Bentley was seeking to engage potential clients in the upmarket Conservatorium Hotel, but it was considered impractical to have physical cars in or near the site. That’s where Sony and AVEX came into play.
The solution was to create an AV presentation that enabled consumers to experience and interact with Bentley cars, and allow them to create their own cars. At the core of this was Sony’s groundbreaking content management and interactive display solution, the Vision Presenter. This solution is able to handle multiple AV content sources.
Through Vision Presenter, staff can summon a number of product videos, brochures, images and web pages. Bentley used the system with the VPL-GTZ1 4K ultra-short-throw laser projector to create a visually stunning presentation.
Easily the star of the show was the vehicle configurator. Visitors to the hotel were able to choose their preferred Bentley model and customise every aspect of it, including body paint colour, wheels, interiors and any extras.
By being able to show 4K images, the VPL-GTZ1 projector brought the Bentley to life and ensured high-quality and high-impact visuals for visitors. Anouk van Splunteren, the brand representative for Bentley Amsterdam, said of the partnership: “Images from Vision Presenter displayed on the Sony 4K laser projector are just amazing quality: it’s almost like seeing reality.
“If you walk into an ordinary car dealership, the chances that you’ll find your exact model — specified precisely the way you want it — are pretty non-existent. Digital content is definitely the future of car retailing. Our virtual configurator is a really great way to give customers an accurate experience of how their actual car will look. The very first customer to try the configurator in our store said that he felt like he was actually witnessing the birth of his new Bentley!”