Mcnabb Roick’s Immersive Experience For Lincoln

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By Stacy Wyatt

On February 9, 2017, renowned Toronto event producer, McNabb Roick transformed Waterworks into a fully immersive environment for Lincoln.

To support Lincoln’s brand reinvention, Lincoln Motor Company of Canada, Ltd. invited media and influencers to attend a VIP reception and dinner for the unveiling of the all-new 2017 Navigator Concept and to reintroduce them to the distinguished brand.

During the reception, unique sensory environments were created to showcase the craftsmanship, sound, beauty and design that have set Lincoln apart. Guests were invited to experience Lincoln’s exclusive Revel sound system in an immersive sound room that transported them to downtown Toronto and the jungles of Borneo.  A Mirror and crystal space was created to encourage guests to reflect on the design and beauty of Lincoln in an environment that surrounded Lincoln’s flagship vehicle, the all-new 2017 Lincoln Continental. Guests also had the opportunity to try a virtual reality Lincoln experience and watch a live artist installation.

As the dining room space was revealed from behind gorgeous draping, an electronic harpist towered high above the guests while neon inspired art moved along the custom designed tables and ended up on a large blank screen with a slowly detailed outline of the Navigator Concept.  When the projection was complete, the screen dropped revealing the Concept.

Throughout the evening, visual images were projected on the tables creating a “video dining show”. The five senses experience was complemented by a dinner created especially for the evening by internationally acclaimed chef, Susur Lee.

Supplier: Westbury National
Photos courtesy of Ryan Emberly and Henry Lin

“Together with our event partner, McNabb Roick, we were able to create a magical event that surpassed our objectives and helpead us to tell our Lincoln reinvention story in a highly immersive and memorable way.”

— Lincoln Representative