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For its international world-premiere, the Volkswagen concept car IROC was presented as a young, dynamic rebel, a rock-star coming out of the dark. In the Airport Berlin Tempelhof, a special room-in-room architecture was built on 10.000 sqm: On an elevated speedway, which surrounded the whole audience, the car was presented driven fast in between two media layers. The observer was surprised by a real drive integrated into a virtual 360 degree-world consisting of a transparent LED wall and a video projections wall behind. The car became part of this spectacular media environment and only turned real when entering the stage.
eventlabs GmbH
Hamburg, Germany
Fabian Tank, Lars Debbert, Cedric Ebener, Holger Pütting