The Cadillac Lyriq will be the brand's first all-electric SUV, and as such, the luxury automaker wants to make a big impression. It's going to be packed with technological advances for the brand and the industry as a whole and will feature its innovative Super Cruise system too, which will offer some additional features compared to what's currently available. Among these features will be an automatic lane-change system, but even with loads of advanced tech, the Lyriq is set to be quite well-priced. So what can you expect? Among other things, the Lyriq will feature a massive 33-inch LED display, but Cadillac couldn't bring this screen to life all alone.

With help from Territory Studio and Rightpoint, Cadillac has turned the Lyriq's display into a beautifully finished piece of art that is both intuitive to use and attractive to watch, with stunning graphics and animations. What's more, the screen will be customizable and will allow only as much information as you need. But why look outside of GM? Well, the group's senior manager of User Interface Design, Bill Thompson says that Cadillac recognized the need for a "fresh perspective and new ways of thinking" to turn the user interface into an attractive reality. Thus, Territory Studio's experience in narrative design for film, games, and brands was called upon.

Rightpoint's job was less about how to make the interface look good and more about questioning why certain things work in certain ways. The company's executive creative director, Gabriel Bridger, says that they "had an opportunity to reimagine the user experience of the Cadillac brand and redefine what luxury is in a digitally enabled world." The idea is that this new user interface will allow for maximum detail and info for those who want to know everything their car is doing at all times and a streamlined look and feel for those who only need to know the vitals. Based on what we can see, this partnership was a brilliant call. Game on, Mercedes.