Jaguar turned to virtual reality to unveil its all electric I-PACE Concept car at this year’s LA Auto Show. Working with Imagination and Rewind, Jaguar was able to simultaneously transport 66 guests in LA and London to Venice Beach, through HTC Vive Business edition headsets. While on the beach (virtually at least), the guests were introduced to a first look at Jaguar’s latest car.

CEO and founder of Rewind, Sol Rogers, said: “Pushing the boundary of whats technically possible and redefining an entire industry was exhilarating. The collaboration with Imagination allowed us to completely re-think the product launch. This is the first time virtual reality has been used to unite geographically separate groups in the largest social VR and multiverse automotive launch.”

After previewing the vehicle’s exterior, guests were transported into the driver’s seat for closer look at the Concept car’s interior design and hidden details.

Ross Wheeler, Imagination’s head of automotive, said: “Not only has Jaguar showcased its car of the future, by choosing to use Social VR technology in this way, they have redefined the product launch, setting the benchmark for any consumer brand experience, in any sector, for years to come.”

The launch may see a significant shift in the way that brands unveil their latest products in the near future.