PRODRIVE brx hunter
“Design a vehicle that can go through hell in the desert and look good doing it” was the brief. This blank canvas design project had an exciting sense of the unknown into the iconic Dakar Rally. Racing in the extremes of the desert throws up significant and unusual design challenges never considered for a road car. Our designers worked closely with the Prodrive engineering team to transform the shape and stance. The lack of back end and big wheel clearances may appear unconventional, but are paramount to effectively deliver the performance needed when racing in temperatures exceeding 40°C.
“For both of us, it was important that it had a bit of style and didn’t become too utilitarian. We wanted a meaningful form - something that’s a little menacing!”
- Aleck Jones, CALLUM Creative Lead.
PRODRIVE simulator
With the brief to design a simulator that would not look out of place in an art gallery, CALLUM set about creating a statement sculptural form. Blending traditional and modern materials, the team designed a sweeping canopy formed from 16 layers of birch, encased in an elegant, lacquered black gloss finish. Suspended within this contemporary, abstract form is the sculpted carbon monocoque housing the driver’s seat, the screen, steering wheel, and pedal box. The piece is not only beautiful to look at but wraps around the driver to give an immersive, cockpit-like experience.
“This design intrigues. You know it’s a simulator, but then you have to look again. The sweeping form and ‘piano black’ gloss finish take the Racing Simulator to a whole new place – it’s a piece of furniture that can elegantly sit in a living space.”
- Ian Callum CBE, CALLUM Design Director.
We create stories that stir the imagination.