Italdesign Concept Lab
Italdesign's patented Concept Lab VR system — motorized seating buck, collaborative design reviews, and ART optical tracking for human-vehicle interaction.
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Virtual prototyping on a new level
Vehicle development is becoming increasingly complex: more content inside the vehicle, higher customer experience expectations, and growing pressure to reduce resource use across the entire production process. At the same time, development cycles have shortened and budgets have shrunk.
The Concept Lab by our partner Italdesign — patented in 2019 and continuously enhanced since — combines compact VR with high-end design software to meet these demands.
The Concept Lab system
Technically, the Concept Lab integrates a compact VR system with a fully motorized, adjustable seating buck and optional physical components for a deeply immersive experience. The interactive UX lets users engage with realistic exterior and interior environments — including interior lighting and music simulation.
Collaborative and remote sessions allow teams to optimize layouts in real time, independent of their physical location.
Highlights
- Self-adjusting seating buck
- Current and future vehicle configurations
- Minimum physical components
- Multiple motion-capture sensors for full immersion
- On-site implementation tailored to your needs
ART tracking in the Concept Lab
Equipped with high-standard tracking devices from ART, the Concept Lab is prepared for future extensions:
- Optical tracking to track and follow objects
- Motion capture target sets for full-body tracking
- Interaction devices such as fingertracking and Flystick for navigation in the immersive world
Measurable benefits
- 70% less time between design surface and presentation through immediate adaptation
- ~50% lower hardware model costs with 95% less material usage
- 98% less material waste and 99% lower electricity-related CO₂ emissions
- Development cycles shortened by up to 75%, costs reduced by around 87%
Use cases
- Design review — color & trim evaluation and comparison, real-time sketching
- Ergonomics — ingress & egress, seating positions, visibility & reflections, reachability, usability & handling
- Competitive analysis — compare solutions, scan/CAD/design data, surfaces
- Display & VR scene interaction — digital distraction studies
Further reading
All pictures courtesy of Italdesign
Related use cases
Mercedes-Benz VR Center
ART optical motion tracking at the Mercedes-Benz Virtual Reality Center in Sindelfingen — Powerwall visualization, digital validation, and type approval with precise 6DOF tracking.
Ariane 6 in the virtual world
ArianeGroup uses VR with ART motion capture for scale-1 design reviews — collision checks, assembly validation, and shorter development cycles for launch vehicles.
ART Large Scale Tracking
Boundless VR across large environments — precise real-time tracking for immersive applications in industry, research, and training.
Similar solution for your project?
Talk to us about your requirements — we advise on DTRACK, VERPOSE®, and custom tracking solutions.