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All work

LAB7 / Work / 03

ATELIER / 01

Automotive Digital Experience Concept

Category
Automotive
Services
Web Design & Development
Year
2026

Project type: Self-initiated concept project

Visualisation of the A/01 VANTOR concept car at sunset: a low graphite coupé in front three-quarter view on a wet coastal terrace, its LED headlights lit, beneath a concrete pavilion above the sea.

01Overview

A digital experience for an imagined performance marque and its first car, shaped around the driver.

ATELIER / 01 is a self-initiated concept project by LAB7: an imagined maker of luxury performance cars and the website for its first model, the A/01 VANTOR. The site introduces the car, the thinking behind its engineering and the personal way each one would be specified, presenting the brand, the car and its figures openly as a concept.

Scope
  • Art Direction
  • Brand Identity
  • Web Design
  • Front-end Development

02Challenge

How do you convey the character of a performance car that exists only as an idea? The challenge was to give a fictional marque and its first car a convincing presence online: to make the machine feel tangible through imagery, language and detail, while keeping it clear that the brand, the car and its figures are invented.

03Approach

The visual direction places the car in evening light: deep obsidian and graphite surfaces, a single signal-red accent, and wide, assured headlines balanced by quieter serif statements. Cinematic imagery is given the full width of the screen, while the layout around it stays disciplined, with numbered sections and concise data. Interactions are kept restrained, so attention stays on the machine.

Visualisation of the A/01 VANTOR cabin from the driver's seat at sunset: a microfibre-trimmed steering wheel with a red 12 o'clock marker, the instruments behind it and the coast road ahead.
The Machine page of the ATELIER / 01 website on desktop: the headline “A/01 VANTOR” and the line “Shaped around the driver.” above a panorama of the car at dusk.
The ATELIER / 01 homepage on a phone: the headline “ENGINEERED TO BE FELT.” and an “Explore the machine” button above the car at sunset.
The Machine section of the homepage on a phone: the car in side view above the heading “A/01 VANTOR”, a short introduction and its concept facts.

04What we built

We designed and developed a five-page website for the marque. The homepage leads from the first view of the car through its philosophy, engineering and personalisation. Dedicated pages then present the A/01 VANTOR's design and cabin, its engineering in four chapters and the bespoke choice of materials, colours and finishes, followed by a contact page. Every figure is labelled as a fictional concept specification, and on phones the opening image is recomposed for the portrait screen.

Visualisation of the A/01 VANTOR from the rear three-quarter at sunset, its full-width red light bar lit, on a terrace beside a concrete wall.

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