As a culturally-active brand, Scion has a deep library of inspiring content that is considered an essential part of their marketing mix in communicating the brand essence. To leverage the existing content, GPJ designed a motor show kit that incorporates large-format media screens as the architectural walls, giving energy to every corner. Working with Spinifex to carefully select the appropriate screen hardware and develop the content delivery format, media is carefully orchestrated throughout the space to offer brand and product stories as attendees explore Scion.
For deeper engagement into the content, a key interactive element to the motor show experience is an interactive installation dubbed the Scion Surface Experience (sX) – a multi-touch surface table developed by JUXT that attendees can activate with a deck of eight unique, collectable trading cards, featuring artwork from Scion-sponsored artists.
sX is presented at four, distinct product touch points within the new Scion space inviting show goers to experience each vehicle in a fresh, new way. By placing a card on the table’s surface, the screen reveals a range of product and brand related digital content - photos, videos, regional sales information and localized events. Attendees can use their fingers to move the content around on the screen and to dig deeper into the content.
| In support of Scion’s existing music collaborations, the cards also doubled as a table top mixer of music from the brand’s featured musicians. Flipping the cards over triggers the playing of a beat, bass or vocal component of a song. When all eight cards are placed on the surface at the same time, the full song plays. Spinning each card allows the guest to mix the song in real-time to their liking. |  |
