Volvo Cars

Welcome to the land of light



Land of Light is a virtual reality experience that not only lets you configure Volvo Car's S60 R-Design, it also allows you to control light itself.

At the heart of it all the user learns about the R-Design in a stunning Nordic backdrop that matches the pedigree and grit of the model.

Practically speaking, not only did we have to guide the user from a seated to a standing position without them tumbling over, once outside they then gained the superpower to teleport themself to all sorts of different positions around the car.

This created quite a lot of complexity with regards to where the users position was in relative space. The instructions of the guided voice, the sequence of actions, the visual aids, everything had to work in concert so the user didn’t accidently trip over the one ‘real’ element in the experience – the seat.