Cadillac offers a glimpse at the Lyriq EV's 33-inch display

Not to be outdone by Mercedes’ announcement of its massive all-in-one “Hyperscreen” cabin display Thursday morning, Cadillac has provided a new glimpse at its own next-generation LED display ahead of CES 2021, and the two unlikely design firms chosen to help develop it.

The 33-inch wraparound display that GM is building will first be integrated into Cadillac’s upcoming Lyriq EV, which we first saw last August. At the time, Cadillac boasted that the display would boast the “highest pixel density available in the automotive industry today,” capable of reproducing over one billion colors — that’s 64 times more than any other display currently on the market. The UI experience will reportedly be personalizable with themes designed to match the driver’s mood and personality.

But to create such a novel piece of technology, Cadillac had to look beyond the automotive industry. The company announced on Thursday that it is working with Territory Studio and Rightpoint to “help reimagine the user interface,” according to a press release.

Territory Studio will focus more on narrative design, crafting the use and feel of the display’s UI. “Our deep expertise in 2D and 3D real-time graphics allows seamless access to all on-board technologies in safe and precise ways,” Territory Studios co-founder, Marti Romances, said in a statement, “transforming the in-car experience as connectivity becomes a central part of the experience.”

On the other side, Rightpoint will focus more on the UI’s design and functionality. “It started with a simple question: Why can’t things work better,” Rightpoint executive creative director, Gabriel Bridger, asked. “With that as our mantra, we created an experience that at once feels intuitive, as well as entirely fresh.”

The Lyriq won’t arrive in dealerships until 2023 but you’ll be able to get another look at its bonkers infotainment display January 12th at CES 2021.