MG at Goodwood Festival of Speed 2025

The brief was clear: create a centrepiece experience that would introduce the MG Cyber X not just as a vehicle, but as a visual embodiment of the brand’s future. The concept envisioned a nine-metre-tall anamorphic LED cube that would captivate visitors from afar, yet draw them in for an immersive interior experience. This wasn’t just a display; it needed to be an architectural beacon, a digital storytelling platform, and a seamless fusion of design and innovation.

However, creating an LED installation of this scale and complexity within the tightly controlled environment of Goodwood brought a host of challenges. The content had to perform flawlessly in natural daylight, with no visible seams or screen breaks. The cube’s corners needed to deliver the illusion of 3D movement with millimetre accuracy. From engineering to content calibration, the entire activation had to be built and operational within an aggressive site schedule without compromising safety, visual integrity, or technical performance.

iMAG designed and built a fully anamorphic, four-sided LED cube using approximately 500 ROE Visual Black Quartz 4.6mm panels, seamlessly joined using our BQ Corner System. The physical structure was engineered to support high-resolution playback and uninterrupted edge-to-edge content, allowing anamorphic visuals to appear as one continuous animated illusion. This level of integration ensured the cube delivered on VYRA’s creative intent: a hybrid of physical sculpture and dynamic digital storytelling.

At the heart of the technology stack was Megapixel VR 4K processing, selected for its ultra-low latency, high dynamic range capability, and precision frame synchronisation. Paired with iMAG’s advanced control workflows and supported by real-time content testing on-site, this system enabled the content to shift, morph, and react with cinematic clarity.

Externally, the cube towered above the Goodwood site as a futuristic monolith, showcasing the Cyber X in motion, from dramatic design close-ups to animated pop-up headlights. Internally, guests stepped into a more intimate experience space, where they could interact with physical elements and immersive digital content that told the full story of MG’s heritage and forward-thinking innovation.

The Result

The MG Cyber X activation became one of the standout features at Goodwood Festival of Speed 2025. This bold, creative and technical achievement echoed the future-focused message of the car itself. As the first fully anamorphic LED cube ever delivered at the event, it turned heads across the entire site and became a landmark moment for MG, VYRA, and the entire production team. Attendees queued to enter, engaged deeply with the content, and shared it widely across social platforms, generating significant earned media and positioning MG’s Cyber X as a design statement as much as a concept car.

To top it all off, the project was recognised with a Silver Award at The Drum Awards 2025 in the Digital Experience – Technical Achievement category — a testament to the collaborative ingenuity and executional excellence behind this standout moment. By fusing VYRA’s creative vision with iMAG’s technical precision, the result was more than a launch; it was a multi-sensory brand experience that set a new benchmark in automotive storytelling.