Volvo XC90 virtual reality at the LA Auto Show with Google Cardboard

VolvorealityhVolvo claims it will be first automotive brand to use Google Cardboard virtual reality to demonstrate the Volvo XC90 at the Los Angeles Auto Show.

After downloading the Volvo Reality app and inserting their phone in the Google Cardboard, viewers will be transported into an XC90 where they can immerse themselves in the sights and sounds of the car on the open road. We think that Google Carboard looks like a slide viewer the ViewMaster expect it is connected to an Android phone.

In fact Google calls Cardboard, a no-frills enclosure that transforms a phone into a basic VR headset. It is made out of cardboard and lenses. Google offers instructions how make the headset yourself. However, Volvo is most likely offering its own branded Google Cardboard viewers.

Google Cardboard transports people into a 360-degree world where they can explore and experience the next-generation luxury SUV, months before it’s in dealerships.

The experiences let users immerse themselves in a stunning natural landscape, the interior of the car, and the road itself. The first in a trilogy, “Friday Getaway” begins in an open field, takes you far up into the mountains, and culminates in a stunning look at a star-filled sky. Future episodes will continue the journey. The experience also includes a custom soundtrack to complement the test drive.

R/GA created the concept with Volvo and led the design, technical development and implementation of Volvo Reality. Framestore used its virtual reality expertise to film and create an unparalleled test drive in multiple dimensions.

Volvo’s XC90 will be in the South Hall Lobby of the Los Angeles Convention Center from November 18 to 30, 2014.