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Urban Utility
Creating a concept versatile vehicle for today's urban haulers

Services

Holistic UX Design / Client Immersion

 

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 Toyota's Calty Design Research wanted to explore the idea of "urban utility" - a car capable of hauling all of your gear, but still nimble on city streets. To investigate the concept further we asked active, creative, entrepreneurial urbanites to articulate their ideal set of wheels. "Small on the outside and big on the inside" was echoed frequently, as was a maker-mindset of fully adjustable and customizable features.  Easy access, versatility, smart storage and clever security ideas were some of the inspiration points that drove our design strategy. The result? Calty designed and prototyped U-squared which made its debut as a concept car at the 2014 World Maker Faire in NYC and again at the 2016 Canadian International Auto Show in Toronto.