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A Different Take on the Grand Tourer
The Mercedes-Benz ITHACA Concept, created by designer Hyun Woo Choi, takes a refreshingly restrained approach to automotive design. Instead of relying on aggressive vents, sharp creases, or dramatic styling cues to suggest speed, this concept focuses on comfort, clarity, and long-distance driving pleasure.
At its core, the ITHACA is built for those who enjoy the journey as much as the destination. Its overall presence communicates calmness and balance, setting the tone for a relaxed grand touring experience even before you notice the finer details.
A Seamless, Flowing Form
One of the standout qualities of the ITHACA Concept is its cohesive design language. From the front, the car features a wide, low nose with smooth surfaces that blend effortlessly into the fenders—no harsh lines, no visual clutter. Even the subtle channels on the hood are integrated so cleanly that they feel like a natural extension of the body rather than separate elements.
From the side, the silhouette remains fluid. The roofline gently curves toward the rear without abrupt changes, maintaining the classic GT proportions of a long hood and rear-positioned cabin—only interpreted in a softer, more refined way.
Viewed from above, a central spine runs the length of the car, subtly organizing the design while adding a sense of structure and continuity.
Inspired by Natural Forces
The design draws inspiration from concepts found in nature, including surface tension, magnetic flow, and gravity. These influences aren’t literal but are expressed through the car’s form.
The body panels appear stretched tightly over the wheels, similar to a thin film wrapping around a solid shape—an idea borrowed from surface tension. The side surfaces guide the viewer’s eye smoothly along the car, without relying on sharp edges. Meanwhile, the rear section feels grounded and stable, reflecting the influence of gravity in how the vehicle visually settles onto the road.
Together, these elements create a design that feels organic, controlled, and effortlessly clean.
Subtle, Supportive Lighting
Lighting in the ITHACA Concept is intentionally understated. At the front, slim perimeter lights trace the outline of the grille, adding detail without overpowering the design.
At the rear, a full-width light bar sits slightly recessed, featuring pixel-style elements that introduce a hint of technical sophistication. Even here, the lighting remains secondary—enhancing the design rather than dominating it.
Balanced Proportions and Clean Details
Like any true grand tourer, the ITHACA follows a familiar formula: a long hood, a compact rear deck, and a wide, planted stance. However, it avoids exaggeration.
The wheels are large but simply styled, with clean spokes and minimal visual complexity. They sit flush with the body, reinforcing a sense of stability without relying on oversized fender flares. The ride height is low yet practical, suggesting that this concept could function as a real-world GT—not just a showpiece.
Final Impression
The Mercedes-Benz ITHACA Concept stands out by doing less, not more. Its design relies on smooth transitions, balanced proportions, and subtle references rather than bold add-ons or visual theatrics.
The result is a grand tourer defined by purity of form—quietly confident, thoughtfully executed, and built around the idea that true luxury lies in simplicity and comfort over long distances.
About the Designer
Hyun Woo Choi’s work, including projects like the Maybach Oceanliner, reflects a disciplined and thoughtful design philosophy. His concepts highlight the creativity of independent designers exploring new directions in automotive design.