Amaze has unveiled a daring new driving experience for Lexus Europe, as a centrepiece to its new NX launch campaign, ‘Striking Angles’.

Amaze developed this incredible new driver experience for Lexus using the revolutionary Oculus Rift (OR) virtual reality technology. Using the very latest DK2 OR headsets, consumers are able to virtually experience the car via an immersive and interactive car configurator, allowing users to create their own NX by selecting from a range of features.

Consumers also have the opportunity to enter into a virtual driving experience, to test-drive the car through a multi-dimensional urban landscape and to experience the NX in a truly unique and personal way. It makes up a key part of the Lexus’ launch campaign, Striking Angles, which announced its partnership with recently.

Working closely with OR, the technology took the team at Amaze six months to build and as a digital first for consumers and for the OR system, the NX driving experience pushes the boundaries of the technology and presents an innovative approach to car buying.

Alain Uyttenhoven, Head of Lexus Europe, said: “The ground-breaking new technology, which provides consumers with an immersive virtual experience, very much mirrors the tone and stylisations of the Lexus Striking Angles campaign. It is an integral part of the launch – offering consumers a unique and personal way to experience the NX – building anticipation and creating a buzz.

“We are really excited to break new ground and keep our brand at the forefront of innovation in the digital space.”

Rick Curtis, Chief Strategy Officer from Amaze, said: “The virtual experiences we have created are at the very forefront of technology and design innovation. As well as positioning Lexus as a dynamic digital innovator, OR has allowed us to tell the story of the NX to consumers within a highly stylised, unique world, which we believe represents a stunning consumer experience, thus driving interest in, and desire for, the new NX.”

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Published on: 3:05PM on 20th October 2014