Wildbytes Immerses Viewers with a Hyper-real VR Theatre for Seat’s New Car Model

Experiential agency Wildbytes in partnership with OgilvyOne presented an unprecedented innovation-driven experience for Seat’s booth at 2016 Paris Motor Show.

Wildbytes produced a large-scale collective VR theatre where 50 visitors at a time could enjoy a hyper-real 4D experience. To achieve full immersion four areas were blended: a 360 film, motorised chairs, binaural sound, and the perfect synchronisation of all the pieces.

The Ateca X-Perience, Seat’s new car model and core of the booth, is inspired by Barcelona’s unique culture. For this reason, the key behind the creation of the 4D experience was to immerse visitors in the heart of Barcelona. Guests went through a wild ride that involved flying over its Mediterranean sea, chasing a car in downtown’s narrow old streets, skateboarding along locals in the museum quarter, passing through the backstage of a well-known restaurant or enjoying a sunset party in an iconic Gaudi rooftop.

To achieve such an incredible journey the 360 camera rigs went on drones, cranes, skateboards, ziplines, cars, boats and means of transport of all kinds. Binaural sound was captured along the journey to bring people right in the middle of the action. And to keep shaking things up, amplify sensations, expand the sense of placement and play with gravity and speed, the audiovisual content was synchronised with custom programmed motorised chairs.

On a more techy note, to set up this experience as a collective large-scale VR theatre, Wildbytes developed the Wildbytes VR Player. A custom technology to allow synchronisation of any number of VR players on mobile devices.