2025
Beijing
automotive
ELMT MAX
THE PROJECT
CONTEXT
ELMT explores a new vision for off-road vehicles rooted in elemental values. The project rethinks how design, materials, and interaction can express a deeper connection between humans, machines, and the environment.
ROLE
Granstudio contributed to the design vision and interior concept, translating brand principles into a coherent UX-driven cabin and functional design language.
THE SHIFT
Off-road design evolves from rugged styling to purposeful experience.
ELMT defines a vehicle where usability, adaptability, and physical interaction shape the cabin, creating a tool-like environment built for real conditions and diverse use cases.
APPROACH
SENSE
We defined four core pillars: Phygital, Joyously Active, Earth, and Sturdy, grounding the project in human needs, outdoor lifestyles, and the cultural heritage of off-road mobility.
SHAPE
The interior was developed as a modular and tactile environment. Tubular structures, symmetrical layouts, and robust controls create clarity, while adaptive tools and detachable elements support multiple use scenarios.
MAKE
Phygital thinking enabled a cabin that blends digital interfaces with physical interaction. Large knobs, durable materials, and reconfigurable components ensure usability, reliability, and intuitive control in demanding environments.
OUTCOME
modular, durable and adaptive
ELMT defines a new off-road interior language where modularity, durability, and adaptability converge. The cabin becomes a functional toolkit, combining tactile interaction, digital flexibility, and a strong, recognizable identity.
