Autoworld, Brussels

Autoworld, housed in an immense late 19th Century glass-and-steel hall in Cinquantenaire, Brussels, showcases one of the finest collections of cars in Europe, from the earliest of specimen to the newest models.


An increase in international visitors and family visits led Autoworld to commission a tour solution that would be suitable for these growing visitor segments. Furthermore, the client wanted to add a new dimension to the visitor experience and give a deeper insight into the story of the design and technological evolution of the cars through the decades of the 20th and 21st Centuries.


Imagineear scripted and produced rich multimedia tours for adults and families, with bespoke interface designs, to guide visitors through the different eras of auto design and development. The tours offer visitors video interviews with Jacky Ickx, a famous Belgian racing driver; with 2 prominent Belgian car designers and  the keeper of the Mahy collection who is also explaining in video how to drive a Belgian model in the collection from 1906. The family tour features a quiz, footage, interviews and the history of the car is narrated by 3 actors.

Audio narration for the adult tour in Dutch is voiced by Belgian TV and radio presenter Guy de Pré who has a special interest in cars, and by Britt van Marsenille, also a well-known Belgian TV and radio host. In the French tour you hear Charlotte Baut and Dominique Dricot.

The inclusion of a family tour in Dutch, French and English  and  the addition of Spanish for the adult tour, now widens this rich visitor experience to a much broader audience.


The tour naturally features many archive images, as well as 360º images taken by Imagineear of the interiors of twenty cars. This cleverly allows visitors to explore the inside of the vehicles, otherwise inaccessible, via Imagineear’s versatile MPti™ touchscreen device.