eiji muroichi


Road to Stardom

  • Art Direction
  • Creative Direction
  • Production Lead
  • Design
  • PARTY New York

Road to Stardom

Ride into an immersive world of light and sound.

Gogoro launched their smart scooters Gogoro S2 and Gogoro 2 Delight in 2018. In order to communicate these two different products to young consumers, we created “Gogoro Road to Stardom” — a 3.5m tall kaleidoscope tunnel where people can ride Gogoro S2/Gogoro 2 Delight and create their own music videos.

Inside the tunnel, we installed the scooter on a huge LED floor and set up mirror walls on two sides to build up an immersive environment. We also embedded the sensors into the scooter handle and buttons. When people ride the scooter and press different buttons, it generates interactive visual and sound effects on top of the default animation and background music. After the experience, people will receive an Instagram-friendly music video of their ride by email. The kaleidoscope tunnel was exhibited at Taipei, Taichung, and Kaohsiung in 2018.

Shop Window Display

As part of the campaign, we also designed the storefront window displays for Gogoro shops. We created a new type of show window that functions as a photo booth by taking pictures of people riding the scooters in the display.