VR Jaguar Experience Launched In Paris

VR Jaguar Experience Launched In Paris
October 10, 2016

Imagination, the creative agency, has partnered with specialist Virtual Reality (VR) production studio, REWIND, to devise a fully immersive VR experience for Jaguar at the Paris Motor Show 2016 which will be active until October 16, 2016.
The seven-minute Formula E VR experience takes visitors on a multi-sensory journey through Jaguar’s racing heritage, challenging them to compete with other drivers and visit the key locations of Formula E series.
Users create their own avatar and join five other members of the public in an immersive Virtual Reality theatre on the Jaguar Land Rover stand.
Each user is positioned in a self-contained racing seat, with steering wheel and headset. Each seat is fitted with a rumble pack and the drivers feel a rush of wind to their faces as they “take off” down the track.
In its first few days at The Paris Motor Show, more than 1,000 people took the VR experience.
Ross Wheeler, head of automotive at Imagination, said: “We needed to create a thrilling way for people to learn about Jaguar Panasonic’s Formula E I-TYPE. Using the best of theatre and VR technology, we’ve told a story in an unforgettable way. We can’t sit everyone in the real driver’s seat but, with this totally immersive experience, we’ve come close to providing an authentic high-adrenaline experience.”
Sol Rogers, REWIND’s CEO and founder, commented: “We’ve used our VR expertise to create a truly unique experience to mark Jaguar’s return to motor racing. Built in Unreal Engine 4, the experience for HTC’s Vive uses a custom built seat and high end 4D experience systems to push the level of immersion, whilst the social aspects draw out the competitive nature in all who try it.”

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