Imagination creates Ford experiential space for Frankfurt Motor Show

Imagination has designed an experiential space for Ford for next month’s Frankfurt Motor Show, which will aim to express the brand values ‘quality, green, safe and smart’ through sight, sound smell and touch interactives.

The consultancy is retained by Ford and has worked for the client for more than 30 years.

Visitors will walk through four zones, and ‘feel’ their way around the space by using a haptic pen – which uses tactile feedback technology – to interact with virtual objects, including jelly, ice and wood. The consultancy says this will mimic the processes Ford engineers undertake to measure people’s preferences for in-car design features, including resistance on dials, door handles or knobs.

An ‘audio-lab’ will allow visitors to experience sound engineering, including how the acoustics of conversation inside car cabins can be audible, and understanding the ‘sonic signatures’ of Ford car doors closing.

A demonstrative pollen filter will be expressed by allowing visitors to smell the ‘scent of a meadow’ while wiping pollen from a motion-sensing interactive screen, the consultancy says.

They will also be able to experience the seven different light settings within a driver cabin, designed to suit driver mood.

The space, which will be open during the show, which runs from 13-25 September, will encompass an inside and outside area, where 30 vehicles will be on display – some functioning as interactives – with a further six vehicles available to test drive as part of a Ford Technology Challenge.

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