2025
Arcfox
automotive
Arcfox 77°
THE PROJECT
CONTEXT
Arcfox set out to define a new generation of electric vehicles where design, technology, and sustainability converge. The 77 concept explores how mobility can become adaptive, efficient, and emotionally engaging within a connected ecosystem.
ROLE
Granstudio led the design vision and development, using phygital workflows to integrate exterior, interior, and UX into a unified and forward-looking mobility experience.
THE SHIFT
Phygital, Hyperficient, Adaptive, and Embracing
Arcfox 77 introduces a new vehicle logic shaped by four principles: Phygital, Hyperficient, Adaptive, and Embracing. The car becomes an intelligent system that evolves with users, responds to context, and creates a continuous relationship between human and machine.
APPROACH
SENSE
We defined a vision grounded in human behavior and future ecosystems, translating the four Arcfox principles into design drivers that balance efficiency, adaptability, and emotional connection.
SHAPE
Design development explored fluid forms, adaptive interiors, and immersive interfaces. Lighting, materials, and surfaces were inspired by natural phenomena such as the aurora, creating a dynamic and expressive identity.
MAKE
Phygital tools enabled real-time iteration and validation, aligning design, UX, and engineering into a cohesive system where performance, interaction, and perception evolve together.
OUTCOME
Arcfox 77 emerges as a visionary showcar where hyper-efficiency, adaptability, and emotional design converge. From responsive interiors to intelligent interaction, it defines a new language of connected electric mobility.
WHAT CHANGED
an adaptive vehicle ecosystem
The project reframes the vehicle as an adaptive ecosystem. Design moves beyond static form toward responsive systems where intelligence, efficiency, and user experience are developed as one.
