Phantom Drive: Unlocking the Sixth Sense
Rethink the Way Auctions are Communicated
As part of the Digital Communication Workshop in collaboration with RM Sotheby’s, students of the Master in Luxury Brand Management were challenged to rethink the way auctions are communicated. The task was to deconstruct traditional models, explore how digital innovation is reshaping the relationship between auction houses and collectors, and design strategies that respond to today’s trends while anticipating the future of the classic and collectible car market.
The Project
Lal Yücel, Ayşe Ece Altun, Supriya Joshi, and Vishavjeet Singh Thind developed Phantom Drive: Unlocking the Sixth Sense. Their project introduces a forward-looking digital communication strategy for RM Sotheby’s, blending immersive storytelling, interactive content, and multi-sensory experiences to redefine engagement with collectors and enthusiasts.
Rethink the Way Auctions are Communicated
As part of the Digital Communication Workshop in collaboration with RM Sotheby’s, students of the Master in Luxury Brand Management were challenged to rethink the way auctions are communicated. The task was to deconstruct traditional models, explore how digital innovation is reshaping the relationship between auction houses and collectors, and design strategies that respond to today’s trends while anticipating the future of the classic and collectible car market.
The Project
Lal Yücel, Ayşe Ece Altun, Supriya Joshi, and Vishavjeet Singh Thind developed Phantom Drive: Unlocking the Sixth Sense. Their project introduces a forward-looking digital communication strategy for RM Sotheby’s, blending immersive storytelling, interactive content, and multi-sensory experiences to redefine engagement with collectors and enthusiasts.
Project Leader | Mentor
Andrea Venturi
Project Authors
Lal Yücel
Ayşe Ece Altun
Supriya Joshi
Vishavjeet Singh Thind
Beyond the Auction
Phantom Drive envisions the auction not simply as a transaction but as an emotional journey where heritage and innovation coexist. It invites audiences into a world where the roar of an engine evokes visceral memories and the gleam of chrome sparks nostalgia, transforming cars into powerful symbols of passion and legacy.
A New Role for RM Sotheby’s
Through this lens, RM Sotheby’s emerges as more than an auction house. It becomes a curator of experiences, a builder of legacies, and a guardian of the emotional bond that unites cars and collectors. The project positions the brand at the forefront of luxury, storytelling, and digital innovation, showing how it can continue to inspire seasoned collectors while engaging a new generation of enthusiasts.
