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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.

Strategy: The task was to develop a unique and unforgettable event experience for the launch of the new Kia ProCeed in front of European press and selected bloggers and influencers.

Solution: Under the banner “The arrival of the new Kia ProCeed”, the event took four key product characteristics from the marketing campaign – daring, individual, stylish and confident – and put them center-stage. For the car’s unveiling, a distinctive venue was chosen in the form of a shipyard hangar. Inside, we created a contemporary look that expressed the four concepts, utilizing large shipping containers, mirrored surfaces, tropical plants, neon signs and colors from the key event visual. Outside, shipping containers provided temporary spaces while the main star of the event, the new Kia ProCeed, remained hidden beneath a container before being dramatically unveiled as the container was lifted. After the unveiling, the outdoor space was transformed with a bar, food stands and a dance floor. As additional entertainment, visitors could take part in an experience program reflecting the four themes: a live tattoo station (daring), a hairdressers (individual), a selfie tunnel (stylish) and a photo wall (confident).

Client:

Innocean / Kia Motors Europe

Location:

Barcelona

Services:

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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