PD03

FORD
CASA DECOR

THE CONQUEST OF TOUCH

13:16

A VIRTUAL EXPERIENCE THAT FEELS REAL

OBJECTIVE

To create an experience in Casa Decor, the most important annual interior design exhibit in Spain, where top interior designers and architects present their ideas by decorating various spaces.  Ford, the event sponsor that year, presented the garage. We had to seduce the target audience of Casa Decor, men and women looking for an unforgettable experience at the event.

"We created an installation that goes above and beyond visuals and sound."

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KEY FACTORS

Casa Decor is a space that gives free range to the imagination. It’s a place where people go to seek out new experiences.

CLIENT NEEDS

They needed to convey an at-the-wheel experience of models of the new line, Ford Vignale, a high quality line with cutting edge technology, and do it in a groundbreaking way consistent with the event’s style.

HOW DID WE DO IT?

We created an installation that immerses the viewer into an interactive driving experience, one that goes above and beyond visuals and sound. We wanted to conquer the sense of touch.  It was the first project in which we implemented real elements other than glasses. Because of that, the seat and, even more importantly, the steering wheel, were essential elements for its development. The design work and modeling revolved around the steering wheel. That meant calculating and designing the scale and correlation down to the millimeter, as well as the position and rotation of each element so that all of the sensations flowed together.

The user sat in the driver’s seat and could feel the virtual driving experience as if it were real. Creating a tool like a simulator, with millimeter-exact design and care, turned out to be a very useful tool for the brand and the consumer because it brings the driving experience to any environment, event, situation or place without the need for a real car or even a road.

RESULTS

It was the first time that people had had the opportunity to live an immersive, tactile experience in the automobile industry.  A truly powerful experience for the user.