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The Nissan Patrol Middle East Odyssey
Nissan unveiled the 7th generation of its iconic Patrol SUV during a global launch in Abu Dhabi. This reveal celebrated the 70-year legacy of this desert icon by highlighting its history while showcasing the USPs of this new vehicle.
To unveil this vehicle, Nissan Middle East relied on the expertise of Hopscotch Event with the ambition to recreate and bring the desert (which is at the heart of Patrol’s DNA) inside the ADNEC Marina Hall to transport participants through a true 360° mapped odyssey.
A Memorable Journey into the World of the Nissan Patrol
The Nissan Patrol Middle East Odyssey is much more than just a reveal: it’s an immersion into the world of the iconic Nissan Patrol, where passion, history, community, design, and technology intertwine. Every element has been meticulously selected to highlight the heritage of this vehicle while looking towards the future.
An Exhibition Space Where Past and Future Meet
Like a true museum, we have gathered the 6 generations of Nissan Patrol in a 3000m² space. Our goal here was to highlight the heritage of this vehicle that has spanned eras by adapting to technological advancements and drivers’ needs while maintaining its unique identity. A dreamlike decor has been installed above these icons, reminiscent of the shifting shapes of dunes, to enhance their curves. The new USPs and onboard technologies of this 7th generation have also been showcased in dedicated areas. Majlis and VIP spaces have been specially designed to welcome guests in a luxurious setting, offering comfort and exclusivity, while highlighting the elegance and craftsmanship associated with this vehicle.
A Multifaceted Reveal
Throughout the reveal, designed as a true TV show, the brand’s origin and Middle Eastern culture intertwined through various scenes, offering spectators a visual and auditory odyssey. The performances, blending poetry, dance, and celebrations, immersed the audience in a fascinating and eclectic journey. The presence of speakers on stage, Makoto Uchida, Nissan Motor Corporation CEO, and Alfonso Albaisa, SVP Global Design, allowed for an unprecedented and captivating embodiment of the All-New Nissan Patrol.
The 360° mapping on the set (40 video projectors, 120m of cyclorama, a 7m high dune, 2200 m² of projection surface on the cyclorama, dunes, and floor) recreated different settings to stage the various scenes of the show, ranging from desert dunes to Mount Fuji.
At the end of this reveal, guests were invited to approach the vehicle to better admire this new design.
A Commitment to CSR
In line with their commitment to inclusivity, Hopscotch chose a venue that is 100% accessible, including for individuals with reduced mobility.
To further this initiative, the live streaming was subtitled for remote attendees.
Food waste was also minimized thanks to precise coordination between the Hopscotch teams and the caterer.
The Nissan Patrol Middle East in Numbers
- 850 guests
- 22 tons of technical equipment
- 60 semi-trailers
- 40 video projectors
2200 m² of video projection surface
- 750 light projectors
- 120 meters of cyclorama
- 80m of dune
- 20,000 plug converters
- 110 hours of setup
- 48 hours of teardown