Mahindra and Mahindra has been a market leader in farm and utility vehicles in India for several decades and a household name more recently since they launched into commercial vehicles. From the Willys Jeep to the Scorpio and the more recent XUV500, they have delivered outstandingly popular vehicles that have given the brand a reputation for being robust, rugged, masculine, and dependable, in the recent few years, stylish. Mahindra and Mahindra approached us to create a cutting edge design studio, where they would style their newest vehicles. The studio would be the designer’s domain, holding special status and pride of place in the company, and frequented by the company’s top management as well as by their international collaborators. The brief described the need for the studio to have an ‘overwhelming sense of design’, an ‘emotive’ quality that could ‘energize and inspire thoughts’, ‘evolve’ with time and feel ‘true to its origins.
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