Enter the world of holoride
holoride takes everyday journeys and transforms them into hyper-immersive experiences by combining navigational and car data with XR. In doing so, holoride is creating a completely new content and media category: Elastic Content. This technology has the power to change backseat entertainment forever, opening up a new layer of immersion in games, educational content, and many more use cases.
holoride in action
Disney x Audi
Rocket’s Rescue Run was our first public holoride demo, which we showcased at CES 2019 on the famous SpeedVegas racetrack. It’s an action-packed, deep-space VR experience based on the Marvel character Rocket Raccoon, known from Guardians of the Galaxy.
Discovery Channel x Porsche
We debuted our very first implementation of edutainment at the IAA Mobility 2019 in Frankfurt (GER) in collaboration with Porsche and the Discovery Channel. It was also how we chose to showcase the use of 2D content within a virtual environment.
Universal x Ford
We teamed up with Universal Pictures and Ford to plunge riders into the mysterious world of the Bride of Frankenstein. At Universal CityWalk in the heart of Hollywood, riders accompanied the Bride on a journey to deliver a message to Frankenstein himself.
Elastic Content: A whole new media experience
At holoride, we’re building nothing less than the platform for the future of in-car entertainment—connecting mobility and media in a way that’s absolutely seamless.
Our vehicle localization software syncs content with the vehicle’s motion, position, and map data in real time—creating an entirely new level of immersion. You start to feel what you see!
At the same time, this real-time synchronization can actually reduce motion sickness, enabling more passengers to enjoy visual content in cars. We call this new content category for vehicles Elastic Content—the word “elastic” reflects the content’s adaptive behavior and nonlinear characteristics, which allow passengers to enjoy constantly changing experiences that adjust to their route.
Three aspects that make our content elastic:
It’s not the content that influences how the driver drives, but the other way around: the content has to react to the driving route and style, and developers cannot assume the motion will be derived from the content.
Traffic around the vehicle plays a vital role. Stop-and-go traffic and downtown traffic jams during rush hour will result in a different experience than driving at night. This has to be considered during the experience development process.
Most importantly, the roads and world around the vehicle will define the environment that the passenger experiences in VR. Our Elastic SDK generates content based on map data and helps to incorporate actual surroundings.
Layering the world around you
Elastic experiences are separated into three different layers. Each layer hosts a specific kind of content, while making sure the user experience is consistent, captivating, and seamless. All layers are an integral part of every elastic in-vehicle experience to offer the best user experience.
Whether you tell your stories through a movie, short, or trailer, you can simply let the other layers do the heavy lifting to support the user’s sense of balance and spatial orientation. This means you can focus on getting your stories to shine without having to worry about anything else.
The three layers explained
The world layer
is probably the most advanced and prominent aspect of Elastic Content. This is what the user experiences. You can create spectacular worlds and designs with the Elastic SDK. Aside from its visual appeal and role in telling the story, the world users travel through is also crucial to avoiding the motion sickness and discomfort that result from a lack of information for their sense of balance and spatial orientation.
The 2D layer
is an area in front of the user that hosts 2D content (video, 2D gaming, texts, graphics, menus, etc.). It can be part of a bigger elastic experience or the main stage for the stunning 2D stories you want to tell. This layer is anchored to the vehicle’s orientation and has advanced comfort features that ease the consumption of content (e.g. avoiding motions sickness) while giving you full control over it with a range of customization.
The vehicle layer
is a combination of several layers that serve to ensure user safety while also giving creators space for customization. As a content layer in close proximity to the user, it is suitable for visualizing any type of vehicle interior and for placing UI elements or smaller menus. The vehicle layer also visualizes the motion and direction of the real-world vehicle and hosts holoride’s core functionalities, which are required for any experience.
Enter a world of infinite possibilities
Leveraging the power of motion synchronization in real-time for unparalleled in-car gaming experiences or video streaming
Enabling interactive learning and historical sightseeing to explore the world with highly engaging and educational content at every turn
Facilitating a productive, virtual (desktop) environment for working while on the go, such as catching up on email or video conferencing
Creating mindful and relaxing experiences to unwind while enjoying a scuba dive under the sea or flying over the rain forest