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We joined forces with Sport Vlaanderen and Studio Hyperdrive to deliver an extraordinary, immersive cycling experience at the Lotto Belgium House during the 2024 Olympic Games in Paris.
This activation was designed to blend advanced extended reality (XR) technology with the physical challenge of cycling, providing visitors with a unique opportunity to race virtually through the streets of Paris against Belgian Olympic medalists Remco Evenepoel and Lotte Kopecky.
Sport Vlaanderen sought to create an innovative, interactive experience that would engage fans at the Olympics and promote their mission of encouraging sports and physical activity across Flanders. The challenge was to create a captivating and technologically advanced cycling experience that would not only attract attention but also provide an authentic and exhilarating racing sensation for the participants.
Far Far Away developed a cutting-edge immersive cycling experience using advanced XR technology paired with a smart indoor trainer. The system was designed to simulate the dynamic streets of Paris, offering a realistic racing environment where visitors could challenge themselves against the virtual representations of Belgium's top cyclists. This experience was hosted at the Lotto Belgium House, located in the prestigious Salons Hoche, just steps away from the iconic Arc de Triomphe.
The activation was meticulously crafted to ensure maximum engagement and realism. Visitors to the Lotto Belgium House, which hosted over 30,000 fans during the Games, were invited to compete for the fastest time on the virtual course. High-profile figures such as Premier De Croo and Elodie Ouedraogo set benchmark times, sparking a wave of competition among more than 1,000 fans who attempted to beat their scores.
The experience aligned perfectly with Sport Vlaanderen's goals of innovation and participation. The seamless integration of Far Far Away's technology allowed for an engaging, competitive, and memorable experience that resonated with visitors of all ages.
The immersive cycling experience was a resounding success, not only drawing large crowds but also creating a buzz around Sport Vlaanderen's efforts to promote sports and physical activity. The innovative approach taken by Far Far Away demonstrated the power of combining cutting-edge technology with interactive sports experiences, delivering both entertainment and motivation for fans to engage in physical activity.
By the end of the Olympic Games, the cycling challenge had become one of the highlights of the Lotto Belgium House, engaging a stunning total of 1778 participants. Showcasing the potential of XR technology in sports activations and solidifying Far Far Away's reputation as a pioneer in creative technology solutions.
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