Jaguar Land Rover has worked with global creative business Imagination to complement the launch of the all-new Range Rover by creating a bespoke, VIP visitor experience that utilises 3D augmented projection mapping.
Imagination was tasked with creating a transformational brand experience benefitting the new model. To meet the brief the agency reimagined the purchasing journey using a mix of projection mapping and augmented reality to ‘build’ the car in front of the consumer’s eyes.
The VIP experience starts with the guest being greeted by a chauffeur-driven Range Rover and driven to the home of Land Rover in Solihull.
On arriving the consumer is then taken on a personalised journey through the brand centre where they will interact with touch screens that tell the story of the new vehicle before taking a tour of the factory.
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 meters away. The iconic Range Rover is then constructed before the consumer.