iDrive Experience

e& decided to present the physical model of the Aston Martin model at the Mobile World Congress 2024.

We were challenged to present the digitized Aston Martin model at MWC 2024 and provide visitors with a driving experience that would associate luxury + technology with its brand image.

The mission was not just to present a car, but to offer a complete brand experience.

From Scott & Irwin we propose a 360º realistic and 100% immersive VR driving experience, with the development of the following points:

· Digitization of the Aston Martin model with a real time customization of it: body color, tire model, vehicle interior.
· Digitalization of the Yas Marina Circuit of Dubai with advertising and graphic elements of e&.
· Programming and gamification of racing sessions with VR Motion Simulator Yaw2.
· Integrated screen in the e& booth allowed real-time visual representation of the racing experience, ensuring that spectators could participate in the event.

Technology used: Unity 3D, Render Pipelines, MetaQuest3.

· More than 400 people actively participated during the five days of the Fair.

· 10/10 in the end customer satisfaction survey.

· Rating as the best VR experience by visitors to MWC 2024.