Combining cutting-edge technologies and design, we wanted to take our audience ‘Inside Rolls-Royce’ to deliver an engaging experience, telling stories of the innovation and unrivalled craftsmanship present in their vehicles.

We worked closely with expert craftspeople from the Home of Rolls-Royce, and were able to draw on their sought-after skills to ensure that all tactile elements were of unique, Rolls-Royce quality.

At the heart of the physical experience, ground-breaking digital installations were developed to demonstrate the pioneering technology that goes into every Rolls-Royce. We wanted all digital interaction to reflect the effortless technology of the vehicles, which required numerous stages of development to match a brand that strives for perfection in everything they do.

We worked with musical artists and leading digital developers to design a new type of 3D touch screen, generating sound compositions and personalised visuals by using bespoke software and Microsoft Kinect tracking cameras. Countless iterations were explored to ensure we had a perfectly refined and organic flow of digital particles for our ‘Spirit’ installation.

A wide variety of intuitive storytelling tools were explored, which led to the development of an app with innovative iBeacon technology, unlocking relevant content for users as they moved through the exhibition.

Paint colours were presented in an innovative digital display. Using RFID technology, visitors could select an item of their choice; place it on the colour activation table and watch the room change colour to match. The music in the room also reflected the colour chosen.

In the wood room, the beauty of the natural wood used in the car’s interior was celebrated through a digital sound and touch experience, producing stunning kaleidoscope effects.

Visitors also had the opportunity to 'Be the Spirit', briefly transforming themselves into the Spirit of Ecstasy statuette that adorns every Rolls-Royce. The interaction was executed through a unique film, and the music responded to the guest’s movement.

An app was designed to bring the exhibits to life on smartphones and tablets using the latest iBeacon technology. The app unlocked interactive content as the visitor moved through the gallery, and provided insightful stories into the brand.

The response to the exhibition has been overwhelmingly positive, with more than 15,000 visitors over four days and over 42 million in social media reach. Inside Rolls-Royce will be taken on a global tour visiting major cities throughout 2015.