Geely is presenting a new concept car at this year’s Beijing Motor Show, which was developed at its design studio in Shanghai under the lead of Guy Burgoyne, vice president of Geely Design China. The company calls it the Concept Icon, and the design language you see here adheres to two main themes, namely “high tech” and “inspiring.”

“What is an icon?,” asks Burgoyne. “To some, an icon represents their generation and embodies the spirit of an era. Today, in the 21st century, the term icon has taken on a new meaning. It is where an application starts on a digital journey. We took all these meanings together and applied them into our mobility solutions,” he explained.

While it may take the shape of crossover, the concept’s upright contour gives it a blocky, almost 8-bit-inspired design. To match up with the minimalist nature of electronic gadgets these days, the exterior surfaces and graphics have been kept at a minimum.

Highlights include the use of infinity loops on the front and rear lights, and they can also be seen in other areas including the glass roof. The brand’s signature cosmos grille has also gone through a thorough minimalist makeover for a flatter look that still remains recognisable, although there is a screen accompanying it for displaying messages and images.

Opening the double clam shell doors, we have access to an interior that is simple in appearance but hides a number of technologies. The central binnacle blends in neatly with its woven surroundings, while a large central infotainment screen allows users to alter vehicle settings. Rear passengers meanwhile, can fiddle with individual rear screens for their own infotainment needs.

“A simplified interior also provided us with greater amounts of storage space, which proves to be useful as users today carry multiple devices on a daily basis. The Energy Hub floating console that was introduced in the Geely Bo Rui GE can be seen here, allowing users to wirelessly charge their devices on the go and exchange information via the in-car screens”, explained Burgoyne.