Mexico. Ford Motor used the 3DEXCITE app, powered by Dassault Systèmes' 3DEXPERIENCE platform, to create the exciting virtual reality experience that transported attendees to the top of the Empire State Building where they were able to build the sporty Ford Mustang.
"Mustang over Manhattan," housed in the FordHub experience center at New York City's World Trade Center, is a facility open to the general public that allows attendees to learn, have fun and experience the iconic 1964 moment when Ford physically installed a Mustang atop the Empire State Building.
With the help of Dassault Systèmes applications, a fully immersive virtual reality experience was delivered with an incredible level of detail, interaction and realism. In the test, the features of the high-end 3D virtual Mustang were appreciated in real time, with an expandable size in 1:1 scale and in 4K resolution.
The experience started with the HTC Vive helmet connected to a monitor (HMD). Visitors to the FordHub are often immediately drawn to the hyper-realistic digital scene that recalled the moment when Ford physically put a Mustang on the roof of the Empire State Building.
Then, the ascent to the highest part of the building begins, where they are guided to reassemble a Mustang that had been divided into three parts, as Ford gave the order to do in 1964. Visitors have a 360-degree view of Manhattan from there – including a fully armed, bright yellow Mustang. Users can even "step out" into a narrow hallway that's right on the edge jutting out into the building.
"With Dassault Systèmes' 3DEXPERIENCE platform, Ford is able to deliver a premium digital experience to create sensations and emotions with the legendary Mustang," said Oliver Sappin, Vice President of Transportation and Mobility Industry Solutions at Dassault Systèmes.
He added, "We are excited to be a part of this innovative effort to give FordHub visitors a virtual experience they will never forget. Our apps help automakers leverage animated content, 3D marketing games ("gamification") and virtual reality to spark consumers' imaginations and create a strong emotional connection to the brand. Placing a Mustang at the top of New York City has never been easier."
