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 atmosphere 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 practical sensibility that comes with running multiple back
to back workshops within the same location over a week, and the circumstances that came with
a project that went from pitch to delivery in under three weeks.
2014 Golf R Media Launch
Concurrently at a separate event, we helped Volkswagen launch their new Golf R, against
a white set. The clean lines of the structure ensured a uniform and sleek look that matched the
standards of 'form and function.'
Creative Direction: Lee Changzhi
Agency: Jack Morton Worldwide