The London-based studio produced the MG Maze—an urban runabout that transforms any daily commute into a game.

Built around the tag line of “Get Out & Play”, the concept brings together mobility and gaming, driven by a consumer appetite for something fresh, bold, brave and exciting.

The gaming aspect of the car reflects a desire to discover and reach new achievements, via a points-based reward system. Our car helps users to re-discover their city and their world by seeking exciting digital street art that is interacting with structures, buildings, and landmarks.

In terms of packaging, the MG Maze is a compact urban two-seater capable of the utmost agility and functionality in busy urban environments. Its core focuses are high-technology and emotional design.

The exterior features a transparent shell, emulating high end gaming PCs with exposed componentry. Its outer surface is fluid and dynamic, exposing aspects of the chassis and interior design, that are otherwise hidden from view.

Inside, floating seats and UX/UI technology have been developed, enhancing the gaming aspect by giving a fun and enjoyable driving experience, while the steering is controlled not by a steering wheel but by the driver’s smartphone.