For 80 years Nissan has been looking to the future to stay at the cutting edge of automotive design. In 2013 we helped Nissan revolutionise their creative process once again: inviting young drivers to design their own concept car at the Tokyo Motor Show.

'Nissan IDx' makes the complex process of car design, simple:

In an exclusive partnership with 3D Virtual Reality pioneers, Oculus VR, we created an intuitive design tool that allowed anyone to become a car designer.

A team of 3D specialists created a series of immersive arenas, each one symbolising a stage of car creation. To progress through the design process, users had to choose the option that appealed the most to them. These decisions created their own unique IDx design.

Nissan IDx revolutionised Nissan’s creative process and put the tools of car design in the hands of young drivers. In an exclusive partnership with industry pioneers, Oculus VR, the world's most anticipated gaming technology transformed every Motor Show visitor into an automotive designer. Visitors stepped into an immersive 3D world that made crucial car design decisions easy to understand and contribute to. Each decision the user made modified their unique IDx concept car, transforming it in front of their eyes until their vision was fully realised.

The appeal of experiencing Oculus VR before its release date attracted thousands of young drivers to the Nissan stand at the Tokyo Motor Show. Visitors queued up to 70 minutes and spent an average time of 7 minutes in the virtual world. With multiple IDx stations on the stand, more time was spent creating with Nissan than any other activity at the motor show.

The most popular IDx designs are now being turned into real concept cars by Nissan to be shared with their online community: turning the collaboration model into a real business solution for Nissan.