Client: Hopscotch | Event: Nissan Patrol New Launch | Location: Abu Dhabi, UAE
From Dune to Screen: Experiencing Patrol’s 360° Journey
The client's brief
Nissan commissioned Electra to deliver a launch experience that would honor the Patrol’s rich legacy while showcasing its future-forward innovation. The goals were clear:
- Celebrate 70 years of heritage
- Strengthen Nissan’s brand positioning in the Middle East
- Engage media, stakeholders, and customers through an emotionally resonant experience
- Generate global buzz for the seventh-generation Patrol
What we delivered — a project snapshot
Concept
Electra transformed the traditional car launch into a multi-sensory, theatrical journey. Themed Middle East Odyssey, the event blended cultural storytelling, live performance, and immersive technology to position the Patrol as both a regional icon and a global symbol of innovation.
- A 360° narrative experience combining poetry, dance, and product reveal
- Emotional storytelling with the Patrol as the central protagonist
- Hybrid format with real-time subtitles and full accessibility
Design & Execution
In collaboration with Hopscotch, Electra delivered a bold, architectural and sensory environment:
- Sculptural dune centerpiece: 7m high, 85m wide—symbolizing desert heritage and serving as the reveal stage
- 360° projection mapping: 40 projectors animating landscapes across venue surfaces
- Heritage zone: 3,000 m² gallery showcasing all six previous Patrol generations
- VIP Majlis lounges: Designed for comfort, elegance, and cultural relevance
- Broadcast-quality show flow: Seamlessly choreographed for live and digital audiences
- Fully accessible venue: Inclusive design for guests with reduced mobility
Setup Time: 5 days
Challenges? Seamlessly Solved.
Behind the visual spectacle was a feat of logistics, engineering, and creativity:
- Ultra-fast turnaround: 60+ trucks, 22 tons of gear, and full venue transformation in just 5 days—enabled by modular fabrication and precision planning.
- Iconic dune build: A 7m x 85m sculptural centerpiece, engineered for safety and drama.
- 360° projection mapping: 40 projectors, 2,200 m² of seamless visuals, flawlessly aligned.
- Global tech integration: 20,000+ plug converters and multilingual AV teams ensured smooth operation.
- Dual-format delivery: Designed for both live and broadcast audiences, with accessibility at its core.
