The #imagineQ7 show is the main automotive premiere of 2015. The first 100 lucky people who put on VR-helmets at the Audi Q7 presentation in the Garage Museum can safely consider themselves the world's first viewers of a virtual reality cinema and pioneers of a new era of event marketing.

That evening there were seven more sessions in a row, and our "cinema" among the first 700 spectators saw Ivan Urgant, Victoria Modesta, Leonid Parfenov, Polina Kitsenko, Sergey Mazaev, Anton Belov, Daria Malygina. A month later VR-cinema went on tour to St. Petersburg and Chelyabinsk. So a total of 2,000 people sat behind the wheel of the virtual Audi Q7. They sat down in slight confusion - they came out of the "trance" with eyes full of pure delight, oohing and aahing and telling each other their impressions.

"The presentation of the new Audi Q7 was a real breakthrough in the event industry, and we were the pioneers of VR-technologies in the automotive market;
Ekaterina Pokidova, Audi Russia

The interactive cinema, built according to DEPARTÁMENT's idea, looked minimalistic and in the best traditions of sci-fi blockbusters. A hundred snow-white bar stools - and the same number of Samsung Gear VR concept helmets. (The latter, by the way, we tested long before the start of official sales.) All the most interesting things started after the guests put on the glasses and plunged into the alternative world of Audi: the walls in the room began to crumble, the ground began to move out from under their feet, and the course was set, no less than to the moon.

The partners from Sila Sveta and Interactive Lab helped us to write the visual script, synchronise the work of a hundred VR-helmets at once and translate the idea into 360-degree graphics. And thanks also to partner NEXT CONNECT. Together we managed to take the audience on a thrilling space flight, drive the Audi Q7 around the metropolis at new speeds, show in detail the interior of the crossover and unobtrusively talk about all its advantages. At the end of each session, a "live" car was magically teleported into the installation area.