The Italdesign New Concept Lab is a patented XR platform that fuses millimeter‑accurate physical adjustability with immersive virtual reality, empowering design and engineering teams to shape, evaluate and refine vehicle interiors faster and more confidently than ever.
New Concept Lab
Step into the next generation of automotive innovation.
What is New Concept Lab
New Concept Lab is Italdesign’s patented XR platform for early-stage product development.
Built on more than 8 years of experience in immersive validation environments, it combines virtual reality with physical components to evaluate interiors, ergonomics, layouts and user experience before physical prototypes are built.
The platform enables multidisciplinary teams — from design and engineering to UX and human factors — to collaborate in real time, validating critical decisions earlier in the development process.
Modular and scalable, New Concept Lab can be delivered as a service or deployed directly at the client’s site as a dedicated development tool.
Why New Concept Lab matters
Early development phases have the highest impact on quality, cost and user experience.
New Concept Lab allows teams to validate critical decisions upfront, improving outcomes while reducing time, costs and environmental impact.
- Key benefits
- Better early decision-making
- Reduced development time and costs
- Lower material use and CO₂ footprint
- Improved UX, ergonomics and overall quality
Whether you’re designing a city car, a long‑range EV, or a next‑generation autonomous layout, the Lab adapts seamlessly. Switching between left‑hand, right‑hand or center‑hand drive, or testing alternative seating architectures, happens in seconds.
Core Technologies
- Adaptive self‑aligning seating buck
- Full‑body and hand tracking
- High-fidelity XR visualization
- Physical + virtual hybrid components
- Real-time streaming and collaborative sessions
Innovations & advantages
Quick delivery and implementation
Worldwide support
Digital tool from concept to series applications
Innovation
Virtual seating bucks for ergonomics check
Physical add-on parts and dimensional validation
Different seating positions and layouts
Millimeter-accurate tracking of items, hands, and full body positions
Real-time broadcasting and co-working
Continuous tool development and integration
Augmented convergence process
Just-in-time design comparison
Applications
The Concept Lab supports a broad spectrum of automotive development activities, empowering teams to test, refine, and validate ideas with unmatched agility.
Unlike traditional seating bucks, the Concept Lab blends millimeter‑accurate physical adjustability with immersive mixed reality, allowing teams to validate both tangible and intangible elements—geometry, UX, visibility, interaction logic, and CMF—within a single environment.
- Ergonomic studies and occupant packaging
- Full‑interior design reviews
- Competitive benchmarking in XR
- UX and HMI evaluation under realistic conditions
Ready to elevate your development process?
Book a live demo in our XR Lab
Request a customized on-site deployment Plan
Talk to a Concept Lab specialist
Why Italdesign
For over 50 years, Italdesign has shaped the world of mobility through innovation, engineering excellence and visionary design. The New Concept Lab combines:
- Deep integration of design, engineering and ergonomics expertise
- Patented XR technologies developed in-house
- Full project support: from concept to on‑site deployment
- A multidisciplinary team dedicated to your success
This is the Italdesign standard:
design precision, engineering rigor, and forward‑thinking mobility vision.
Experience the New Concept Lab
Discover how integrated XR can transform early-stage product development.
