After its successful performance at the IAA 2009, Volkswagen decided to cooperate again with VOK DAMS to organize the presentation of its trade fair stand. The stand created together with the reliable partners of Volke (exhibits and technical communication) and CEBRA (architecture and cloud design) set the standard at the IAA and soon became the talk of the fair.
The trade fair presence foregrounded the emotional presentation of the brand and both of the highlights, up! and Beetle. For this purpose, the cloud design of the stand allowed an alternating presentation of various topics and product highlights in different areas – an impressive and playful concept integrating the entire space and setting new standards for Volkswagen’s communication by providing the right infotainment for each visitor.
A multi-faceted and attention-grabbing press conference on the first press day was the stage for the world premiere of the new compact car up! and kicked off the permanent presentation of the stand. The press conference was more show than formal information platform and kept the international press representatives in suspense – true to the motto of the up! campaign: “Small is Big!”. The urban diversity of the new up! and its derivative “Young Small Family” as well as the “21st-Century Beetle”, which had its world premiere in Shanghai this year, and Volkswagen’s philosophy of “Think Blue” took centre stage at the highly dynamic show. More than 10 vehicles were choreographed in their different environments with over 50 artists and different speakers from Volkswagen, and accompanied by music in front of an impressive media setting consisting of partially moveable LED walls – changing perspectives and innovations by the second.
But the press show was merely the kick-off for the permanent presentation of the entire Volkswagen stand. Focusing on the new up! and the Beetle, VOK DAMS developed together with Volkswagen a concept that alternated between presenting either product emotionally and according to their product characteristics for the entire duration of the trade fair. The exceptional architectural concept supported the presentation through separate stand areas. Thus, the vehicles could each be presented to the interested visitors appropriately. The architectural highlight was the huge LED up! sign in the middle of the stand, which was integrated into the large-scale media design.
The lightness of the sympathetic and fresh product concept of up! was underlined by short, surprising presentations entitled “up! Moments”. In addition, so-called “up! Ambassadors” handed out small gingerbread hearts, candyfloss and mint pastilles. And visitors of the “up! area” could enjoy a “rainfall” of air balloons. All of these parts of the presentation were accompanied by an eye-catching media presentation displaying different moments that corresponded to core messages of the up! campaign. True to the motto “Small is Big!”, visitors soon realized that something small can be great.
Alternating with the “up! Moments”, different “Beetle Acts” presented the lifestyle associated with the “21st -Century Beetle” in the Beetle area. In addition to interactivity and connectivity, music was the crucial element. In the style of top clubs and modern lounges, the Beetle area and the “21st -Century Club” were created. A progressive and dynamic media presentation supported the unique club atmosphere with DJ, disco ball, dancers and energy drinks.
einen einzigartigen Sound und eine visuelle Komposition zu generieren.
The “Fender Act” literally rocked the stand with a song composed especially for the trade fair presence. A real-virtual performance with a guitarist using the Beetle as amplifier, corresponding with a rock band projected on the LED walls in the back.
The “Connectivity Act” demonstrated the Beetle’s special ability to connect people with each other in an interactive and playful manner. This is not just an emotional feature of the “21st-Century Beetle” because of the car’s exciting design and its unforgettable, iconic history, but also because of the introduction of an intelligent and innovative infotainment system. “Get connected” – not just inside the vehicle, but also around the vehicle where visitors were encouraged by a DJ to create a unique sound and a visual composition via motion tracking installation.
Volkswagen’s presence at the IAA 2011 – innovative, emotional, exceptional, sympathetic. Just like the world of Volkswagen.
