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Copyright 2019 Lee Changzhi

Volkswagen is launching a series of R models in 2014, and each year, the brand bring dealers from across Australia together for a training event. The theme of 'Performance' unites the five cars on display, and we used this word to great theatrical effect. 

 

 

2014 Volkswagen Academy Product Experience

 

 

Converting a convention hall into an intimate setting for 40 guests at a time, we created an atmopshere that was simplistic, down to earth and matched the technical nature of these training workshops. We were inspired by the white rectangular parallelogram of the R line logo, and brought that to life

through multiple touch points.

 

Simple LED lighting effects and bare metallic rigging structure transformed the word 'performance' into

a looming monolithic installation, suspended over guests as if to remind them of the power and allure that lies beneath each Volkswagen R line car.

 

The bare nature of the set also reflects the pratical sensibility that comes with running multiple back

to back workshops within the same location over a week, and the circumstances that came with

project that went from pitch to delivery in under three weeks.

 

 

2014 Golf R Media Launch 

 

Concurrently at a seperate event, we helped Volkswagen launch their new Golf R, against

a white set. The clean lines of the structure ensured a uniform and sleak look that matched the 

standards of 'form and function.'

 

 

Creative Direction: Lee Changzhi

 

Agency: Jack Morton Worldwide