Event TV: Jaguar unveils electric vehicle with VR experience

Jaguar revealed its I-PACE concept car - an electric five-seat sports car, across two VR hubs, one in Los Angeles and the other in London.

Jaguar joined forces with VR provider HTC, computer experts Dell and creative agencies ReWind and Imagination to create the world’s largest, global, connected VR experience.

Taking place yesterday (14 November), the ‘social VR’ reveal is believed to be the largest live and connected VR event of its type to date. Throughout the day more than 300 guests were transported into a specially created life-like virtual space, into which two of the car’s creators, Ian Callum and Ian Hoban were projected. 

From VR hubs in Los Angeles and London, groups of 66 guests including A-list stars Michelle Rodriguez, Miranda Kerr and James Corden, used HTC Vive Business Edition headsets, powered by Dell Precision workstations, to put themselves inside the concept car and interact live with other participants. Guests ‘sat’ on the concept’s virtual seats, had a 360-degree view of Venice Beach as the concept was built piece by piece around them.

VR director, Alexander Horton, led the creative direction. Participants experienced the car being built around them, speeding towards them and appearing to fall to Earth from another planet – clearly signalling the future-forward nature of the revolutionary Jaguar. 

The virtual reality experience also allowed participants to sit in the front and rear of the Jaguar I-PACE Concept and explore the interior, discovering hidden details and features. 

Groups in both LA and London were able to communicate and interact with one another, all whilst watching Callum and Hoban explain through high-end real-time 3D graphics both the design process and technology behind this forward-thinking concept car.

Dan O’ Brien, vice president, virtual reality at HTC said:  "Jaguar Land Rover is renowned for its innovative spirit, and with Vive Business Edition we’re thrilled to be the virtual reality partner to help bring their latest launch into an immersive VR landscape and to Vive users at home. With the blend of cinematics and Vive’s room-scale VR technology, the I-PACE Concept VR experience offers an incredible level of immersion, and showcases an exciting reimagining of the traditional car launch." 

Ross Wheeler, head of automotive at Imagination, added: "For the first time in history, a global automotive brand has used fully immersive VR to launch their latest car. This launch takes the individual far beyond any new car experience they would have witnessed before, allowing people across the world to connect in real time, be fully immersed within the vehicle and share live together their experience of Jaguar’s first ever electric vehicle."

The VR content from the reveal will now be available on Viveport through a dedicated Jaguar app allowing consumers to experience the I-PACE Concept at home. 

The concept will make its first public physical appearance at the 2016 Los Angeles Auto Show on Wednesday 16 November. 

Jaguar has staged a number of VR activations this year, including one for tennis tournament Wimbledon, The Championships and one for Paris Motor Show

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