We partnered with Bose, Mercedes, and UK based Synergy and Unit 9 to design and build a virtual reality experience for your ears during the Formula 1 race week in Austin Texas. Bose new noise canceling headphones were the star of the experience. Visitors to the 7,000 sqft. experience were ushered into 2 virtual garages where they were greeted on screen by the two largest names in Formula 1 racing today, Lewis Hamilton and Nico Rosberg. Once inside the virtual garage, the visitor places the noise canceling headphones on and turns them on. Immediately, the ambient garage noise being pumped into the entire space is diminished. The visitor is encouraged to walk around the space by following footprints being projected on the floor in accordance with the rest of the walls also being projected with abstract visuals of a race car in the center and the racing team walking around the car. As the individual follows the feet, they can experience the individual conversations happening between racecar driver and the rest of the team before the car leaves the garage and is ready to race.
As part of the experience, we were tasked in creating a museum-like feel to the rest of the space, complete with rolling in an official Formula 1 race car for amazing photo opportunities for social sharing, display cases housing various racing gear, as well as printed vinyl graphics that transformed the entire room into a one of a kind custom tailored feel for the brand.
Photo Credit: Travis Hallmark
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