Joey Ruiter | Consumer Concept Car

American product designer Joey Ruiter has created the Consumer: an unconventional, a futuristic car that aims to challenge our idea of the vehicle.

Its engine and four wheels are just about the only thing it shares in common with the standard designs of the automotive industry. Ruiter explains that his approach was to dismiss as many conventions of regular car design as possible. The car’s title is a comment on the concept of consumerism, while simultaneously aiming to “Consume everything: light, darkness, air, and space”, Ruiter says. On the front of the vehicle is a two-way mirror that can reflect the environment around it. The mirror also masks a set of industrial-grade LED light panels, and hides the wheels so that the box-shaped vehicle appears to float as it moves.

Design mockup models are lit by a dramatic beam of light across a marble surface in ad for Joey Ruiter's Consumer concept car, captured with an ARRI Alexa Mini digital cinema camera by director of photography Craig Harmer.
Sparks fly from a high-speed saw as it cuts through raw steel tubing in ad for Joey Ruiter's Consumer concept car, captured with an ARRI Alexa Mini digital cinema camera by director of photography Craig Harmer.
Wide shot of an elderly man working a sewing machine in a dramatically lit upholstery studio in ad for Joey Ruiter's Consumer concept car, captured with an ARRI Alexa Mini digital cinema camera by director of photography Craig Harmer.
Designer Joey Ruiter pilots his real-life design through the concrete corridors of a parking structure in ad for the Consumer concept car, captured with an ARRI Alexa Mini digital cinema camera by director of photography Craig Harmer.
Designer Joey Ruiter reviews plans with collaborators in a dramatic living room filled with minimalist design decor in ad for the Consumer concept car, captured with an ARRI Alexa Mini digital cinema camera by director of photography Craig Harmer.
Closeup of a sewing machine as a hand guides fabric to precisely stitch a mockup pattern in ad for Joey Ruiter's Consumer concept car, captured with an ARRI Alexa Mini digital cinema camera by director of photography Craig Harmer.
Designer Joey Ruiter adjusts the lights on his fully-built vehicle as it sits among a long row of concrete corridors in ad for the Consumer concept car, captured with an ARRI Alexa Mini digital cinema camera by director of photography Craig Harmer.