Alter Agency asked us to partner with them and assist with the launch of Alcatel’s new IDOL4 phone, which is their first VR offering.

The idea was to create an interactive vehicle and tour it to events across the UK, bringing a taste of virtual reality directly to the consumer.

The experience was focused on the IDOL4’s ‘BOOM key’, which enhances all of the features of the phone.

What we did

We took a traditional London black cab and, over a 3 month period, redesigned and converted the interior into a bespoke, high octane and fully immersive experience.

Using IDOL 4 technology we installed 360° sound and visuals to enhance the VR experience inside. We also included the ability for attendees to take a selfie in the taxi and share it using #BoomMeUp for a chance to win a phone.

We then gave the taxi a full body wrap and took it on tour to events across the UK.


The vehicle is packed full of features:

  • 2 x VR Headsets
  • Selfie function with built-in social media mechanism
  • 400W stereo buttkicker subs and Pioneer 3-way tweeters for immersive surround sound
  • 4-channel Pioneer Amp offering 480W per channel power output
  • 4 x Full HD Samsung flat screens on all 4 sides
  • Automated VR headset reveal mechanism
  • 35 metres of dimmable RGB lighting
  • Full under car lighting
  • Bespoke design exterior vinyl wrap
  • Custom made ‘BOOM key’ hubcaps
million pixels
in production
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