Vehicles with next-generation technology require cutting-edge, hi-tech presentations. The all-new Jaguar Land Rover has become the key figure in the latest 3D augmented projection mapping show, developed by global creative business Imagination. Blending magic with technological innovations, the creative team unveiled a VIP visitor experience, in which the new model was revealed on a rotating platform. The theatrical performance was hosted in Solihull in the UK, the home of Land Rover for over six decades.

During the show, the car was “built” in front of the guests’ eyes with the help of projection mapping and augmented reality. The performance created with seven projectors was unveiled on a pitch black oval, where a vehicle underwent some visual transformations and embarked on a long journey, while remaining on the same spot. The car itself was placed three meters away, on a rotating platform, and all the additional elements as well as the action-inspired settings were created literally out of thin air.

Before the VIP show, consumers were taken by a chauffeur-driven Range Rover to the Land Rover Visitor Centre in Solihull, opened in late 2012. Upon the arrival, the guests were invited to interact with touch screens to learn the story behind the brand and new vehicle itself. The visitors also could explore the factory during the tour, which provided them with a rare insight into the world of Land Rover.

“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,” commented Mark Cameron, Brand Experience Director Global Marketing at Land Rover. “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.«