Push appointed for Caterham Cars experience

Push Worldwide has been selected to design and build Caterham Cars' new experiential design centre, launching later this year.

A visual of Caterham Cars' 'brand wall', created by Push Worldwide
A visual of Caterham Cars' 'brand wall', created by Push Worldwide

The automotive brand’s design centre and showroom will be based in the south of England and housed in an empty warehouse space. It will feature an immersive and interactive brand experience including a ‘brand wall’, which will house up to 12 cars suspended in display cases.

The display cases will sit on revolving shelves that will allow the vehicles to be rolled 180 degrees. Visitor will then have the opportunity to get a top, down and side-on view of the vehicle they choose via an iPad controller. 

At the centre of the brand wall there will be a display theatre, which will be used to present content via an onsite media server. The content will be projected across LED screens housed in the theatre area.

Two divisions of Push Worldwide will be working on the project. Agency Public devised the initial concept, and will be responsible for the development of new branded content for the display theatre, as well as the archiving and use of the existing back catalogue, while in-house production facility Push Studios has been tasked to build and install the centre.

Ian Irving, group strategy director at Push Worldwide, said: "We will be creating an immersive, engaging and interactive destination. It will be focused around the centrepiece  - an asset that will be adaptive, modular and has the ability to host shareable content.

"All touch points in the building will integrate with the sales app we are developing, and visitors will be able to acquire content for sharing across their own social networks."

Irving added Push Worldwide is also looking after other projects for Caterham Cars, including Formula 1 branding, the sales app and an exhibition stand for this year’s Goodwood Festival of Speed.

Trevor Steel, chief financial officer at Caterham Cars, added: "We appointed Push Worldwide because of its outstanding creative and its ability to offer a full service solution under one roof."

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