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A Multi-Layered Experience for the Kia ProCeed

KIA ProCeed Launch Event

Event
Branding
Strategy

For the European launch of the new Kia ProCeed, we created an immersive brand experience that brought the car’s core attributes—daring, individual, stylish and confident—to life. Set inside an industrial shipyard hangar, the event combined dramatic staging, thematic experience zones and a bold reveal moment designed to captivate press, bloggers and influencers alike.

Strategie: Die Aufgabe war es, ein einzigartiges und unvergessliches Event-Erlebnis für den Launch des neuen Kia ProCeed vor europäischer Presse sowie ausgewählten Bloggern und Influencern zu entwickeln.

Lösung: Unter dem Banner „The arrival of the new Kia ProCeed“ stellte das Event vier zentrale Produkteigenschaften aus der Marketingkampagne – mutig, individuell, stylisch und selbstbewusst – in den Mittelpunkt. Für die Enthüllung des Fahrzeugs wurde ein markantes Setting gewählt: ein Werfthangar. Im Inneren gestalteten wir einen zeitgenössischen Look, der die vier Konzepte ausdrückte – mit großen Schiffscontainern, spiegelnden Oberflächen, tropischen Pflanzen, Neon-Schildern und Farben aus dem Key Visual des Events. Draußen boten Container temporäre Räume, während der Star des Events, der neue Kia ProCeed, unter einem Container verborgen blieb, bevor er dramatisch enthüllt wurde, als dieser angehoben wurde. Nach der Enthüllung verwandelte sich der Außenbereich mit einer Bar, Food-Ständen und einer Tanzfläche. Als zusätzliches Erlebnisprogramm konnten Besucher an Angeboten teilnehmen, die die vier Themen widerspiegelten: eine Live-Tattoo-Station (mutig), ein Friseursalon (individuell), ein Selfie-Tunnel (stylisch) und eine Fotowand (selbstbewusst).

Kunde:

Innocean / Kia Motors Europe

Standort:

Barcelona

Dienstleistungen:

Concept, Design, Content

Year:

2018

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A photograph of the KIA launch event design at a harbor in Barcelona.
A photograph of the KIA launch event design at a harbor in Barcelona.
A photograph of the KIA launch event design at a harbor in Barcelona.
A photograph of the KIA launch event design at a harbor in Barcelona.
A photograph of the KIA launch event design at a harbor in Barcelona, showing a food bar.
A photograph of the KIA launch event design at a harbor in Barcelona, showing a food bar.
An image of the harbor in Barcelona, where the KIA launch event took place.
A photograph of the KIA launch event design at a harbor in Barcelona, showing a food bar.
An image of the harbor in Barcelona, where the KIA launch event took place.
A photograph of the KIA launch event design at a harbor in Barcelona, showing a food bar.
An image of the harbor in Barcelona, where the KIA launch event took place.
An image of the KIA launch event welcome desk, showing the graohic design and branding for the event.
An image of the KIA launch event welcome desk, showing the graohic design and branding for the event.
An image of the KIA launch event welcome desk, showing the graohic design and branding for the event.
An image of the KIA launch event welcome desk, showing the graohic design and branding for the event.
An image of the KIA car covered by a red car cover.
An image of the KIA car covered by a red car cover.
An image of influencers getting their picture taken in front of the KIA launch event design.
An image of the KIA car covered by a red car cover.
An image of influencers getting their picture taken in front of the KIA launch event design.
An image of the KIA car covered by a red car cover.
An image of influencers getting their picture taken in front of the KIA launch event design.
A photograph of the hairdressers station as part of the experience programm at the KIA launch event.
A photograph of the hairdressers station as part of the experience programm at the KIA launch event.
A photograph of the covered new KIA car at the KIA launch event with the key visual in the background.
A close up on the hairdresser, as part of the experience programm at the KIA launch event.
A photograph of the hairdressers station as part of the experience programm at the KIA launch event.
A photograph of the covered new KIA car at the KIA launch event with the key visual in the background.
A photograph of the hairdressers station as part of the experience programm at the KIA launch event.
A photograph of the covered new KIA car at the KIA launch event with the key visual in the background.
A close up on the hairdresser, as part of the experience programm at the KIA launch event.
A photograph of a woman smiling at the KIA launch event.
A photograph of a woman smiling at the KIA launch event.
An image of a "rooftop smokehouse" food stand at the KIA launch event.
A photogtaph of a bar at the KIA launch event, showing the event design.
A photograph of people enjoying their food at the KIA launch event.
A photograph of a woman smiling at the KIA launch event.
An image of a "rooftop smokehouse" food stand at the KIA launch event.
A photogtaph of a bar at the KIA launch event, showing the event design.
A photograph of a woman smiling at the KIA launch event.
An image of a "rooftop smokehouse" food stand at the KIA launch event.
A photograph of people enjoying their food at the KIA launch event.
An image of the entrance to the KIA launch event.
An image of the entrance to the KIA launch event.
An image of the entrance to the KIA launch event.
An image of the entrance to the KIA launch event.
An image of someone taking a picture of a person photographing the KIA launch event design.
An image of someone taking a picture of a person photographing the KIA launch event design.
An photograph of someone having a speech in front of the new KIA car, covered by a container.
An image of someone taking a picture of a person photographing the KIA launch event design.
An photograph of someone having a speech in front of the new KIA car, covered by a container.
An image of someone taking a picture of a person photographing the KIA launch event design.
An photograph of someone having a speech in front of the new KIA car, covered by a container.
An image of the KIA launch event design, showing a neon lights installation.
An image of the KIA launch event design, showing a neon lights installation.
An image of the reveal of the new KIA Proceed car, where a container is being lifted to reveal the new car.
A photograph of the revealing moment of the KIA launch event, a container being lifted and showing the new car.
An image of the KIA launch event design, showing a neon lights installation.
An image of the reveal of the new KIA Proceed car, where a container is being lifted to reveal the new car.
An image of the KIA launch event design, showing a neon lights installation.
An image of the reveal of the new KIA Proceed car, where a container is being lifted to reveal the new car.
A photograph of the revealing moment of the KIA launch event, a container being lifted and showing the new car.
A close up on a tatoo being made at the tatoo station as part of the experience program at the KIA launch event.
A close up on a tatoo being made at the tatoo station as part of the experience program at the KIA launch event.
A photograph of the tatoo station as part of the experience program, at the KIA launch event.
An image of a wall typography design at the KIA launch event, showing the branding and event design.
A close up on a tatoo being made at the tatoo station as part of the experience program at the KIA launch event.
A photograph of the tatoo station as part of the experience program, at the KIA launch event.
An image of a wall typography design at the KIA launch event, showing the branding and event design.
A close up on a tatoo being made at the tatoo station as part of the experience program at the KIA launch event.
A photograph of the tatoo station as part of the experience program, at the KIA launch event.
An image of the reveal of the new KIA proceed car at the harbour.
An image of the reveal of the new KIA proceed car at the harbour.
An image of the reveal of the new KIA proceed car at the harbour.
An image of the reveal of the new KIA proceed car at the harbour.
A photograph of the graphic design for the floor, showing a concrete floor and bold white typography.
A photograph of the graphic design for the floor, showing a concrete floor and bold white typography.
A photograph of the graphic design for the floor, showing a concrete floor and bold white typography.
A photograph of the graphic design for the floor, showing a concrete floor and bold white typography.
An image of the new KIA proceed car in red, surrounded by people.
An image of the new KIA proceed car in red, surrounded by people.
An image of the new KIA proceed car in red, surrounded by people.
An image of the new KIA proceed car in red, surrounded by people.

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