Volkswagen - New Volkswagen Brand Experience

Volkswagen approached our China team with a very special assignment: to create a brand event that would usher in the next era of the Volkswagen brand worldwide. Our answer was daring audacious: a new brand needs a brand new kind of event – a different, never-before seen brand experience suitable for celebrating the newest milestone of this ever-evolving automobile brand.

This October at Guangzhou Media Bay at the base of the iconic Canton Tower the Welcome to New Volkswagen Brand Experience officially opened its doors, kicking off 5 days of workshops, activations and activities to media and public guests as well as Volkswagen representatives and local partners, creating a paradigm shift, changing perceptions and officially launching Volkswagen’s New Brand Design all over the world.

The entire New Volkswagen Brand Experience took up nearly 5,000 sqm of the Guangzhou Media Bay plaza. With our Sustainable Suburb, we created a complete 360 degree environment that immersed visitors in a holistic VW world. With a combination of clever construction, tactile materials and innovative lighting and projection we ensured that every object, interactive and surface inside communicated the vision of New Volkswagen, creating multi-layered, multi-media messaging.

In addition, we presented the extensive range of the new ID. Series: Electric concept vehicles, presented in a real, authentic environment with which the moderators of our workshops directly interacted. Another highlight was our "New Volkswagen Lounge" - an inspiring, playful and unique space combining mingle and hospitality areas with Brand Experience and communication activities. Besides a sandy beach, palm trees, the ID. Buggy and interactive stations, this area also showcased new lighting, branding and space design elements that will soon be seen in Volkswagen brand spaces all over the world.

With the New Volkswagen Brand Experience, we were responsible for the introduction of this important milestone of the Volkswagen brand directly to brand stakeholders. By combining high-tech gadgets with lo-fi solutions and meticulous attention to detail, we developed an experience in which the new Volkswagen brand and vision would come to life and be experienced with all senses. With this concept, we once again created a multi-perspective immersive event experience for all.