The Nissan IDx Experience
Revolutionizes car design using virtual reality

INSIGHT

Today’s drivers interact regularly with their favourite brands and customise their most loved products. Many are keen to contribute to the future of car design, but have no voice in the industry.

We saw an opportunity for Nissan designers to collaborate with the public on a grand scale – re-engaging drivers with the brand while giving Nissan first-hand insights into the dreams and desires of a new generation of drivers.

IDEA

In an exclusive partnership with 3D virtual reality pioneers Oculus Rift, Nissan IDx put the tools of car design into the hands of young drivers at the Tokyo Motor Show – making a complex process simple and frictionless.

Using the Rift to navigate and their eyes to interact, individuals made decisions to progress through the experience. Nissan translated these choices into design and engineering concepts in real time – thus creating a unique IDx design for each individual user.

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IMMERSE YOURSELF IN THE WORLD OF IDX

Featuring the global debut of the High Definition Oculus Rift, the IDx experience immersed visitors to the Tokyo Motor Show with stereoscopic vision and binaural sound. The headset was used to explore the 3D world and users could interact simply by looking at in-game objects, removing the need for keyboards or gamepads and opening up the experience to everyone.

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INVITATION TO SHAPE THE FUTURE OF CAR DESIGN

Every co-creator is given an IDx chassis at the beginning of their journey. With it, they travel through a series of worlds; each one designed to find out about their needs and desires as a driver. These discoveries were translated in real time into design and engineering concepts by Nissan; building their unique IDx car as they travelled.

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"THE ENGAGEMENT FACTOR OF THE HEADSET AND VR ENVIRONMENTS IS FANTASTIC."

THE DRUM

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IMPACT

The appeal of experiencing Oculus Rift before its release date attracted thousands of young drivers to the Nissan stand at the Tokyo Motor Show. Visitors queued for up to 70 minutes and spent an average seven minutes within the virtual world.

With multiple IDx stations on the stand, more time was spent creating with Nissan than with any other activity at the Motor Show. Nissan is now turning the most popular IDx designs into real concept cars to be shared with their online community – transforming the collaboration model into a real business solution.

 

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"THE REACTION WAS BORDERLINE OVERWHELMING... PEOPLE QUEUED UP TO AN HOUR-AND-A-HALF TO HAVE A GO."

TOP GEAR

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