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Putting a Mustang on top of New York has never been so easy

04 April 2017

Ford have created a virtual reality experience that transports individuals to the top of the Empire State Building where they can build a Ford Mustang sports car.

Ford used Dassault Systèmes’ 3DEXCITE applications powered by the 3DEXPERIENCE platform to create the high-adrenaline virtual reality experience.

“Mustang over Manhattan,” housed in the FordHub Experience Centre in the World Trade Centre in New York City, is an installation open to the general public that lets them learn, have fun, and experience the iconic moment in 1964 when Ford put a physical Mustang on the top of the Empire State Building. With the help of Dassault Systèmes’ applications, this delivers a fully immersive virtual reality experience with an incredible level of detail, interactivity, and realism. The experience features a virtual Mustang in high-end 3D and in real time, scalable up to 1:1 size and 4K resolution.

The experience begins with donning the HTC Vive head mounted display (HMD). FordHub visitors are immediately enveloped in the hyper-realistic digital scene that recaps the moment when Ford put the physical Mustang on the top of the Empire State Building. Next, they begin the ascent to the top where they are guided to reassemble a Mustang that has been dissected into three parts, as Ford did in 1964 in order to physically place the Mustang on the building. Visitors then have a 360° view of Manhattan - one that includes a fully assembled, bright yellow Mustang. Users can also “walk out” on a narrow plank that juts over the edge of the building.

“With Dassault Systèmes’ 3DEXPERIENCE, Ford is able to offer a premium digital experience that creates excitement and emotion around the legendary Mustang,” said Olivier Sappin, Vice President, Transportation & Mobility Industry, Dassault Systèmes. “We are excited to be part of this innovative effort to give visitors to FordHub a virtual experience they won’t forget. Our applications help auto manufacturers leverage animated content, gamification and virtual reality to spark consumers’ imaginations and create a strong emotional connection with a brand. Putting a Mustang on top of New York City has never been so easy.”

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