Volkswagen wanted to launch the Arteon, its new flagship model in Korea end of 2018. The Arteon with its iconic design and extravagant styling was globally communicated with a focus on its aesthetics (the “art” is in the name) and the upscale modern luxury it provides to its drivers. It is an emotional lifestyle choice of a car as Volkswagen had rarely (if ever) offered it to its customers in the past. They hence set their mind on creating lifestyle and art experiences for its Korea launch.
Taking over an entire building in the stylish shopping area Apgujeong in Seoul’s famous Gangnam district, they created a juxtaposition of experiences that could be explored with all senses across its 5 floors to promote the aesthetic of and lifestyle behind the Arteon to invited guests and the public alike. ‘The Art:eon House’ was a highly innovating product launch for the media and became an exclusive destination in Seoul and a hotspot for the young and trendy from its launch on December 5 till the month’s end.