In April of 2019, Volkswagen China approached our team with a simple yet far reaching brief: to create a brand event to launch the next era of Volkswagen in China and the world.
Our reply was this: a New Volkswagen needs a new kind of event – a new, different, audacious and never-before seen kind of event. We would create a 360 degree fully immersive environment that would engage and excite. We would use a combination of clever construction, tactile materials and innovative lighting and projection to impress with both scale and mass.
In October of 2019 the Welcome to New Volkswagen Brand Experience officially opened its doors, kicking off 5 days of workshops, activations and activities to media, internal and public guests, creating a paradigm shift, changing perceptions and officially launching Volkswagen’s New Brand Design all over the world.