To introduce this campaign, Nissan challenged five artists to create imagery of the ARIYA in five locations across the UK, including London, Birmingham, Manchester, Leeds and Liverpool. The artists – Retro Manni (Birmingham), Tishk Barzanji (London), Janice Leung (Leeds), Neil Keating (Liverpool), and Antidote (Manchester) were all given different briefs that allowed them to express their own unique design style, whilst showcasing their interpretation of the ARIYA’s design language.
Although these pieces were all different, they all have the same theme running through, that the ARIYA is a ‘ray of hope’ within each of their cities, so each piece integrates the ARIYA’s Japanese inspire design, and with the artist’s on personal stories, resulting in an authentic and expressive pieces.
The artwork, will be showcased in both digital and large format outdoor sites, allowing you to enter the Nissan metaspace experience to explore the artwork by scanning the QR code. Users will then be directed to the electrified art landing page where they can start to explore the room. The environment will automatically load and instructions given as how to connect two electric power leads together to open the artwork portal and move around the electrified city, the Nissan ARIYA will descend onto a platform in the centre of the room whilst users can explore each piece of art.
Nissan GB Marketing Director Nic Thomas said “The Japanese timeless design and innovation of the ARIYA allows us to influence and explore new ways of communicating with our customers and I am very excited to be able to promote Nissan as one of the first Car manufacturers to utilise the Metaverse in this immersive and inclusive manner. This is the start for us to continue to explore and test and learn new ways of bringing our electrified brand stories to life and showcase our own product innovations in an environment that fits with our innovative leadership brand values”.
Barry Christie, Global Creative Lead at Meta Creative Shop said: “With the Nissan Electric Lab you can get really close to the new Nissan ARIYA and the campaigns artists electrified artwork; in fact, you can literally step into it with a Meta Quest headset for a fully immersive experience or explore it in 3D on your mobile or computer.”
The metaverse is a continuum of experiences ranging from a 2D video, to AR, to entirely immersive 3D VR worlds, all stitched together to form the next iteration of the internet. Although the Metaverse will be built over the next decade, Nissan is one of the first car brands to take an exploratory step into the metaverse utilising existing 2D and 3D VR building blocks to create an immersive art experience.
The ARIYA is available to order, and having already won the Auto Express Car of the Year 2022, the ARIYA will be a gamechanger within the automotive industry.
Find out more about the Nissan ARIYA
Find out more about the metaverse: www.nissan-electrified-lab.com
