Feel The Space
A unique immersive experience that pushes the boundaries of luxury and well-being.
Iris Worldwide / Bentley
Mandate
To create an immersive and innovative experience showcasing the psychological benefits of the Bentayga EWB’s interior. The goal was to highlight the vehicle’s comfort, spaciousness, and unique features while emotionally engaging participants through an interactive and personalized approach.
Solution
An immersive activation was designed around an interactive meditation experience inside the Bentayga EWB.
Participants are invited to sit in the rear of the Bentayga EWB, where a specialized headset measures their brain activity and heart rate. A screen installed in the back of the vehicle reacts in real time to their neural activity during a short guided meditation session, highlighting the calming impact of the environment.
At the end of the experience, each participant’s brain data is transformed into a unique digital artwork, similar to an NFT. This visual representation, which can be downloaded and shared on social media, enhances engagement and extends the experience beyond the session itself.
Results
Participants experienced firsthand the calming effects of the Bentayga EWB’s interior, fostering a deeper emotional connection with the brand.
The personalized digital artwork encouraged users to share their experience on social media, amplifying the activation’s visibility.
This innovative approach positioned Bentley as a forward-thinking brand, seamlessly blending luxury, technology, and well-being.
