum polycephalum. Despite being a simple, brainless organism, this slime mold can learn from past experiences and adapt its behaviour. When encountering other slime molds, it seeks similarities and can even "mate" with compatible ones. This fascinating behaviour inspired the designer to model digital identities based on it. By studying how the slime mold interacts and adapts, he further gained valuable insights into creating a design that learns from experiences and interacts with others meaningfully.
↳ Read More: ArtCenter student imagined the interior of the next generation Polestar Sports Wagon
This concept is all about creating Immersive Experiences
The concept aimed to create a bathtub of immersions, where users could manifest their digital identities, known as "Physarum avatars," and interact with others. Each individual is surrounded by a personal envelope, with four enveloping surfaces enclosed in a collaborative canvas running around the entire interior. These canvases visually project users' personal identities and facilitate collaborative experiences between passengers.
The car’s interior features skeletal structures with a fabric-like texture, inspired by the sinuous quality of mushrooms. This framework extends from the central heart and incorporates orangish copper elements symbolizing the nervous system, housing technology, sensors, and projectors. Passengers can observe this textured skeleton from the sides, while soft, translucent, felt-like surfaces in front and outside the alcoves act as projection canvases resembling translucent skin. These surfaces, both soft and structurally rigid, provide comfort and facilitate information sharing.
Designed for four passengers, the interior can shift between driving and autonomous orientations. By sliding the lower seat, passengers can either face the direction of travel or each other. The dynamic interior, with dark blue matte-textured body panels, creates a deep, submerged feeling. Hidden within these panels is subtle ambient lighting and silicon cushions act as canvases for projecting individual Physarum avatars.
↳ Read More: This Maserati Interior Concept is set to redefine the GranTurismo Layout
When a new passenger enters and shares their Physarum, the two digital organisms interact, finding common ground to enhance the experience and foster a sense of togetherness and community. When passengers leave, they leave traces of their identity behind, which merge with your Physarum. Consequently, your Physarum continuously grows and evolves, gathering all your shared experiences. The Physarum concept enables the sharing, exchange, and collection of experiences and interests, allowing the community to grow together. It transforms the vehicle interior into a space where passengers can interact both physically and digitally, enhancing the bonding experience and creating lasting memories.
The Cupra Physarum Interior Concept takes the sense of belonging within the Cupra tribe into the digital realm. By transforming the vehicle interior into a space for physical and digital interaction, the concept enhances the bonding experience and creates lasting memories. This innovative design elevates the journey in a Cupra to a more meaningful level, offering a glimpse into a future where the digital and physical lives are seamlessly integrated.
About Designer
Rohit Dongre is a designer from Nagpur, India, currently studying Transportation Design at the Umea Institute of Design in Sweden. He is passionate about concept design, problem-solving, storytelling, and automotive styling. Rohit believes that design has the power to evoke a sense of wonder and fun, inspire well-being and environmental consciousness, and create memorable experiences for users.
Rohit's interests go beyond design. He enjoys travelling and exploring diverse cultures, and his love for adventure includes motorcycle touring and hand-building motorcycles and cars. Rohit is also passionate about automobile racing.
