About This Project
ACURA’S INTERACTIVE TOUCHSCREEN EXPERIENCE
Client: Acura
Collaborators: Razorfish
Application: In-Store Interactive NSX Experience
Technology: 42" Interactive Displays
Acura has been setting new standards in automotive design and engineering for two decades through bold innovation, a refined sense of aesthetics, and precision manufacturing. By introducing groundbreaking technologies like Super Handling All-Wheel Drive (SH-AWD), Variable Valve Timing and Lift Electronic Control (VTEC), and the Advanced Compatibility Engineering (ACE) structural design, Acura has continually redefined the state of the art. The result is a stunning vehicle lineup with exhilarating performance and unsurpassed comfort and safety features with the most exacting attention to details. And the extreme care that Acura gives to the making of each automobile extends into the community and environment as well.
THE CHALLENGE
Since the 1990s, the Acura NSX has been revered for its bold design, rapid speed and 290 horsepower engine. As a very exclusive high-end sports car, the all-new 2017 NSX is made to order, preventing models from being showcased or test driven at on-site dealerships. Acura realized that this was a problem. They needed to uncover a way to replace the traditional on-lot experience of the NSX with something monumental enough to wow potential buyers.
THE GOAL
Acura needed a way to disclose information on the car’s impressive features, compare vehicle upgrades, and give their audience an experience to remember. They sought to devise an aesthetically pleasing interactive experience that dealers could use to help potential customers design the car of their dreams. And of course, it was critical for this digital engagement to mirror the same opulent look and feel expected from the NSX.
THE WORK
Horizon worked in tandem with Acura to design a high-end, interactive Performance Console. This custom console was outfitted with a 42 inch touch display and housed a high-performance PC that was imaged and loaded with browser lock-down software.
It was developed with NSX style in mind; enveloped by a credenza outfitted with Italian veneer and microsuede, the same materials used in the seats of the sports car. It also housed samples of paint chips and microsuede to provide potential buyers with a tactile experience that let them get a feel for various interior upgrades.
THE INTERACTIVE TOUCH SCREEN SOLUTION
We worked alongside Acura to develop and deploy a hands-on, luxury car buying experience for their audience on 260 42 inch interactive touch displays across their nationwide dealerships. The final solution transcended the typical on-site sports car shopping engagement, complementing the same luxury design as the NSX itself.
