The MINI Cooper Virtual Showroom: Redefining the Future of Automotive Retail with Real-Time Customization in Immersive Experiences


Modeled, textured and faithfully recreated in painstaking detail, the MINI Cooper virtual reality experience set a benchmark for the photorealism and accuracy achievable with the present VR hardware. Built for the HTC VIVE, the experience provided users with the excitement of being at a car launch, before allowing them to walk around the car, open the door and sit in the driver’s seat. Then, with the help of an intuitive user interface, they were able to personalise the vehicle to their taste – switching through colours, tyre rims and multiple fabrics for the seats.

Experiences such as this can be installed at showrooms, exhibitions and customer experience centres.

Purchasing a car is one of the most exciting milestones in an individual’s life, and it is hard for showrooms to stock every variant of every vehicle. Experiences such as this, which can be installed at any showroom, kiosk or exhibit, with minimal hardware – are key to providing users with a unique, intensely personal experience in the showroom.