Hyundai is marking its sponsorship of the Euro 2016 soccer tournament with an interactive "FanDome" in London where fans can watch the championships in an immersive 360-degree experience.
The dome, in King's Cross, was created by The Brooklyn Brothers (you can see a time lapse video of the build here.) It will host 45,000 guests across 45 games, and will instantly react in real time to the action in live games: goals scored, red and yellow cards, penalty shootouts, national anthems and even injury time will trigger an audio-visual response.
The entire interior of the dome is covered in 360-degree screens, where fans will be able to watch a series of animations featuring British actor and former player Vinnie Jones and a team of tattooed cherubs. The humorous animations, created by Passion Pictures, will raise anticipation ahead of each game and react to key moments. For example, fans will glimpse cherubs wheeling in cannons and playing tubas as they celebrate successes and see them hiding in the clouds to avoid the Grim Reaper if a red card is shown.
Other aspects of the immersive experience include fans being given infrared LED wristbands in key matches that will be stimulated by live elements in the game, according to which team they are supporting. In some games, a scent of cut grass will be dispersed throughout the FanDome.
Fans can apply for free tickets online; tickets are staggered with final tickets on sale from June 23.