Immersive luxury VIP experience compliments new model
Global creative business Imagination has created a bespoke, VIP visitor experience utilising 3D augmented projection mapping to compliment the all-new Range Rover.
Imagination was tasked with crafting a transformational brand experience befitting of the most luxurious and capable Range Rover yet. To meet the brief, the agency re-imagined the purchase journey, utilising projection mapping and augmented reality to ‘build’ the car in front of the consumer’s eyes.
The VIP experience begins with the guest being greeted by a chauffeur-driven Range Rover and driven in refined comfort to Solihull, the home of Land Rover for over 60 years. Upon arriving, the customer is taken on a personalised journey through the brand centre, interacting with touch screens that tell the story of the brand and new vehicle, before a tour of the factory to gain insight into Land Rover and the technology behind the top-of-the-range vehicles.
After the tour, guests arrive in a pitch black oval space where seven projectors map 3D augmented moving content onto a rotating vehicle positioned three metres away; a world first. The iconic Range Rover is then constructed in front of the consumer in a spectacular, theatrical visual show.
Each detail of the journey is designed to meet the consumers’ expectations of buying into a luxury brand, and to end the day, consumers are invited to put the all-new Range Rover through its paces at the on-site Land Rover Experience Centre.