Continental was once again the main sponsor of the Prudential RideLondon cycling event. With a strong brand presence, Continental created an experiential village in Green Park, close to the finish line of the 100 mile cycling challenge. For the second year running, two moduleboxes formed the main focus of the experience, designed to showcase their latest products. A VR activation in one of the modulboxes brought the cycling event from the street into the park. This way, young and old alike could hop onto the saddle and experience the great and unique sensation of cycling through one of the most iconic parts of London on closed roads.