ABOUT

This was my first project for Lotus: the Emeya electric hyper-GT. I was brought in through Territory Studio to develop a more ambitious AR head-up display and explore how the experience could evolve beyond conventional automotive HUDs.

The concept was straightforward: project ADAS, navigation and key vehicle data into the driver’s eyeline through the windscreen. A HUD feels natural when driving and, from an ergonomic point of view, the less time drivers spend looking away from the road, the safer and more intuitive the experience becomes.

We brought in some of the ideas and visual character Territory is known for through its FUI work, while keeping everything grounded. This was real product work, not science fiction. We explored bold visual directions and motion language across the key features, aiming for clarity without losing the energy and attitude the car deserved.

As with most automotive HUD work, the hardware still lagged behind the ideas. The system available at the time could not reliably anchor AR graphics to the road and surrounding environment while the vehicle was moving. Despite these limitations, it was important to explore what might become possible as the hardware and supporting systems improved.

Much of what we developed was scaled back later in the programme, which is fairly standard in automotive HMI development. Even so, the work established a useful direction for what could become possible as display quality, tracking accuracy and system performance improve.