There is no shortage of independent design studios – certainly not in Torino – and any new entrant must offer a point of difference. When Lowie Vermeersch opened Granstudio in 2011, the former Pininfarina design director had a clear vision in mind.
At that time, the process of designing a vehicle was already in flux. Production schedules were tightening and designers were under greater pressure than ever, catalysing a boom in digital tools. Granstudio aimed to address this, carving out a unique competency in ‘extended reality’ (XR) – an umbrella term for augmented and virtual reality – alongside more traditional