ABOUT

THE CHALLENGE
The speed at which fashions and technology change has both shortened the attention spans and raised the expectations of the "digital native" generations. With the average car taking up to six years to develop, Nissan needed to revolutionise the way they designed future models to keep young drivers engaged.

THE SOLUTION
Nissan IDx is a new co-creation platform that challenges convention and invites the new breed of drivers to collaborate on a new series of production cars. By combining fresh ideas with their 80 years of experience, Nissan has created a new approach to product development that offers a new take on authenticity.

THE IDEA
To introduce Nissan IDx to the world we partnered with 3D VR pioneers Oculus and created an immersive, virtual world of co-creation that people could literally step into and explore. Designed to adapt to the actions of the user, each journey through the world was unique and gave Nissan vital insights into the needs and desires of this new generation of drivers.