Experience Design for Ford Hub

INSIGHT

Auto buying habits have changed. Ford knows this and took the bold step to begin reinventing themselves as a modern mobility company.  

IDEA

To showcase these efforts my team and I were brought on to develop the Ford Hub, an immersive branded retail experience, designed to connect with a new generation of consumers.

I approached this retail experience as "a campaign you can inhabit" and was tasked with envisioning the approach and the various experiences in the Hub as well as defining the data and connection strategy.

Launching initially in the Oculus Center in New York City, additional Hubs are planned for Shanghai, London, Los Angeles and San Francisco.

Ford’s goal with Hubs is not only to educate about their innovation initiatives, but to shift peoples perception of who they are as a brand.  To do this, we needed to make sure they were walking the walk with the experiences in the Hub.

We Partnered with Framestore, an Oscar award winning UK based production company to execute “the world” inside the Hub through real-time generative graphics using the UnReel video game engine.  

This combination of high end graphics and ultra-realistic environments creates an immersive platform to unveil Ford’s next chapter.

To ensure that Ford is capturing data at every point along the way, I partnered with Ford's internal IT team to introduce the Hub Key.  This key became the mechanism for guests to “check in” to each experience in the hub, collecting digital souvenirs along the way.  

Through the Hub Key Ford is able to connect guests to Ford Hub experiences from anywhere and those who have configured their dream car to dealers who can make test driving and owning those cars a reality.