An idea realized
Jaguar Land Rover (JLR) approached Elements about building an interactive driving exhibit to showcase intelligent automobiles. The solution was a multi-screen, ultra-high-resolution experience that gave users a glimpse into how driving will evolve as automobile technology advances.
The driving exhibit was further developed to tell the JLR product creation story, walking the user through the 5-year process from ideation to the showroom. The installation demonstrated the unique challenges of bringing a car to market, from concept design to mass production.
OUR ROLE
Brand strategy
Brand messaging
Visual design
User interface design
Application design
Animation
Audio production
Technical direction
Brand strategy
Brand messaging
Visual design
User interface design
Application design
Animation
Audio production
Technical direction
Initially designed for London's Big Bang Fair, an annual science and technology event, the exhibit was recognized as the most popular interactive installation at the show. It then traveled to the Heritage Museum of London and the London Science Museum during the Olympics, and was eventually displayed at the company's corporate headquarters.
The interactive installation features a touchscreen interface with three giant screen arrays, drawing the user into an immersive driving experience that demonstrates the future of connected car technology. The user controls the pace and driving direction and is shown key activities and facts about developing new JLR products.
