PAGANI 360 VIRTUAL SHOWROOM
Automotive CGI / 360 virtual experience
Year
2024
Design
INNA3D
Category
Automotive CGI / 360 virtual experience
Visualisation
INNA3D
Software used
ABOUT
Pagani's exposed mechanisms, sculpted surfaces and obsessive finishing demand more than a rotating product shot.
Most virtual showrooms begin with software. We began with the cars. This self-initiated project had one clear standard: the room had to sharpen the objects, never compete with them.
INNA3D designed the architecture and room, digitised the Zonda Cinque Roadster, Huayra Roadster, Utopia and Imola, and built the materials and lighting for each model. We then created a digital experience with three 360-degree viewpoints per car, interior views and audio descriptions. It still attracts attention online because it gives people somewhere to go, not another image to scroll past.
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The Brief, Closed
A SHOWROOM THAT EARNS ATTENTION
Rare cars do not need more spectacle. They need time, access and control. This showroom lets viewers move between exterior and cockpit, choose where to look and stay with the details. Because INNA3D designed the room, digitised every car and built the materials, lighting and interaction as one system, the experience feels authored rather than assembled. Its continued online attention is the cleanest proof of the idea: create something people want to enter, and they will keep finding it.
Concept, architecture and virtual interior: INNA3D · Vehicle digitisation, materials and lighting: INNA3D · Digital experience: INNA3D, with Ignition VR · Project: Pagani 360 Virtual Showroom · Self-initiated · 2024.