In Conversation with Luke Miles: Beyond the badge - the future of car interior design

Luke Miles, formerly Head of Design at Virgin Atlantic, now leads NewTerritory, a London-based brand experience studio specialising in car interior design and customer experience. With a background in designing interiors for major airlines, Miles saw an opportunity to bring these hospitality-driven principles into the automotive world. By leveraging expertise, technology and innovation, NewTerritory is redefining car interiors to create more immersive and emotionally engaging experiences.

In this edition of In Conversation with Luke Miles, he sits down with Simon Chuck, associate creative director at NewTerritory, whose experience in car interior design includes work with NIO, Ford and Mercedes. Together, they explore how car brands can establish true identity, brand essence, differentiation and customer loyalty beyond the logo.

In a world where car brands have long relied on badges to signify identity and brand loyalty, a new challenge emerges: how can a vehicle manufacturer communicate its brand essence through car interior design and brand experience beyond the badge itself? Put simply, if you removed the logo from the steering wheel, would you still know which brand you were in? As automotive design evolves, OEM differentiation must go beyond logos and styling cues, delving into a deeper, more immersive brand experience to build brand loyalty and drive sales.

Today, I am speaking with Simon Chuck, a visionary in car interior design and brand experience, about the future of car interiors and the proposition that car brands should adopt a hospitality-first mindset, akin to the world’s finest hotels, where every touchpoint, material and interaction is designed to create a distinct and memorable experience. In the first part of this conversation, we’ll explore how brands can craft truly unique interiors, the role of sensory and digital elements and what the future holds for automotive identity in an era of shared electric mobility and autonomous vehicles.

LM: How can car manufacturers communicate brand identity through car interior design, beyond the logo?

SC: The concept of the ‘badgeless automotive cabin’ integrates immersive technologies with the strategic orchestration of space - leveraging lighting, ambient conditions, material tactility, scent and sound - to distill, convey and resonate with the purpose of said brand.

This approach aims to move beyond a static interior ‘finish’ to create a dynamically adaptive, multi-sensory environment. By thinking differently about the impact of lighting and interior scents on our emotions we can seamlessly blend the vehicle’s interior atmosphere with the changing landscapes outside, making each journey feel fluid and immersive. The space adapts to both the environment and the passengers’ and driver’s emotions, turning every trip into a unique and memorable experience which is unique to the brand. This deep connection strengthens the bond between the brand, the passengers, and the places they travel, fostering lasting loyalty.

LM: How will the “hospitality-first” idea show up in car interiors? Or is it more than this, does it extend to the whole brand experience?

SC: We’re rethinking the entire automotive experience by bringing a hospitality-focused approach, inspired by two key insights.

First, our work in the airline industry has shown us that the true magic of a great journey is made up of carefully designed, meaningful moments that put people first, transforming travel into something deeply enriching.

Second, we’ve observed the automotive industry become overly focused on function and efficiency, often at the expense of how a journey feels. But today’s consumers want more than just a ride from A to B, they seek experiences that connect with their lifestyle and values. Just as people choose hotels that reflect their personality and needs, they now choose vehicles that align with who they are and how they want to move through the world – but ultimately, how the experience makes them feel and connects with them emotionally, a true hospitality experience at its heart, as it is with top end restaurants and hotels.

LM: How do you define a truly unique and differentiated brand experience inside a vehicle and at every touchpoint with the brand?

SC: Emotion – it’s at the centre of everything in our work. Joy, excitement, happiness, intrigue, even sadness and stress, these emotions are what transform a journey from a simple task into something truly meaningful. Without them, a journey is just a series of pragmatic steps, executed without soul. To create an experience that’s unique and impactful, we must understand our customers on a human level, a level that goes beyond just the styling. The experience must be as expressive and unique as the passengers themselves, reflecting the full range of human emotion that makes every journey unforgettable.

LM: What elements of car interior design - materials, lighting, layout - are most effective in creating brand recognition without a badge?

SC: The classic elements, material, lighting, layout, form and colour are all still in play, but what we want to do is combine them into a vibrant atmosphere. It’s not just about these elements existing on their own; it’s the magic that happens in the interplay between them all. By having the opportunity to layer in new and creative ways for driver and passenger interaction with the vehicle, we can add an exciting new layer of depth to the experience and physical moments that can become ownable by a brand. This is how we believe we can truly create a brand experience without needing a badge!

LM: How do you see digital interfaces contributing to a car’s unique identity?

SC: The future of mobility is limitless, where digital innovation transforms not just the car’s identity, but the entire passenger experience. Imagine a hyper-dynamic, immersive canvas that adapts in real-time to your mood, environment or location, creating a personalised journey even beyond the environments we drive through.

As we look ahead, I’m excited about how today’s mobility brands might evolve into entirely digital experiences, seamlessly blending into VR, AR, or even gaming worlds.

LM: Luxury hotels invest heavily in sensory experiences, how can car brands apply this philosophy to their interiors?

SC: Hotel brands have perfected the art of creating a signature atmosphere - where every detail, from the scent in the air to the texture of materials, the ambient sounds, the temperature, and even the tone of service, works together to shape the experience. Now, imagine applying this same philosophy to car interior design.

The future of transportation should be a seamless series of thoughtfully designed moments and interconnected experiences, each shaped by a brand’s core values. Every journey should feel like an extension of that brand’s identity - immersive, intentional and unforgettable at every turn.

LM: Is there anything else with the wider brand experience manufacturers need to consider beyond car interior design?

SC: I’m fascinated by the complex cultural relationships people have with brands, particularly in the fashion and automotive industries. Brand perception can vary dramatically across regions, and to truly turn this into an advantage, manufacturers need to go beyond generic persona-building. For example, in some parts of the world people are naming their children ‘Benz’ as a celebration of prosperity. It’s about diving deep into the cultural nuances that shape consumer mindsets, particularly in today’s rapidly changing landscape influenced by emerging trends.

This is especially crucial when considering younger generations, whose relationship with brands is heavily shaped by social media, or, in some cases, their desire to disconnect from it altogether. Understanding this dynamic is key to creating meaningful connections and staying relevant in a world that’s constantly evolving at a pace never seen before.

This wraps up part one of my conversation with Simon Chuck. Stay tuned for part two, where we discuss whether car brands rely too much on logos for loyalty and what the automotive industry can learn from aviation and hospitality to enhance interior design and customer experience.

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