Scion's Surface Experience Mixes Music, Art and Design to Re-Invent the Auto Show Experience for Millions of Consumers

NEWPORT BEACH, CA--December 20, 2011: Scion and its experiential agencies JUXT Interactive and George P. Johnson have teamed up to bring the iconic brand to life through an immersive digital experience called the Scion Surface Experience. Scions Surface installation is engaging millions of consumers nationwide now and throughout 2012 at major auto shows through branded content, user participation and sharing.

“The Scion Sx was a blast to design and build. We enjoyed every second of it. We had to pinch ourselves to remind us this is work”

At the heart of the installation is a deck of eight unique cards that interact with a touch-based Surface table, for which JUXT teamed up with fine artists from around the world and musicians from Scion's A/V label to make the cards as collectible as they are functional. A video overview can be found here: Vimeo.

When a card is placed on the surface, the table reveals photos, video content, regional sales info, and localized events. When the card is flipped over, it triggers a piece of a song (e.g. beats, bass or vocals). Placing all eight cards will play the full song, allowing the guests to remix the song in their own unique way.

The goal is to empower consumers to self-guide their way through the content, mix and create their own personalized brand experience and then share that with others, onsite and off, through truly social media.

"As a brand, Scion has made a huge commitment to support independent artistic expression. We reinforced that commitment by creating an experience that allowed visitors to express their creative sides," said Steve Hatanaka, Auto Show and Events Manager at Scion. "We're seeing strangers, family and friends come together, create and share in ways that exemplify Scion's products and brand promise."

"The Scion Sx was a blast to design and build. We enjoyed every second of it. We had to pinch ourselves to remind us this is work," said Jeff Whitney, Creative Director at JUXT. "More than just cars, Scion is a world of style, art, music, and culture. Our objective was to connect the dots and bring it all together in one place, to dimensionalize the vehicles. We wanted to expose the audience to everything Scion is and give them an unforgettable experience they'd talk about long after they'd left the show. I give props to our clients for challenging us and giving us the opportunity to push the boundaries of auto show engagements together."

JUXT Interactive is an award-winning interactive design agency with offices in San Francisco and Newport Beach. With a commitment to human engagement, JUXT partners with business leaders to design and develop groundbreaking, cross-platform solutions to meet the ever-increasing demands of the marketplace and digital culture. JUXT is a part of Project: WorldWide, the leading independent engagement marketing agency holding company .