OSRAM CES 2020

OSRAM is a market leader in lighting and autonomous driving solutions across the world, and at CES 2020, their strategy involved putting their technology front and center. The unique challenge presented to us was to design an interactive engagement that put these technologies front and center, and to bring them to life to generate enthusiasm among CES attendees.

With this in mind, we conceived and developed the Rinspeed XRay Experience, an app designed to highlight OSRAM components within a Rinspeed vehicle present in the booth, as well as to educate attendees on the solutions that OSRAM technologies provide.

The app consists of a mounted navigation system sitting in front of the XRay screen, which moves back and forth along a motorized track. As the XRay screen moves, it reveals the XRay overlay of the vehicle behind, highlighting key OSRAM technologies present in the vehicle. Once a technology is chosen on the navigation screen, the XRay screen moves into position, bringing focus to the component. From there, a scripted story sequence begins, which both educates and entertains attendees.

Key Features:

• Unique, eye catching experience that draws attendees

• Motorized track hardware, controlled via navigation app

• Makes complex technologies relatable to average attendee