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.

of

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



Watch next

Watch: Sainsbury's celebrates Christmas Day truce in First World War-themed TV ad



OMG don't read this

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).