VR binocular installation drives crowds at LA Auto Show
EWI Worldwide x Zubr VR Binoculars
In partnership with live brand and design experts EWI Worldwide, we reimagined how auto-show guests could explore a versatile off-road vehicle – without ever leaving the show floor.
Powered by our custom VR binoculars, complete with bespoke content developed by EWI, we created an immersive experience that transported users into a range of rugged off-road environments. This offered a hands-on, self-guided way to discover the vehicle’s capabilities whilst waiting in the test-drive queue.
Designed to increase dwell time, boost engagement, and inject a sense of adventure into the show floor, the experience aligned seamlessly with EWI Worldwide’s wider strategy – maintaining the tone and energy synonymous with their automotive client.
Launched at the LA Auto Show 2025, the VR binoculars installation became a focal point along the test-drive queue and indoor course perimeter, drawing in curious attendees and creating a steady flow of engagement. Thanks to the binoculars’ versatile plug-and-play nature, EWI will continue leveraging the hardware at tradeshows across the states over the next year.
Partners and Data
We worked closely with EWI Worldwide to develop a VR experience tailored to their client’s show-floor objectives. EWI integrated our binoculars into their wider tradeshow build, ensuring the installation felt like a natural extension of the environment rather than a standalone attraction.
From the outset, EWI recognised the potential of the VR binoculars to elevate guest engagement – embracing the format as a way to bring a spirit of exploration and adventure to life on the show floor.
16
Binoculars
+5000
Content views
5
American Auto shows
+38000
Video hits
The Challenge
EWI needed a portable, versatile experience that could enhance the draw of the test-drive experience – and also stand alone at shows where test drives weren’t feasible. The experience also had to work across multiple tradeshows and locations.
Our VR binoculars delivered a scalable solution that could roll out easily across regional auto shows. Built for reliability, our system runs fully offline for smooth performance and stores analytics locally until a connection is available.
These robust analytics, captured by each of our binocular devices, include activation counts, average dwell time, and heat maps of the most-viewed areas. This data can sync in real time to a custom cloud platform and be segmented by device, location, or show.
We engineered durable, show-ready hardware designed for high-traffic environments, complete with high-resolution stereoscopic displays. EWI seamlessly integrated the units into the designated tradeshow area, where the binoculars echoed the feel of America’s national parks, evoking the same spirit of exploration you’d experience whilst off-roading. Reinforcing visual brand identity, we colour matched the binocular heads to the automotive brand’s signature tone, ensuring cohesion across the entire installation.
Above all, the experience needed to feel unmistakably rugged, outdoors-driven, and full of hidden moments to discover. Zubr’s creative hardware brought the adventure to life.
A Virtual Reality Window Into Off-Road Terrain
Guests step up to peer through the binoculars and a spatialised off-road landscape unfolds before them. By physically turning the binoculars, users pan across five distinct terrains – dunes, forest trails, snow, water crossings and rock crawls – each demonstrating the vehicle’s versatility.
Interactive triggers reveal videos, imagery, and key stats, transforming how vehicle features are experienced on a conventional auto-show floor. A built-in narrator highlights standout capabilities, adding another layer of immersion.
Where the test-driving experience isn’t available, the binoculars are paired with a large printed off-road trail map. This acts as a visual cue to what lies within the VR world, encouraging independent exploration and reinforcing cohesive brand storytelling.
LA Trip
During the annual Los Angeles Auto Show, Director Jack and Developer Jake travelled to California to support the installation of the binoculars and offer onsite support for the EWI team.
Beyond the show floor, our immersive package also includes remote monitoring, analytics support, and detailed installation guides to ensure every deployment runs smoothly and delivers consistent results.
Impact
The VR binoculars delivered exactly what EWI Worldwide needed: a high-impact, portable attraction that draws guests into the tradeshow space and scales effortlessly across multiple shows.
The installation increased dwell time, supported steady crowd flow, and sparked post-launch buzz as visitors discovered hidden Easter eggs and shareable moments throughout a truly unique experience – which featured as the only immersive stand throughout the entire tradeshow.
Together with EWI Worldwide, we transformed the auto-show floor into an off-road adventure: one that educates, excites, and deepens guest connection. Our ongoing partnership will see the delivery of additional binocular units for future shows across the US and Canada, alongside new language options tailored to regional audiences.
Rugged, reliable, and easy to deploy, these VR binocular installations will continue to reinforce a reputation for adventure wherever they appear.