We work as true partners, blending skills and perspectives to create something greater together.
THEMATIC
Precision in the palm of your hand – a mobile, high-spec configuration experience that brings the McLaren showroom to the customer.
WHAT WE DID User Research, Concept Development, Product Experience Design, Component Specification, Design Engineering (in collaboration), Production Support
MCC (McLaren Configuration Case) Tactile performance – a mobile configuration system designed to engage prospective McLaren customers at the very start of their journey.
CONTEXT
Before the global rollout of McLaren Automotive’s retail network, there was a need to bring the McLaren configuration experience directly to the customer – wherever they were – The brief: design a premium, portable presentation tool that would allow customers to explore finishes, materials, and options long before entering a dealership.
This was more than a sample kit – it was a brand-first interaction. The solution needed to embody McLaren’s design ethos, support personalised consultation, and demonstrate attention to detail on par with the vehicles themselves.
CHALLENGE
The challenge was to design a system that captured the high-performance feel of McLaren’s configuration experience – without relying on a dealership setting. It needed to be compact, lightweight (under 10kg), and flexible enough to showcase all current and future material options, while remaining unmistakably McLaren in form, tactility, and precision.
The tactile nature of the experience was essential. Each component needed to feel like a miniature of the real thing – accurate, premium, and easy to handle while maintaining a clean, modular internal system for effortless setup and reconfiguration.
SOLUTION
We began with deep research into the McLaren configuration process, mapping the user journey and understanding how customers interact with finishes, colour palettes, and trim options. The design concept was built around tactility – a hands-on experience that invited exploration while supporting personalised decision-making.
Working alongside Hyphen Product Design and McLaren’s in-house technical team, we developed the internal component structure, layout logic, and product form –ensuring each element was both practical and evocative of the McLaren brand. Every insert, material swatch, and interface point was designed for accuracy and elegance.
The final result was a highly portable, beautifully engineered case that allowed customers to explore, combine, and curate their own McLaren – on their own terms. It became a key asset for one-to-one sales consultations, VIP engagements, and early market entry – elevating the brand experience even before the first showroom opened.
