Ford Opens The First Mobility Brand Experience Studio In NYC

Ford Opens The First Mobility Brand Experience Studio In NYC
Advertising

The space explores the future of transportation through a collection of interactive exhibits

Dave Pinter, PSFK
  • 3 february 2017

Ford is expanding its definition as a mobility company with the opening of the Ford Hub at Westfield World Trade Center in New York City. Located within the Oculus, one of NYC’s busiest transit hubs, the space is designed to promote the ways Ford is thinking about the future of transportation.

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The interior features various interactive exhibits, both analog and digital, with its centerpiece featuring a kinetic mobility sculpture that uses marbles to show multimodal traffic patterns.

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Each visitor gets their own Ford Hub Card which activates the installations and saves their experiences online.

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At the entrance, a dual screen interactive map highlights popular destinations in NYC. Visitors can select a spot and a route is shown with other point of interest places along it. To conclude, a screen showing recommendations for subway routes and bike sharing locations is displayed. Other exhibits include a human-powered electric energy harvester race to show how regenerative braking works, a balance controlled racing game and a VR experience offers a birds-eye view of NYC from the top of the Empire State building.

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At the back of the Ford Hub, a seemingly made-for-Instagram wall acts as a mounted installation of 5,000 Ford die cast vehicles, each illuminated with LED lights that react to visitors walking by.

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Ford has staffed the Hub with a team of mobility experts that will guide visitors through the space or field questions. Nothing is currently sold in the space, however Ford intends to regularly update and change the contents of the space over time, since it is located in such a high-traffic location. The initial mix of exhibits will be monitored to see which are successful and which need tweaks or replacements.

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The Oculus location is the first of a series of Ford Hub locations the brand is looking to open. The next is slated for San Francisco.

Ford Hub

Photos: Ford, Dave Pinter

Ford is expanding its definition as a mobility company with the opening of the Ford Hub at Westfield World Trade Center in New York City. Located within the Oculus, one of NYC’s busiest transit hubs, the space is designed to promote the ways Ford is thinking about the future of transportation.

+advertising
+Augmented & Virtual Reality
+augmented reality
+Automotive
+Cars
+Experiential Marketing
+ford
+new york
+NYC
+Oculus
+retail
+Virtual Reality

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