SpecialGuest helped manifest NIO's in-car user experience in a way SXSW attendees could experience and feel. The resulting concepts feature an immersive, simulated driving experience within an interactive car pod, stationed alongside a living room style gallery installation with the UI displayed as visual art on the walls. The transition (or commute) between home, vehicle, and office is erased as everything becomes fluid.
SpecialGuest also collaborated to create an experiential film expressing NIO’s vision for autonomy as a way to bring your favorite spot with you wherever you go. It debuted during NIO CEO Padmasree Warrior’s keynote.
By imagining a warm, personal future for autonomous driving, we differentiated the brand from better-known competitors and laid the groundwork for NIO’s forthcoming launch in the U.S. market. Over 6,000 SXSW attendees experienced NIO that weekend and were able to imagine themselves as early adopters of NIO’s car of the future.