Exhibit brought media campaign to life

Client: Volkswagen CanadaExhibit Builder: Exhibits InternationalCategory D: Exhibits over 601 square feetWinner of the Lange Transportation & Storage 1994 Exhibit Excellence AwardDescription: The exhibit components were configured to form a warm, inviting flow throughout the entire exhibit.The maximum area used was...

Client: Volkswagen Canada

Exhibit Builder: Exhibits International

Category D: Exhibits over 601 square feet

Winner of the Lange Transportation & Storage 1994 Exhibit Excellence Award

Description:

The exhibit components were configured to form a warm, inviting flow throughout the entire exhibit.

The maximum area used was 12,606 square feet.

Each vehicle category had its own personality to reflect that of the vehicle and target audience.

This was achieved through an eclectic blend of props, large murals and floor treatments.

Client objectives: The client’s requirements were twofold.

For the Volkswagen line, the client wanted to create a fun experience and not be viewed as a typical automaker.

For the Audi line, the client was trying to bring to life a media campaign, as well as reinforce its position as an automaker with a sense of elegance.

Objectives achieved:

To achieve the Volkswagen objectives, the exhibit was broken down into individual product areas.

The new Volkswagen Eurovan was integrated into a scene of country splendor complete with a painted mural canvas backdrop, foliage, split-rail fencing and a picnicking family beside a vintage 1960s camper.

The Jettas were placed in a 3-D experience of ‘definitely not middle-of-the-road’ media campaign using large chunks of asphalt with rear-lit photography to communicate key messages to consumers.

Carpet in this area was black with white road-like stripes.

The Golf Cabrio was set into an interactive display.

This was positioned on a circular platform, roof open, beside a 1970s Volkswagen Bug Cabrio.

To secure the display area for the vintage Bug, oversized record albums were used instead of ropes and stanchions.

Continuing the music theme, the Golf had oversized cds under the car.

The gas pedal in the new Golf Cabrio was rigged to activate air fans located in the identification wall, giving the driver the ‘convertible experience.’

Audi’s objectives were met by creating a large monolithic structure that displayed the car as it appears in the television commercial.

The commercial was aired on a 100-inch video screen.

This structure also incorporated two large rear-lit images that created a feel for the vehicles.

The Audi exhibit used 4,000 square feet of ceramic tile inclusive of grout and an elegant edge-lit acrylic display for the Cabriolet.