(NY Auto Show) Scion’s Augmented iQ Reveal

(NY Auto Show) Scion’s Augmented iQ Reveal
Innovation

The NY reveal of the 2011 Scion iQ combined the actual car with some dynamic projections

Dave Pinter, PSFK
  • 2 april 2010

The NY reveal of the 2011 Scion iQ combined the actual car with some dynamic projections. The theme of the reveal was ‘the new dimension’. Scion constructed a two-story, scrim covered structure. Projected on the scrim were MC Escher inspired animated 3d environments and collages of photographs. The actual car was on a lift behind and  at times animated graphics were projected over it. The car eventually dropped down to the stage and was driven out.

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