Jaguar Land Rover Paris Motorshow Digital Showroom
Delivering the interactive digital showroom for Jaguar Land Rover at Paris Motorshow 2012 was ZeroLight's first commercial project and saw the first use of many of the technologies and techniques which have evolved into the current, more advanced solutions offered by the company today. Undertaken in collaboration with IBM, the project saw ZeroLight's real-time 3D expertise put to use in the digital launch of two exciting new models by Jaguar Land Rover.
Digitally launching a car
The digital showroom project was part of the launch of two new models at Paris Motorshow, the Jaguar F Type and the Range Rover Evoque and demonstrated how an interactive digital experience can play a key role in a car launch. Integrated with the brand's stand at Paris Motorshow, the digital showroom allowed journalists and customers to explore the virtual car alongside the real car. The experience complemented the real car with a showcase only possible digitally, such as seeing the car drive into the scene, interacting with the car's features and overlaying information about each car's impressive performance and capabilities via interactive feature spots.
Digital Exploration and Configuration
The digital showroom's features allowed the user to explore the cars with complete freedom, viewing them from any angle inside and out; something made possible by the innovative use of real-time 3D visualisation technology. The user was able to interact with features such as retracting the roof, opening the doors, boot and bonnet and even starting the engine to hearing the real studio recorded noise of the engine's roar. The experience was designed to both excite the user about the car and inform them about its features and capabilities. To achieve this interactive feature spots were located around the car, allowing the user to activate them and learn more about, for example the engine and aerodynamic spoiler. A companion app on a touch screen provided access to the comprehensive set of configuration options, allowing the user to select from any colour, configuration, add on and accessory for the cars.
To create an engaging and memorable experience the Jaguar Land Rover digital showroom utilised gesture control via the Microsoft Kinect device. This allowed the user to move around the car simply by leaning left and right, and allowed them to activate interactive feature spots by pointing at them. Once inside the car, head tracking allowed them to look around the car simply by turning their head.