Case Study

2016 Opel GT

Client Opel
Project Web, microsite
Role Experience design & development

01. The Brand

Opel Automobile GmbH is a German automobile manufacturer, a subsidiary of French automaker Groupe PSA since August 2017. From 1929 until 2017, Opel was owned by American automaker General Motors. It is one of the oldest carmakers in Europe, with the company originally being founded in 1862.

The first production of performance sports cars from Opel in the late 1960s was largely successful and created a solid following. Then a hiatus of 34 years ensued.

02. The Challenge

In 2016, Opel introduced the GT Concept at the 2016 Geneva Motor Show as a lightweight, turbocharged, rear-wheel drive two-seater. The concept featured historic design cues associated with Opel's past products; the twin tailpipes with the GT wordmark in the middle are reminiscent of those on the original 1965 GT prototype.

The 2016 concept generated a tremendous amount of hype and expectations. Designing a website as a vehicle to both promote the concept and keep it veiled in mystery was definitely a unique challenge.


03. The Design

The microsite design features a minimalistic, long-scroll approach, infused with large blocks of visual content, and a sparce amount of copy. It's one of my favorite aesthetics and it is still on point with current trends, even if it's close to 5 years old. Below is a slideshow showcasing some of the key elements.