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A visitor mimics Rolls-Royce's famous 'Spirit of Ecstasy' icon.
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Rolls-Royce plays on the inclusion of a branded umbrella inside every vehicle.
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Rolls-Royce wants to emphasise the craftmanship that goes into its vehicles.
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Visitors can choose a colour from the Rolls-Royce palette, then watch the room change hue.
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Beacon technology will bring exhibits to life on visitors' smartphones.
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Rolls-Royce plays on the inclusion of a branded umbrella inside every vehicle.
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The exhibition is taking place at the Saatchi Gallery in London, and takes a creative look at the craftmanship that goes into Rolls-Royce vehicles.
In one room, visitors can mimic Spirit of Ecstasy, the famous Rolls-Royce bonnet ornament of a woman with her arms outstretched. A video wall in one room will emulate a visitor's pose through light particle animation.
In another, visitors can choose from the Rolls-Royce vehicle colour palette through a digital display, then see the room change colour to match.
The idea is to bring Rolls-Royce vividly to life for consumers who may never actually buy one of the high-end vehicles themselves.
Torsten Müller-Ötvös, chief executive, said: "For a long time we have been inspired by the notion that Rolls-Royce captivates an audience far beyond those that choose to commission one of our motor cars."
Brand: Rolls-Royce Motor Cars
Agency: Imagination
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