The Los Angeles Auto Show is traditionally the best place to showcase sustainable mobility technology, and Nissan is one of the brands consistently pushing the envelope.
In 2021, Nissan wanted to go beyond the the show floor to create a lifestyle experience worthy of their flagship, high tech, all-electric ARIYA SUV. They turned to long-time experiential partner GPJ, and the ideas began flowing.
The result? The ARIYA Reservations Event – Electrify Your Life. Designed for the press, influencers, dealers, employees and consumers, these groups were invited to get up close and personal with the ARIYA through a curated journey at an exclusive home in the hills of West Hollywood. This immersive experience was an expressive storytelling journey that offered an escape from everyday life. Guests experienced an aspirational lifestyle that is the ultimate expression of Nissan’s future electrification plans.
Upon arrival, guests got a first look at the All-New 2023 ARIYA, and were encouraged to use the Nissan event app for special announcements and content sharing throughout the house and evening. On screen content delivered ARIYA messaging in zones throughout the elegant home, and beacons synced with the event app on guests phones for real time messaging notifications.
To kick off the event, television and film actor, philanthropist, entrepreneur and host Jay Ellis introduced himself and shared details about the new ARIYA. Event guests would be among the first to reserve their own that evening, just one of the many, fun surprises in store.
After a quick toast, the guests continued to explore various areas of the house. In the kitchen, for example, guests were offered four different tasting menus, all based on the various trims of the ARIYA. Custom cocktails followed suit. A saké lounge offered a 3 saké experience, while tea tasting and “carbon neutral” elixirs offered non-alcoholic tasting experiences as well.
A digital ARIYA gallery displayed three multimedia artists’ depictions of Nissan technology and design principles, while small zen gardens on the rooftop expressed the feeling of calm, balance, and confidence that comes with travel using ProPILOT Assist 2.0, which was a highlighted feature of that space.
Additional zones were all staged with beautiful Japanese design elements to help guests learn more about the balance of design and technology, and what is possible with ARIYA.
No detail was too small for this important audience, who left well-versed in Nissan’s vision for the future.