GHOST CAR

What if a car didn’t just reflect your taste?

Ghost Car reimagines the luxury vehicle launch as a soundless, memory-led journey.
Set in a kinetic white gallery, guests move through light-reactive spaces that track their movements, pauses, and navigation.

They’re invited to sketch their ideal car on a glowing base frame, mood lines, finishes, and even a name.
But the twist? The final design isn’t based on their input.

It’s based on how the space interpreted them.

At the climax, the room shifts.
The Ghost Car—once an outline—disappears.

A fully formed Genesis vehicle glides into view, shaped by each guest’s movement profile.
Ambient lighting, cabin visuals, and subtle sound cues respond to their motion signature.

Guests leave with a design journal featuring their sketch alongside the real car, a resin model of the Ghost Car, and a QR code that translates their motion into personalized design language.

This Off-Brief explored movement as identity, co-creation as direction, and the car as memory made real