Visual brand experience with curved LED streams
Chinese and international car manufacturers presented their new products at the 14th Beijing International Automotive Exhibition - the largest industry gathering in China - in spring. The highlight of the brand staging for Volkswagen was the so-called Lifestreams: four curved LED strips that brought the Volkswagen product world to life for visitors in an impressive way.
ET GLOBAL realised a two-storey trade fair concept with a total area of 2,500 square metres for the Wolfsburg-based company. The focus of the concept was a show stage with a catwalk in front of a 15 metre wide and 4.60 metre high LED screen. In front of the stage was a highlight platform with three integrated car turntables. The glass floor of the exhibition stand used reflections to perfectly stage the exhibits.
The so-called Lifestreams provided a lasting and emotional brand experience: four curved LED strips, each 29 metres long, on which the Volkswagen brand messages were visually staged.
The ribbon-shaped LED screens at a height of three metres attracted visitors' attention and invited them to interact with the Volkswagen brand world.
The trade fair stand also included a two-storey building complex with a total area of 1,000 square metres, which provided space for offices and technical rooms. A coffee garden on the upper floor served as an atmospheric meeting area. The biggest challenge in this major global project was the short construction time given in Beijing. A total of 30 shipping containers were needed to transport the extensive Volkswagen brand architecture.
