3M Immersive Experience

Automotive Division

"Tell me and I'll forget; show me and I may remember; involve me and I'll understand." (Confucius)

A full sized simulation theater, developed by Design Group Italia together with Pininfarina and the lighting specialist Robert Miller. The theater is a space where people can directly experience immersive car interiors through new interactions with lighting. It was a part of a bigger project called Project Story, which aimed to use storytelling and experiential spaces to showcase 3M technologies for the automotive market. Project Story won the 2010 internal 3M marketing award.

(Photos, courtesy of Robert Miller)

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Technology prototyping

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Light and Ergonomy

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