DEVELOP3D - Technology for the product lifecycle

Hyphen, a London-based industrial design and development consultancy, was drafted in by global brand agency Fitch London and its client McLaren Automotive to help design and realise mobile customer configurator kits for the new McLaren MP4-12C supercar.

The unique kits include a full range of configurable options for the car – even down to the colours of the upholstery stitching and brake calipers.

Fitch developed the concept design of the case with McLaren, as part of a larger project to design the dealership experience and communication material. Hyphen was then tasked with taking Fitch’s loose concept design and turning it into reality: a robust, very high end product, and a perfect representation of the McLaren brand.

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