570S Model Launch

ESP Presents supported McLaren on its local initiatives to position the automobile brand amongst its rivals in the market. Of note, ESP Presents concepted the launch of the 570S model, and embraced the juxtaposition of old and new. The launch was hosted at the Chicago Chop Shop for its art-district location and its historical existence as a former auto garage, spanning generations of auto enthusiasts. 

Among the innovative guest experiences were a dramatic projection showcase, real-time car configurator kiosks, and a mobile-based VR demo which highlighted McLaren’s dynamic engineering and brought to life the duality of the brand’s astounding track performance combined with astonishing road drivability.