The launch of the new IDEAL combine harvester is a real and virtual trip into the heart of the production lines of the AGCO factory, transformed during 4 days into a theatre set for three separate presentation cycles. An entire production line is converted into the set of a sound and light show and a complex video-installation which evokes the assembly of the machine. Guests experience the reveal first in augmented reality, then live. Applause, cocktails and DJ set.