The first of the free exhibitions, which are being created and executed by experiential agency Imagination in response to a Channel 4 documentary about the brand, will run between 13 and 16 November at London’s Saatchi Gallery, before going on tour worldwide throughout 2015. The interactive experience will be brought to life on visitors’ smartphones and tablets using iBeacon technology.
Each of the nine rooms at the Saatchi Gallery will focus on one key aspect in the creation of a Rolls-Royce motor car. This will include a space focusing on the brand’s palette of 44,000 paint colours, which will come to life through an innovative digital display. Visitors can select an item of their choice, place it onto a colour activation table and watch the room change hue to match. They can then step into one of two 'paint pods' each telling the story of the way Rolls-Royce creates paint.
Another room will showcase a flying sculpture, called the in-door umbrella, evoking Rolls-Royce’s hallmark feature. Eight individually bespoke umbrellas will fly the length of the room until the last one slots into the door of a Rolls-Royce Ghost vehicle.
Other highlights of the exhibition will include a room inspired by Rolls-Royce Wraith’s starring role in computer game Forza Motorsport 5, giving petrolheads the opportunity to configure their own version of the vehicle virtually and then race against friends. Guests will also have the chance to transform themselves into the brand’s Spirit of Ecstasy icon captured via light particle animation and a video wall.
Expert craftspeople from the Home of Rolls Royce in Goodwood will also be on hand to demonstrate and explain their skills over the course of the exhibition.
Torsten Müller-Ötvös, chief executive officer at Rolls-Royce Motor Cars, said: "The huge response to the Channel 4 documentary reminded us of the love people from all walks of life have for this standard-bearer of British excellence, and bears testament to the successful renaissance of Rolls-Royce over the last 11 years.
"It is only right that we give those people who support us free access to this great brand, and that this journey around the world begins in London, this most international of cities and the spiritual home of Rolls-Royce."
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