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London creative agency pairs with Jaguar for first ever VR car launch

A creative agency based in London has partnered with Jaguar to deliver the world’s first virtual reality (VR) interactive live car reveal during the LA Auto Show.

The grand reveal of Jaguar’s first ever electric car concept was delivered using HTC Vive Business Edition headsets, allowing 66 guests located in Los Angeles and London to interact with a live VR reveal of Jaguar’s I-PACE electric car.

Helping to put the technology together was London-headquartered global creative agency Imagination and REWIND, a VR production studio, who worked together to deliver the VR showcase.

Guests appeared live in the VR world alongside presenters Ian Callum, Director of Design for Jaguar Cars and Ian Hoban, Jaguar Vehicle Line Director, before moving into the driver’s seat to be given an up close view of the concept car’s interior.

Ross Wheeler, Head of Automotive at Imagination, commented: “For the first time in history, a global automotive brand has used social VR to launch their latest car.

“The Jaguar iPace launch will be a world first with lasting impression. Not only have Jaguar showcased their car of the future, by choosing to use Social VR technology in this way, they have redefined the format of product launch, setting the benchmark for any consumer brand experience, for any sector, for years to come.”

Commercial and corporate use of VR technology is expected to be on the increase over the next few years following this year’s launch of the first commercially available headsets.

Property viewings, court re-enactments, training and virtual conferences have all been mooted as potential uses for the burgeoning technology, with the VR and augmented reality (AR) industries projected to grow to $162bn by 2020.

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