Immersive configurators for Brabham Automotives

Client

Brabham Automotives

Sector

Automotive

Tech

Augmented Reality (AR), Virtual Reality (VR), Immersive Apps, Interactive Screens and Installations

A big launch for Brabham

When Brabham Automotives returned to manufacturing, they launched their flagship BT62 hypercar at a gala in London. With only one physical car on display, they wanted guests to explore other customisation options. We delivered both AR and VR configurator tools – enabling attendees to personalise colour, wheels and finishes via iPad, and even immerse themselves in the heritage-charged world behind Brabham’s racing roots.

The challenge

Brabham needed more than a splashy launch – they needed an experience that would communicate craftsmanship, exclusivity and brand heritage, despite having only one car on show. The challenge was to create configurators that feel premium, work in event conditions, and let guests explore customisation live. The VR version added narrative depth, placing users inside a pit garage alongside the BT62 and its Formula One predecessor. It had to be intuitive enough for the general public, precise enough to satisfy enthusiasts, and deliver a seamless experience over both AR and VR platforms.

The process

We created an AR configurator for iPad, allowing users to point at the BT62 model and change finishes, wheels and colour in real time. The VR configurator took things further – giving a full sensory immersion including a heritage experience set in a pit garage alongside the original F1 car that inspired the BT62. Together these tools acted not only as experience pieces but sales-enablement tools, allowing Brabham to extend their showroom globally. Both configurators were optimised for performance and visual fidelity to reflect the premium nature of the brand.

The outcome

The configurators added depth to Brabham’s launch, offering guests more than just a viewing – they delivered personalisation, immersion and brand storytelling. Visitors engaged longer at the stand, exploring customisations they couldn’t physically see otherwise. The VR heritage section reinforced Brabham’s motorsport roots, enhancing emotional resonance. For Brabham, the configurators served as a powerful sales tool – enabling remote showings of the BT62 and its options globally. Feedback indicated that the experience impressed both new and existing customers, lifting perception of the brand as tech-forward, exclusive, and immersive.