iTranquil — Beyond Driving

• Prize
  Winner in Brand Experience / Digital Solutions, User Experience Design / UI & UX Design
• Company
  iTranquil
• Lead
  Clover Li
• Team
  Jin Yutao, Bao Qiancheng
• Client
  Jacobs Institute for Design Innovation and the BMW Group
• Credits
  BMW Group USA
• Video
  Link to video

iTranquil, a collaborative initiative by the Jacobs Institute for Design Innovation and BMW Group, reimagines the car as more than transport. It offers a high-end in-car retreat for users. Protected from crowded public spaces, it unlocks the BMW cabin’s hidden potential, turning stressful moments into restoration. The design ecosystem works through three layers: a mobile app Calm Mode, in-car monitor control, and a glass-embedded privacy shield. At its core, iTranquil expands BMW’s vision from driving performance to living performance.