“Vyra turned our stand into a real moment at Goodwood. The team made a complex build feel simple and calm and the work elevated our brand with content we are proud to share.”
When MG Motor debuted their Cyber X their latest and most innovative concept car yet, at the gloriously noisy celebration of motorsport that is the Goodwood Festival of Speed, they needed more than a traditional brand stand. They needed to make a statement.
The launch of the MG Cyber X SUV was a defining moment for MG Motors. Its smooth and confident design is both a nod to MG’s history and a clear indication of the brand’s future.
Working within the setting of the Goodwood Festival of Speed, well-known for its own singular blend of heritage and invention – we created an installation to highlight MG’s story of innovation and intelligent design.
And we made sure it was a story nobody could miss. In a ‘festival first’ we collaborated with our trusted partners to design, build and fit an anamorphic LED cube the size of a three-storey townhouse. This striking installation featured both physical and digital content including 3D car models, anamorphic films and illusions.
“Vyra turned our stand into a real moment at Goodwood. The team made a complex build feel simple and calm and the work elevated our brand with content we are proud to share.”
JASMINE JIANG
“Vyra turned our stand into a real moment at Goodwood. The team made a complex build feel simple and calm and the work elevated our brand with content we are proud to share.”
JASMINE JIANG
From afar, the installation acted as a brand beacon for MG. Up close, the combination of our creative teams’ architectural boldness and technical innovation ensured the installation felt like a single and cohesive structure, easily accessible for visitors.
Once inside, motoring enthusiasts and industry professionals were able to explore the future of MG design and preview the Cyber X from every angle, including those much-admired pop-up headlights. Media coverage amplified the launch further. The scale and impact of the installation, paired with the intimacy of the interior space, made it one of the most photographed and shared moments at the festival.
The result? A standout activation that cut through the Goodwood noise, introducing the MG Cyber X with a statement as bold as its design.
