The installation, in Westfield’s ‘The Street’ area, is themed like a fashion shop to reflect the fact that the Adam can be customised in more than a million combinations.
The space is currently hosting five days of launch events for media, as well as the first UK test drives of the car, and will open to the public on Saturday (16 February).
Visitors can get up close to the car and ‘build’ their own Adam on a screen by selecting from various design elements, receiving a bespoke printed tote bag with their name on it alongside Adam branding for their participation.
Shoppers will be able to take home prizes by collecting balls from a wind tunnel, to be rewarded with merchandise and sunglasses.
IntelliLink, the Adam’s infotainment system which allows users to upload music, pictures and films using a smartphone, is also being showcased.
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