Ikigai: A reason for Being A Holistic Vision of Mercedes-Benz 2030

Abstract

This Master thesis was developed for Mercedes-Benz AG. The following report elaborates the steps taken in developing a holistic interior vision for ‘Sustainable Luxury’ of Mercedes-Benz. In seek of representation for the future societal needs, and possible future challenges and opportunities in terms of holistic mobility conceptualisation, the research took place in the rural areas of Japan. Therefore, this project is aimed at ‘Self-reliant people accepting innovation raised on the traditional values’. These people are seeking the segregated life, focused on the abundant luxury of time, bonds of smaller communities, and personal fulfilment. Cherishing the community traditions, innovation is acceptable if it preserves the experiential domain of respect towards community members and the environment. To fulfil the demand for such a context, the mission was ‘to achieve a perception of an abundance of less within the experience and perception of the product while keeping the identity of the brand intact.’ As the reconciliation between sustainability and luxury indicates the change of expression of luxury in means of a form, the qualities of the premium experience are set to keeping the utmost feeling of safety and physical ease leading to comfort. Therefore, ‘encountering a moment for yourself, within a shared experience, in comfort.’ was set as the desired interaction. The ideation led to the development of three concept ideas, which were further validated and iterated leading to the conclusive vision ‘Ikigai: A reason for being’. Ikigai presents mobility solution as part of the holistic system of sustainability and manifests as a contribution to the context. The vision ‘Ikigai’ is a Level 4 shared mobility service by Mercedes-Benz, intended for the rural communities of Japan. The on-demand service, utilising the Mercedes-Benz municipal vehicle, grants community residents overcoming the dependence on the pre-scheduled, public transportation of the area. The private zones in the interior space are providing users with a possibility for individual focus and relaxation while in a shared environment. Ikigai’s minimalistic interior is enriched by the works of local craftsman. The material finishings of unique algae-based materials and bio-luminescent lights, produced in the village, are limited to the vehicle design specific to the area. Consequently, the car simultaneously represents exclusivity of the local craftsmen and uniqueness of the tradition, sharing them in rides beyond the borders of the village. The brand remains to provide unique personal experiences within innovative products. Meticulous attention to details and high build quality bring it to the class of its own in providing a sense of safety and physical ease leading to Mercedes-Benz comfort.