Driving Design

Client: Volkswagen

Strategy
Production
Curation
Logistics
Talent Management
Art Direction
Social Media & Digital Management
Ticketing & Registration
Content & Media Capture

We delivered an exhibition that blended art, performance and virtual reality technology, communicating Volkswagen's philosophy of timeless design.

Following Volkswagen’s announcement at the Frankfurt Motor Show to not redefine, but enforce a timeless design philosophy, VW came to Semi Permanent and tasked us with the creation of a multi-disciplinary exhibition blending art, performance (vehicles) and technology (VR).

VW, AKQA, Uber-4 — “Part of the VR experience was to test the emergency break” says VW's Kurt McGuiness. ”You’re not going to get a test car and say ‘OK I’m going to drive this towards a wall and hope it stops’. While you hope to never have to experience it, you want to trust it will do its job.”

We commissioned artist Jason Woodside to custom wrap the VW Golf GTI in the Carriageworks foyer, placing emphasis on the design, technology and performance underpinning the Volkswagen Golf GTI, experienced through a virtual reality experience within the car.

VW, AKQA, Uber-1 — Semi Permanent VW Installation

Meeting VW’s brand engagement objectives, Semi Permanent’s 1,900+ ticket holders were able to reconnect with a VW brand ambassador through daily on-site workshop discussions around technology, and future innovations.

VIP guests were transported throughout the week by customised Semi Permanent VW cars, providing a breadth of touchpoints across the event experience.