Our challenge was to create a powerful designer concept combining entertainment, social interaction and a friendly experience. We made the stand more vertical, thus opening up the space and providing more room for visitors to play, observe and sit, while showcasing the vehicles in a premium light.
Our solution in the form of a playground concourse breaks with the classic codes of automobile shows. Here the seats are not reserved for VIP members. The appealing, family identity of this remarkable car sets the tone for the staging: a playground is also a space where people get involved. We wanted to make the Dacia enthusiast community part of the event by inviting them to sit in the grand terrace around the central stage. This strong stance, simultaneously urban and all-terrain, enhances the potential of the Dacia Duster, which along with the launch of the new stand concept, establishes a clear image. The terraces give vertical expression to the key components of the stand – the brand identity through the film and logo, and the flagship car and its community – thus providing a naturally photogenic setting and emphasising the brand's move upmarket.
The lower part of the playground also creates a powerful image. The large, lit-up colourblock area under the terracing hosts a welcoming, top-of-the-range sales area with a strong identity.