This is a special bonus episode, an interview with Rivian’s Chief Design Officer, Jeff Hammoud. We’ve got all the audio here, but it’s worth heading over to our Youtube channel at dbtr.co/youtube to watch the video.
We recorded this one live in Miami, in the Rivian Pavilion during Art Basel, with a R1T truck in a new eggplant-purple called Boreal parked just over Jeff’s shoulder.
Jeff runs a team of about 140 people across Irvine and Palo Alto — interior and exterior designers, color and materials, digital surfacing, perceived quality, even an in-house painter and a clay milling shop. And he has a strong opinion about what all that machinery is for: constraints are what separate designers from stylists. Anyone can make a beautiful concept car, but making the production version look like the concept is the challenge.
We talked about why Rivian keeps making colors most people won’t buy, and how limited-run “Studio Originals” work like sneaker drops. Jeff makes the case that AI is going to level the playing field in design — shifting the advantage from whoever illustrates best to whoever has the better idea. We got into which controls stay physical and why, the haptic halo wheels coming in R2, and how scent ties a car to memory.
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