Devices, systems, and techniques are provided for customization a vehicle and the interior thereof. The customization can be based at least on customization themes associated with an occupant of the vehicle and/or the vehicle. In addition or in the alternative, the customization can be based at least on vehicular context of the occupants and the vehicle. A specific customization can be effected in response to a change in context of vehicle, and thus the vehicle can be dynamically customized in response to a specific vehicular context as the context is realized. The customization themes can integrate with an in-vehicle infotainment (IVI) system and/or one or more of in-cabin lighting, projection or other rendering features, or data streams. Customization can be accomplished via configuration of one or more customization components comprising sensors, rendering units, lighting fixtures, or control components.