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Audi Launches Time-Travelling ‘Hyper-Reality Experience’ in Madrid



‘e-tron room: The Future Paradox’, created by DDB, will be in Madrid from October 24th to November 13th and then Barcelona from January 27th to February 16th

Audi Launches Time-Travelling ‘Hyper-Reality Experience’ in Madrid
DDB presents Audi's futuristic technology to the public through the world's most advanced hyper-reality experience. In  ‘e-tron room: the Future Paradox’ participants travel through time, passing different tests until they reach their final destination: the future. 

‘e-tron room: the Future Paradox’ will have its first stop in Madrid (Calle San Cayetano, 5), from October 24th to November 13th from 10:00 am to 7:00 pm Monday to Sunday. After finishing in Madrid, it will open its doors in Barcelona (Carrer Aragó, 425) from January 27th to February 16th. To reserve a place, participants can register at, where available sessions will be opened week by week through codes that will be found on @audispain's social media after solving different riddles. Team participation is crucial, and the sessions will take place in groups of three to four people. 

To overcome the challenges, participants will be equipped with the latest technology, such as motion sensors and the VivePro virtual reality headset.

In the words of Jaume Badia, executive creative director at DDB, “e-tron room: The Future Paradox” demonstrates Audi's strong commitment to entertainment experiences. Bearing in mind that the Audi e-tron represents the future of mobility, our creative proposal had to be equally innovative. The way to do this was through the only hyper-reality experience of its kind in the world, which is receiving the praise of many industry experts.”

The experience has an algorithm that interprets human postures in real time and builds a full-scale avatar of the player, allowing total body immersion. In addition, for the first time there will be a real actor, who plays the role of a robot, and will act as a travel advisor, accompanying the players and making it a unique experience.

The distinguishing feature of the experience devised by DDB together with the Glassworks production company is the motion capture system, which allows the players' activity and the positions of different objects in the room to be transposed into the virtual world. The system has 36 cameras and 28 sensors.
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DDB EMEA, Fri, 25 Oct 2019 14:51:07 GMT