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Hamburg
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Future design is driven by human interaction

Volkswagen, Auto Shanghai, 2019

Why

Our task was to stage a brand image suitable for the important Chinese market. The question was: What’s new – and above all – what’s changing about the brand. How does Volkswagen manage to remain fit for the future and build on its well-known strengths in the process? And what are their solutions for this market? How does this result in live communication that excites visitors for the brand? Question upon question.

How

Our answer: we focus on two of the most important features of the brand in terms of content and space. The largest brand community in the world – the VW Community – and groundbreaking new e-mobility innovations. Together they form the core of an interactive exhibition experience. The task for the visitors: Design your own booth. The visitor acts and the brand stand reacts – vice vera. In this way, the brand appearance becomes as individual as the brand community.

What

An experience design as an interactive dialogue between brand and community. The brand appearance takes place in three areas. The focus is on the individual and directly next to him is electromobility, e.g. in the form of the new »ID Roomz«. Two deepening rooms lead from this content and spatial centre through the other themes and highlights. In the Car Painting Space, visitors can give vehicles and stands their own design through interactive light installations.

The source of inspiration

A booth that not only invites visitors to join in, but also participates itself. Every visitor was invited to change the lighting design of the stand via gesture control. An interactive dialogue between people and brand, between movement and space, between experience and design.

The source of inspiration

A booth that not only invites visitors to join in, but also participates itself. Every visitor was invited to change the lighting design of the stand via gesture control. An interactive dialogue between people and brand, between movement and space, between experience and design.

Car-Painting-Space

In the Car Painting Space every visitor had the chance to transfer his own design ideas directly to the vehicles. Playful lighting designs were created, which extended from the vehicles to the central LED control, from the light installation on the ceiling into the depth of the room.

Car-Painting-Space

In the Car Painting Space every visitor had the chance to transfer his own design ideas directly to the vehicles. Playful lighting designs were created, which extended from the vehicles to the central LED control, from the light installation on the ceiling into the depth of the room.

A stage for the ID.R

The record holder of the US-American mountain race »Pikes«, the ID. R received its own diorama with a powerful performance.

Skills

Concept, event communication, interactive design, digital product development, concept UX design, UI design, interface design, set design, motion design, exhibit development, scenography, graphic design, exhibition design, experience design, concept and design planning (HOAI LP 1-3), submission planning (HOAI LP 4), execution planning (HOAI LP 5), calls to tender (HOAI LP 6/7), supervision of production, implementation support and site supervision (HOAI LP 8), creative lead at site supervision, consultant support, design phase, consultant support, implementation phase, project control, documentation

Credits

Audio / Video Planung: Filmtec
Lichtplanung: 4 To 1
Tragwerksplanung: Posselt Consult
Standbau: A&A Expo

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