Land Rover Melrakki


The automotive industry is blooming with new interpretations of what future cars will be in the future. Progressive technologies, environmental awareness and people’s behavioral change offer new opportunities for creating more sustainable vehicles. While these are primarily being developed to solve problems in urban environments, similar developments should be aimed to preserve our natural surroundings.

During this project I traveled to Iceland to explore the country and learn how we can improve the experience of travel. I used my research, observations and the Land Rover heritage to look for opportunities in an autonomous off-road scenario. Furthermore I wanted to explore of how renewable energy sources can be used to benefit vehicle development and usage.

Project outcome is Land Rover Melrakki, a vehicle developed to explore Iceland while sustaining main traveler needs in a downscaled solution.

Inspiration and Method

I believe as designers we need to be open minded and to learn by doing. While it is important to study research done by others it is as important to try to do things yourself. That is why I started my research by traveling to Iceland. The purpose of the trip was to learn about what tourism has to offer today and how it could be improved in the future. I also wanted to experience myself of what makes this land so popular and unique for tourism. While many of learnings in my project were indeed based on articles I still believe this trip helped me to relate better to the user and to design things around needs for this adventure.


Scenario is driven by target user who sees value in experiences over possessions. I truly believe that rather than a trend this tendency will continue allowing designers to develop better tools for it. Outcome of this project offers an adventure with improved safety, comfort and a more dynamic experience. I believe that this project tells a positive future scenario for Iceland and will create a conversation of how can we get there.