In Brief

Designer Joey Ruiter takes on the traditional designs many associate with a contemporary car

Joey Ruiter is to the design world what Santa is to the hopes of children everywhere on Christmas. He’s created an electric bike, a longboard designed to make it feel like the user was floating and even a lightweight bike made for winter travel. Next on his list, Ruiter is focusing on the traditional aesthetics expected from traditional cars with Consumer.

Past the conventional similarities of having four wheels and being able to drive, Consumer takes on a whole new life to the average car. Wanting to craft something with as minimal design as possible, Ruiter wanted Consumer to resemble a black, driving box on a highway with no doors. Ruiter even installed steps on the side so drivers can climb into the vehicle to avoid this.

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