iDrive VR Experience


Mission Challenge.

  • Date: March 2024
  • Client: e& / ETISALAT
  • Location: Barcelona, Spain

e& presents the physical model of the Aston Martin model at MWC 2024.

The client was challenged to present Aston Martin’s digitized 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.

Touch Down.

To propose a realistic and 100% immersive 360º VR driving experience.

Digitization of the Aston Martin model with real-time customization: body color, wheel rim model, vehicle interior.

Digitization 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.

The screen integrated into the e& stand enabled real-time visual representation of the racing experience, ensuring that spectators were able to participate in the event.

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

Scoope of the impact.

More than 1.200 people actively participated during the five days of the Fair.

10/10 in the final customer satisfaction survey.

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