Emotions. We wanted to help guests to get ‘That Land Rover Feeling’ during our experiences. We wanted to capture the feelings that you get when faced with driving upwards on a 35-degree angle before descending at 40-degrees all in a car with a luxury leather interior. The range of emotions that the guests travel through, shock, disbelief, excitement, surprise, relief, happiness all leading to the ultimate Land Rover feeling, #FeelInvincible.

Using old shipping containers with ramps made out of extended steel sheets, an easy and cost effective way of creating and shipping driveable obstacles through the GCC, these would become the highlight of the experiences. Around the drive experiences we built a fun family event with experiences for adults and children alive, including a bouldering wall made from a container side, ride on toy cars for those too little to experience the real ones and a hospitality and sales area.