Maserati Levante Trofeo
Hands On Experience.

The new Maserati Levante Trofeo is a powerful luxury SUV with 580 horsepowers and 300 kph top speed. Following the “feel it to want it” approach, the most vicious Maserati of all times was displayed on a city square, not just to be seen, but to be experienced.
For this, an instant hands-on experience was designed to create excitement just short of a test drive. By touching the glass front of a displaying case, a powerful and immersive sound and light show is activated, creating a deceptively real taste of a real test drive with the Levante Trofeo.

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  • Exponat
  • Creative Direction
  • Konzeption
  • Technische Beratung
  • Development
  • Installation
  • Automotive
  • Content-Produktion

Concept

From the palm of your hand right under your skin.

By touching the glass front, the exhibit is activated. Powerful glass mounted resonance speakers let the roaring V8 not just audible, but palpable.
Chaser lights on the ceiling emulate the acceleration of the Maserati on a street, to create an immersive, dynamic driving experience for all senses – right in the heart of a lively city.

Design

Immersion as an upgrade.

Implementing the existing structure of the display case with electronic devices and sensors as minimally invasive as possible proved to be a challenge. The glass panels to each side of the container were equipped with hidden resonance speakers, as well as inductive touch sensors on the front panel and controllable chaser lights made from super bright LEDs on the ceiling.

Technical Execution

Reliable usage under all circumstances.

The slender and reliable implementation is executed through a Raspberry Pi microcontroller. Coded in Python, sound and light sequences can be edited and exchanged easily.
The software itself is able to read video files and translate them into DMX light controlling commands autonomously. Since the exhibit was placed in a downtown city square throughout winter months, the inductive touch sensor was calibrated to be activated both with gloves and bare hands flawlessly.

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Results

The bottled storm caused great excitement.

The Maserati Hands-On Experience is a highly effective eye and ear catcher that created over 7000 experiences over the course of the first eight weeks of its display, with an average of 118 phygital test drives per day. Further exhibitions are already being scheduled.

  • Client:
    Maserati S.p.A.
  • Industry:
    Automotive
  • Services:
    Creative Direction / Concept / Technical Consulting / Python Development
  • Year:
    2019