VR pop-up stores for Mazda

Automotive brand Mazda plans to bring virtual reality (VR) driving experiences to thousands of UK customers, with a pop-up shop that is to tour around Intu shopping centres.

Customers will be able to sit in Mazda MX-5 or CX-5 models while wearing VR headsets, which will enable them to experience a 360-degree immersive virtual test drive through the Italian Alps or the Longcross test track in Surrey. Creative agency Lively has developed the stores for Mazda.

Mazda’s Coffee Truck will also be present, serving complimentary refreshments from a 1960s Mazda Porter Cab truck. The brand has also worked with Intu on promotional campaigns through ambient media and Intu’s website.

“With virtual reality, our aim is to create a sense of oneness with the car through an immersive experience as customers can test drive one of our vehicles without leaving the store. This will bring people much closer to the vehicle itself, allowing them to explore the quality of both the interior and exterior of the car. We filmed the Mazda MX-5 on location in Italy earlier this year and we can’t wait to see customers taking a virtual Alpine drive in the MX-5,” says Mazda UK marketing director Claire Andrews.

“Mazda is certainly making the most of its presence in some of Intu’s highest footfall locations by creating such an immersive experience to draw in huge crowds,” says Intu customer experience director Roger Binks.

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