CASE:

LIGHTS FOR AN

EUROPEAN ICON

Scania forward lighting

When leading European truck-maker Scania  got ready to make their next generation vehicle, it sent ripples through the design community. When it comes to trucks, the Swedish giant lead the pack in terms of performance and styling.

 

As an American, our chances were slim. To our knowledge, Scania has never awarded business to American companies. To win this multi-million dollar contract, we needed something special. We knew we were much smaller than anybody else going after the prize. But we did things very differently. We

work towards experiences and we were banking on the fact that everyone else would pitch a product, a thing.

 

retronymity

Make no mistake, this is a competitive industry, these things were going to be beautiful.

 

You see, a great product will invoke an experience so powerful that we’ll remember it for a long time. We set out to understand the minds of Scania’s customers; the people who drive them, buy them and love them. We sought to understand why Scania was

held to such high esteem and we wanted to tap into that.

 

 

What we found, inspired us to craft the light in which drivers see the world. Not the lamp, the light.

 

We bent our every effort to create beautiful light and everything it requires as opposed to just styling metal and plastics together. The light that shines out into the world, lighting the darkness in advance of the truck. The kind of truck that serves as the lifeblood of European economies as it traverses the Mediterranean coasts up through the Nordic mountains.

Scania Night Testing: Photo Courtesy Scania Marketing

retronymity - San Jose, California

When leading European truck-maker Scania got ready to make their next generation vehicle, it sent ripples through the design community. When it comes to trucks, the Swedish giant lead the pack in terms of performance and styling.

 

As an American, our chances were slim. To our knowledge, Scania has never awarded business to American companies. To win this multi-million dollar contract, we needed something special. We knew we were much smaller than anybody else going after the prize. But we did things very differently. We

work towards experiences and we were banking on the fact that everyone else would pitch a product, a thing.

 

Make no mistake, this is a competitive industry, these things were going to be beautiful.

 

You see, a great product will invoke an experience so powerful that we’ll remember it for a long time. We set out to understand the minds of Scania’s customers; the people who drive them, buy them and love them. We sought to understand why Scania was

held to such high esteem and we wanted to tap into that.

 

What we found, inspired us to craft the light in which drivers see the world. Not the lamp, the light. We bent our every effort to create beautiful light and everything it requires as opposed to just styling metal and plastics together. The light that shines out into the world, lighting the darkness in advance of the truck. The kind of truck that serves as the lifeblood of European economies as it traverses the Mediterranean coasts up through the Nordic mountains.