Shinola lends its eye for design to a Lincoln Continental concept SUV


Lincoln Motor Company and Shinola — both rooted in Detroit — have come together to create an Aviator SUV concept car that celebrates their shared heritage and their vision for luxury lifestyle.

The collaboration began after Lincoln designers visited Shinola’s Detroit flagship showroom and took inspiration from the watches, leather goods, bikes and accessories on show.

“Shinola opened up their showroom to us as a playground – allowing us to explore how their brand’s lifestyle ethos could be woven into a new theme for one of our vehicles,” recalls Kemal Curic, design director at Lincoln.


“Our designers were handed a rare gift, and they made the most of it. The fresh insights our team gained studying popular design motifs make this new Aviator concept a true celebration of craftsmanship.”

Shinola CEO Shannon Washburn says it was clear that there was a shared passion for well- designed, beautifully crafted products that could be used to create an ultra-luxury vehicle.

The Aviator SUV, revealed this week, has a soft white exterior inspired by Shinola’s mother of pearl stone watch dials, with hints of blue.

The idea for copper accents came from a coupling used with Shinola Runwell bike seats.

Shinola’s treatment to create whiskey leather is used throughout the interior including suede for the seats.

The cars instrument panel uses a woven metal mesh and leather that Lincoln spotted on Shinola watch bracelets and straps.

“It’s all about warm, human and personally crafted experiences, all true to Lincoln DNA, and knowing and feeling that quality of a leather watch strap on your wrist,” says Butler.

“That’s what we wanted to re-create here, in everything from the stitching to the copper accents to the various textures – all tying back to the idea of Quiet Flight.”

Lincoln will display the Aviator concept at the Pebble Beach Concours d’Elegance later this month.

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