VIP push for £126k Range Rover

2013-03-18 15_20_16-Jaguar Land Rover and Imagination reveal immersive luxury VIP experience for theJaguar Land Rover is backing the launch of the all-new Range Rover by creating a bespoke, VIP visitor experience that uses 3D augmented projection mapping to ‘build’ the £126,000 car in front of the consumer’s eyes.
Devised by Imagination, the VIP experience begins with the guest being greeted by a chauffeur-driven Range Rover and driven to the home of Land Rover in Solihull.
Once there, the customer is taken on a personalised journey through the brand centre, interacting with touchscreens 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 top-of-the-range 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. The Range Rover is then constructed in front of the consumer in a theatrical show.
They are then invited to put the Range Rover through its paces at the on-site Land Rover Experience Centre.
Land Rover 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.”