First Rolls-Royce art exhibition uses beacon tech and light particles

Rolls-Royce has opened its first public art exhibition in London, using high-tech installations to show off its design nous to a broader audience.

  • A visitor mimics Rolls-Royce's famous 'Spirit of Ecstasy' icon.

    A visitor mimics Rolls-Royce's famous 'Spirit of Ecstasy' icon.

  • Rolls-Royce plays on the inclusion of a branded umbrella inside every vehicle.

    Rolls-Royce plays on the inclusion of a branded umbrella inside every vehicle.

  • Rolls-Royce wants to emphasise the craftmanship that goes into its vehicles.

    Rolls-Royce wants to emphasise the craftmanship that goes into its vehicles.

  • Visitors can choose a colour from the Rolls-Royce palette, then watch the room change hue.

    Visitors can choose a colour from the Rolls-Royce palette, then watch the room change hue.

  • Beacon technology will bring exhibits to life on visitors' smartphones.

    Beacon technology will bring exhibits to life on visitors' smartphones.

  • Rolls-Royce plays on the inclusion of a branded umbrella inside every vehicle.

    Rolls-Royce plays on the inclusion of a branded umbrella inside every vehicle.

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The exhibition is taking place at the Saatchi Gallery in London, and takes a creative look at the craftmanship that goes into Rolls-Royce vehicles.

In one room, visitors can mimic Spirit of Ecstasy, the famous Rolls-Royce bonnet ornament of a woman with her arms outstretched. A video wall in one room will emulate a visitor's pose through light particle animation.

In another, visitors can choose from the Rolls-Royce vehicle colour palette through a digital display, then see the room change colour to match.

The idea is to bring Rolls-Royce vividly to life for consumers who may never actually buy one of the high-end vehicles themselves.

Torsten Müller-Ötvös, chief executive, said: "For a long time we have been inspired by the notion that Rolls-Royce captivates an audience far beyond those that choose to commission one of our motor cars."

Brand: Rolls-Royce Motor Cars

Agency: Imagination



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