Lexus Dome: Immersive Digital Installation

The Lexus Dome was a multifunctional space in the middle of Moscow. It should communicate the brand philosophy as well as technical functions and the design of the car. Current, interactive technologies were combined with physical, natural experiences to create a mystical and eerie mood-forming overall experience.

The reception area was designed to initiate a visit with physical, natural experiences and reflect the philosophy of the brand: the combination of natural materials and modern technology.

In the subsequent Creative Zone, visitors experienced various interactive installations, that explained the technology used and the design.

The last room contained a projection show of a virtual test drive. Sports car seats, which were equipped with the sound system of Mark Levinson, as well as the car, served as a real component. At the finale, the digital phantom transformed into a real car model.

(Editiorial text and project. Please contact us for change requests.)