INFINITI IQ VR
Immersive VR brand experience for INFINITI Q50
INFINITI IQ VR was a fully immersive virtual reality experience designed to showcase the Q50 in a way traditional advertising couldn’t.
Users explored a stylised, interactive environment before transitioning into a detailed vehicle experience — combining brand storytelling, product exploration and real-time facilitation.
The opportunity
Traditional automotive marketing struggles to convey the experience of a vehicle — particularly its technology, feel and interaction.
There was an opportunity to use VR to create a fully immersive brand experience that could engage users at motor shows and extend beyond physical events.
The system
Room-scale VR experience built for HTC Vive / Oculus Rift
Untethered VR setup using backpack-mounted PCs for free movement
Multi-user deployment with parallel play spaces
Custom tracking configuration to prevent signal interference across installations
Facilitator control system via custom-built tablet interface
Real-time user monitoring and guided interaction system
Consumer distribution via Steam for at-home access
Unreal-based VR application
Networked control layer for facilitator → user communication
Highlights
Fully untethered VR experience enabling unrestricted movement
Facilitator-guided interaction for personalised, real-time demonstrations
Scalable multi-user setup for high-throughput event environments
Deployed globally across major motor shows
Extended reach via Steam to hundreds of thousands of users
Generated millions of minutes of brand engagement
Early adoption of untethered VR (ahead of market norms)
Consistent experience across live events and home users