The eagerly awaited smart #5, smart's first fully electric premium mid-size SUV, was still under wraps in Europe at the time of ISPO 2024.
But how to offer guests an exciting and inspiring product experience—even before the product physically exists—while maintaining smart's reputation as an innovative company?
WongDoody and Optimist have developed a fully immersive digital storytelling experience designed exclusively for Apple Vision Pro. Using a high-resolution digital twin and native SwiftUI development, users were able to explore the key features of the smart #5—from ambient lighting and display innovations to interior versatility and space design.
The “IN BLOOM” concept seamlessly extended Highsnobiety's physical smart booth by merging virtual nature with the vehicle interior, emphasizing the theme of connecting technology, nature, and adventure far beyond the city limits. As users interacted with the car, it gradually emerged from a blossoming digital environment—a symbolic expression of smart's vision of mobility beyond urban boundaries.
Working closely with Apple, we were able to optimize the production process and fine-tune both performance and user interface to ensure a seamless, integrated AVP experience.
This innovative approach successfully overcame the physical barriers of the pre-launch smart #5, transforming it into an engaging interactive experience. It delivered unprecedented visibility and accessibility to the vehicle's interior, generating significant buzz among ISPO visitors through an exclusive first encounter. The project solidified smart's position as a technological innovator by leveraging the cutting-edge Apple Vision Pro and effectively communicated the car's core message via immersive storytelling and the "IN BLOOM" theme. Ultimately, the experience demonstrated how spatial computing and Digital Twins can meaningfully enhance product storytelling and elevate the standard for immersive brand experiences.
Read more on the WongDoody x smart partnership in smart's newsroom
