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 Visitor Centre represented a unique opportunity for us to delight buyers of the new Range Rover in a bespoke and purpose built environment. We can showcase every aspect of the manufacturing process, the vehicle and the Land Rover brand,” commented Mark Cameron, brand experience director global marketing at Land Rover.
“Imagination's strategic insight and planning, coupled with creativity in experiential design and digital delivery played a large part in the creation of this unique facility. It features a world first with projection mapping onto a rotating vehicle. We have exceeded even our most demanding customers' expectations.”
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.
Of the project, Simon Taylor, business director, Land Rover at Imagination, added: “The most discerning customers need something extra special if they are going to enjoy, remember, talk about and share their experience. Luxury purchases aren’t just about the product alone, it’s about a lifestyle and for Land Rover we created a brand experience that embodied the brand values in a unique, engaging fashion.”