TRANSPORTATION DESIGN, ENVIRONMENT DESIGN, strategy
Redefining a legacy
A leader in custom, one-of-a-kind yachts since 1928, Huckins has always been about individual expression, crafted luxury, insight-driven engineering and performance. As the 87 year old brand moves into a new era, its challenge is to be maintained in a market segment that sees very little iconic, brand-defining design.
Embracing evolving consumer expectations while continuing to leverage the heritage and vision the company was founded on, MNML looked to adopt outside industries and cutting-edge innovations that have not yet found their way into premium yacht design.
Disruption on water
entertainment + performance
The approach was to design a vessel that is more about entertaining and engagement vs. the traditional paradigm of space division. This made the open-space, indoor/outdoor living plan a preferred style rather than a trend when it comes to luxury consumers. The use of new materials and hardware coupled with a fresh mindset on layout resonated strongly with us.
The collaboration of timeless elegance and craft infused with new technologies and experiences created an exciting vision for the future of the Huckins brand.