Imagination brings augmented reality to Range Rover visitor experience

Jaguar Land Rover has brought its all-new Range Rover to life for customers in an experiential centre created by Imagination.

Imagination used 3D projection mapping and augmented reality to showcase the all-new Range Rover
Imagination used 3D projection mapping and augmented reality to showcase the all-new Range Rover

Imagination has used augmented reality and 3D projection mapping in a project to create a bespoke, VIP visitor experience showcasing the all-new Range Rover.

Imagination was tasked with delivering a brand experience that would reflect the luxury of the new vehicle, at the Land Rover Visitor Centre in Solihull.

Land Rover’s brand experience director global marketing Mark Cameron said: "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. 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."

Guests begin the VIP experience in a chauffeur-driven Range Rover taking them to Solihull, the home of Land Rover for more than 60 years.

Upon arrival, the customer is taken on a personalised journey through the brand centre, interacting with touch screens that tell the story of the brand and new vehicle, before a tour of the factory to gain insight into Land Rover and the technology behind the vehicles.

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 metres away; a world first. The iconic Range Rover is then constructed in front of the consumer in a spectacular, theatrical visual show.

To end the day, consumers are invited to put the all-new Range Rover through its paces at the on-site Land Rover Experience Centre.

Imagination’s business director for Land Rover Simon Taylor 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."

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