• by Les Luchter , November 26, 2023

In a new outdoor activation, shoppers at two Los Angeles-area malls can view a Honda aircraft descend from the sky, rotate and then take off again.

That experience begins the automaker’s previously announced augmented reality (AR) mural, which started its two-week run Black Friday at The Grove shopping mall in Hollywood, to be followed by a concurrent Dec. 1 to Dec. 7 installation at The Americana mall in Glendale. Both locations come to Honda via Outfront Media.

With on-the-ground guidance from brand ambassadors, who will also give away sustainable branded bags, consumers activate the AR on their mobile phones via a QR code.

The entire AR show is dubbed “Wall of Dreams.” Following the opening act, which showcases Honda’s planned eVTOL (electric vertical take-off and landing) aircraft, the “dreams” include:

-       Honda's promise of achieving carbon neutrality by 2050.

-       How Honda’s DREAMO lab pursues carbon neutrality using algae.

-       Honda’s dominance and legacy in racing

-       New vehicles and products, including Honda’s first, all-electric SUV: the upcoming 2024 Prologue.

The brand promises “surprises” with each section of the AR.

The Prologue, the eVTOL and other Honda “dreams” are also featured in a :60 “Keep Dreaming” spot from RPA that’s currently being broadcast nationwide.