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The challenge we faced was to produce and install one of the events of the year for Volkswagen: the launch of the new ID4. A car that, like the brand, prioritises sustainability.We had to overcome two major challenges when carrying out this project: meeting the execution and delivery times and safeguarding the safety of the attendees in the face of Covid-19.
We managed to meet all the client’s requirements in a flawless manner. The attendees felt safe and comfortable, they were able to enjoy the presentation without major inconveniences and live a unique experience..
The venue chosen for the event proved to be the ideal setting, its open areas were perfect for designing a distribution of spaces in which each element was the protagonist and fulfilled its purpose, to inform and present the product, the strategy of direct communication with the client was a success.
More than 330 people attended the Green Patio, a building with its own personality in an old, industrial style in the centre of Madrid. The event was arranged differently over three days: press in the morning and two days dedicated to end customers and dealers. All organised to present the new Volkswagen ID.4 as closely as possible, the brand continued to rely on the format of physical events, adapted to the circumstances of the moment. It was decided to go for a very small capacity, with prior appointment, division into groups, marked flows, constant ventilation and antigen testing, thus achieving maximum safety for the guests.
The exhibition was divided into three floors with a distribution of rooms designed with different objectives in mind.
The large, open-plan main floor was used to display the vehicles, where visitors could discover Volkswagen’s first electric SUV and, thanks to a series of routes led by different modules, attendees were able to learn about the brand’s design and technology.
The decoration of this ground floor and the rest of the spaces located on the upper floors were used by Volkswagen to show in great detail its brand philosophy, the importance they give to climate change, the way they produce their cars and how they work.
“Top quality materials with perfect finishes”
The Way to Zero sustainability zone, the ID school, the We Charge space and the MED platform amply covered the brand’s needs in terms of the communication they wanted to have with their customers.
A launch event like this required a careful production and installation work adapted to the needs of the product.
The project began with the adaptation of the design offered by Volkswagen. Once this process was completed, INSTORE’s workshops began with the full production of the decoration and furniture needed for the launch event. We focused on the manufacture of elements with top quality materials such as: backlit light boxes, two-sided totems made of wood and PVC, cut vinyl with the brand logo, auxiliary display cases for exhibition, XXL corporeal elements in lacquered wood, aerial graphic elements, a giant cardboard box simulating the recycling elements, a special platform for the placement of vehicles, implementation of screens, etc.
All our departments were involved in this project: carpentry, electricity, for the lighting of the elements, locksmithing, necessary for the furniture structures, painting, graphic production for the signage and the printing of the backlight fabrics, a complete team focused on the same project.
The essential keys to a unique event for volkswagen
Small groups of people with previous appointment, mask, gel, constant ventilation, antigen test, graphic and digital signage elements to ensure the flow and the correct visit. Rigorous measures were taken to ensure the maximum safety of the guests, thus demonstrating that it is possible to hold events without taking risks.
Attendees were registered with an RFID wristband of different colours depending on the group they were in. This identification mechanism allows us to collect data on the attendees which is sent in real time to the CRM: attendance, profile, ratings, purchase intention, most popular models, requested catalogues…
Sustainability is the cornerstone of the Volkswagen Group’s corporate strategy. The new ID4 is committed to sustainable mobility. That is why the event was prepared on the basis of this maxim, including various decorative elements that winked at the brand’s values of a CO2-neutral footprint.
Maderas nobles, tarimas de alto Noble woods, high gloss floorboards, metals, plastics… The materials used were of the highest quality. This was something exceptional for an event. The set design required exacting precision in terms of finish and detail.
The venue chosen for the event is the last old factory in Madrid, renovated respecting the history of the building. Exposed brick walls and hydraulic tiles give a majestic touch and an industrial style to the space that at the same time respects the environment due to its ecological sustainability.
A clear concept, surprising decorations, the car and sustainability as protagonists, the perfect combination of design, production and installation gave perfect results. All in all, an unforgettable event for everyone who attended.