For CES 2018, Renesas Electronics America once again partnered with NewFoundry to create a captivating experience for visitors to its invitation-only event adjacent to the Las Vegas Convention Center. NewFoundry’s multidisciplinary team was engaged from concept through on-site support at the show, creating the show themeline, messaging, and visual language concepts, designing every thematic touchpoint, and designing and engineering key aspects of the featured automotive technology demonstration within the tent, the Renesas Connected Cockpit.

Renesas CES experience overview

Renesas guests experienced advancements in automotive technology offered by Renesas and its partners, including solutions for:

  • Advanced and autonomous driving, offered through the Renesas autonomyTM platform and demonstrated with the Renesas autonomy(TM) fleet on both the Renesas track and the streets of Las Vegas as well as a dozen demonstrations inside the trackside tent.
  • Connectivity, showcased in the Renesas Connected Cockpit vehicle along with a dozen companion demonstrations within the trackside tent.
  • EV & Powertrain and Safety & Security, showcased with a wide variety of demonstrations, also within the Renesas trackside tent.

Show concept grounded in marketplace strategy

The themeline NewFoundry created for Renesas was inspired by the global company’s marketplace positioning strategy. Renesas is the automotive technology leader. Having invested in the industry’s deepest bench of in-house experts and its partner network, Renesas offers true end-to-end solutions for automotive applications – a system of solutions that extend beyond silicon. We created the themeline “All Systems Go” to capture the spirit of rapid advancement and readiness (GO) paired with a nod to the comprehensive network of solutions (ALL SYSTEMS) offered by Renesas Automotive.

NewFoundry created companion visual language and messaging for the show designed to reinforce the the themeline and, along with it, the underlying brand promise. We extended the visual language of the show to create all interior and exterior graphics, signage, and banners, a comprehensive show guide showcasing messaging and all demos, presenter materials, animated video graphics, and more.

Designing and engineering the connected vehicle cockpit

Working with Renesas and its partners, NewFoundry designed the look and feel of the user interface for the Renesas Connected Cockpit. Each visitor to the tent checked in at a facial recognition kiosk, designed and engineered by NewFoundry, to enable the vehicle to ‘recognize’ individuals, then configure vehicle displays to user preferences.  Exhibited within a production Dodge RAM truck, the comprehensive approach to reimagining the driver command center included displays for the instrument cluster and infotainment settings.

Visualization of KPIs for processor use and more

NewFoundry designed and engineered an application that integrates with the Connected Cockpit vehicle network to provide full visualization of performance, multimedia, software-defined radio (SDR) functionality, Ethernet camera feed monitoring, and facial recognition system. Driven by Android on the Renesas R-Car H3 SoC, the application runs seamlessly on tablets in the rear of the vehicle and large monitors mounted to the truck bed. In addition to KPI visualization, the application provides an overview of the features of the Connected Cockpit vehicle and highlights the contributions of other Renesas partners involved in the project.