Design lead and direction for Experience Scania XR

"Over the last couple of months, we have been figuring out how you take our established and premium Scania brand into design’s most unfamiliar and uncharted realm – XR. Asking questions like this has been a fundamental part of that process. Of course, we didn’t find all the answers. But we did discover our way to preserve the meticulous craftsmanship and intricate systems of Scania, without obstructing irresistibly innovative ideas. And how best to define it; in our Apple Vision Pro app and accompanying guidelines in Tegel. Making Scania Group's company design system the first we know of (outside of the likes of Apple, Meta and Google) to extend to XR. Because when the how is already meticulously defined, the what and why can be the focus. And the very best of that hasn’t even been imagined. Yet.

— Marcus Åström, Head of Digital Experience at Scania Group


Get the app:
https://apps.apple.com/us/app/experience-scania-xr/id6745253716?platform=vision
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Explore the guidelines:
https://tegel.scania.com/resources/xr-guidelines

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