Madrid, Spain, October 25, 2019 — The German automobile manufacturer Audi presents their e-tron room for a hyperreality to the public. By allowing everyone to join this experience, Audi wants to increase the awareness of electric mobility in general but also market their upcoming Audi e-tron car, which is 100% electric.
With “hyperreality,” Audi means a very sophisticated and cutting edge experience to immerse yourself into a cyber world by making use of the latest VR equipment. The e-tron room will be available in Madrid from the 24th of October to the 13th of November 2019. The whole e-tron room experience will then move to Barcelona and will be available from the 27th of January to the 16th of February 2020. If you’re not living in Spain, you’re out of luck because it does not appear to be moving on to other countries as well.
E-tron rooms in Madrid and Barcelona
In a press release, Audi provides details about the technology being used for this experience, “… participants will be equipped with the latest technology, such as motion sensors and VIVE Pro virtual reality glasses. Audi’s new escape room has an algorithm that interprets movement in real-time and builds a full-scale avatar of the player, allowing total body immersion. In addition, for the first time, there will be a real actor, who plays the role of a robot, and will act as an advisor during the trip, accompanying the players and making the experience unique.”
Audi’s Marketing Manager, Caita Montserrat, explains more about the sensory and visual equipment, “For almost an hour, participants will travel through hyper-reality to a series of points in time until they reach the future. We have worked to create the only multiplayer entertainment experience of its kind in the world, to raise public awareness of Audi’s vision of future mobility”. The shared motion capture system consists of a total of 36 cameras and 28 sensors that enable the experience to be as immersive as possible, therewith being named “hyperreality” experience.
But why?
While this sort of effort appears to be over-sized or out of place for a marketing project of an automotive company, such are, however, not rare. Car manufacturers have a history of leveraging the latest technology of both industry and entertainment sectors to promote their products. Whether or not the experience is worth traveling to Spain cannot be said at this moment, but I wish everybody who’s going a lot of fun.
YouTube: Audi’s Hyper-Reality – The E-Tron Room
Photo credit: All images shown have been provided by and are owned by Audi.
Source: Audi press release
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