AUDITOIRE China

On January 25 at Beijing’s 898 Innovation Space, Lincoln brought a new and distinct presence to the modern luxury landscape with the official launch of the All-New Lincoln Navigator, making available its modern elegant appearance, largest-in-class elegant interior, effortless driving experience and cutting-edge technologies to China’s discerning car buyers and Media. Spread over a 10,000 sqm venue, the experience started with a short press conference and product presentation that surprised the guests with special audio-visual effects and turned into an invitation to embark on an unexpected adventure.

It continued with a unique quest on the trail of the All-New Navigator passing through three changing landscapes and décors where car features were fully embedded. Finally, all the guests got together again for a last experience in a luxurious environment where the car was finally fully reveled. The event was a truly immersive experience giving an opportunity to all the participants to create their own relation with the All-New Lincoln Navigator and with the Lincoln brand. The novelty, surprise and originality of the storytelling made this event stand out.

AUDITOIRE China

The DIESEL X Chris Lee Limited Capsule Collection presented by Nicola Formichetti, DIESEL Fashion artistic director, and the famous Chris Lee, DIESEL’s new global brand ambassador, made its world debut on 6th September at the global premiere of DIESEL’s Fall-Winter 2017 campaign presentation in Beijing. #GoWithTheFlaw# was the slogan of the Fall-Winter 2017 collection’s campaign TVC video which was also released during such occasion. #GoWithTheFlaw# conveys a non-perfect message, an imagery inspiring people not to be perfect because perfection is boring.

Based on the objectives and message that the brand wanted to convey, the idea behind this event was to create something more experiential than a conventional fashion show. We came up with the concept of “living in the movie” so we built an abandoned movie theatre. The irony and vintage decoration reflecting the ‘decadent dream’ and the exclusive recreation of an ‘old movie’ ambiance, created an immersive guest experience that really brought the DIESEL collections to life. The event was attended by over 1700 guests, including international and local VIPs, Media, Celebrities, and KOLs.

SMS GROUP

Volkswagen set a brief that targeted the promotion of the Multivan family and the launch of the newest member of that family, the T6 Style. For a first iteration of the “Volkswagen Multivan Night”, the event was building on the characteristics of the T-Family and key historical features that led to its evolution and drew upon analogies with the cultural, historical and contemporary relevance of Beijing as host city, a place where classic meets modern. Visitors entered via an epic red “Yongdingmen” Gate, which symbolized the cultural weight of Beijing as seen in the Forbidden City.

Once through the gate, guests found themselves in an immersive traditional “Hutong”, the traditional Beijing-style residential streets. The stage set wound around the inner perimeter of the circular hall. As the lights faded the audience experienced an inspiring custom-created music performance that fused exquisitely costumed performances with lyrics written to introduce the concept of the night and its storytelling. The Multivan story was delivered in three episodes across the vast 270-degree stage in an interplay of visuals on the translucent screens and live performances in a dreamlike series of sequences. The event generated great PR responses with coverage in on- and offline media.

AUDITOIRE China

On January 25 at Beijing’s 898 Innovation Space, Lincoln brought a new and distinct presence to the modern luxury landscape with the official launch of the All-New Lincoln Navigator, making available its modern elegant appearance, largest-in-class elegant interior, effortless driving experience and cutting-edge technologies to China’s discerning car buyers and Media.

Spread over a 10,000 sqm venue, the experience started with a short press conference and product presentation that surprised the guests with special audio-visual effects and turned into an invitation to embark on an unexpected adventure. It continued with a unique quest on the trail of the All-New Navigator passing through three changing landscapes and décors where car features were fully embedded. Finally, all the guests got together again for a last experience in a luxurious environment where the car was finally fully reveled. The event was a truly immersive experience giving an opportunity to all the participants to create their own relation with the All-New Lincoln Navigator and with the Lincoln brand. The novelty, surprise and originality of the storytelling made this event stand out.

1-10design, Inc. / CyberAgent, Inc.

SHISEIDO has established brand image as a cosmetic/skincare company and its products are present at every cosmetic floor of department store in Japan. However, it has not been approaching potential future customers- millennial’s. WASO is a new skincare line designed especially for millennial’s. WASO needed an unconventional method to communicate the functional and emotional value to millennial’s in order to make them interested, learn and consider purchasing the product.

Shiseido opened “WASO VEGETABLE MUSEUM” inspired by “YAOYA” (Japanese vegetable store) . This unique pop-up store encourages the visitors to look, touch, know about and taste the vegetables on the display.

Millennial’s are known to have less contact with the mass media compared to the other generations. The visitors to this pop-up store spread word about the experience and the positive reaction to the brand on the internet. It successfully won attention of millennial’s and made them feel relevant to the brand.