We knew that we wanted to create something aesthetically-striking, but in true UNIT9 fashion we also incorporated a digital surprise - we decided to enhance the entire physical structure with an immersive AR layer to elevate the experience for viewers and highlight Goodwood and Lotus’s drive for innovation.

‍

Measuring 50 metres in length and 22 metres in height and mirroring the shape of the classic Lotus Evija ‘rooster tail’, attendees could use the iOS or Android Lotus Aeroad app to transform the Central Feature into a dramatically curved race track complete with four AR Lotus supercars, including the brand new Lotus Emira.

‍

In a year where live attendance was limited, it was important that those following the festival from home could also enjoy the experience. So we ensured that remote viewers could access the entire structure in AR and scale it to fit their own environments, wherever they were in the world.

‍

Our stringent production process meant we were able to ensure the AR assets met the high visual standards of Lotus’s signature models, whilst being well lit against the environment. It was a challenge to design an AR track for a physical sculpture that would only be completed days before the event, but thanks to thorough testing and finessing we achieved a perfectly mapped hybrid experience.

‍