KIA Proceed Barcelona - Media Lounge

KIA Proceed Media Lounge - Branding

Branding

Strategy

To launch the new Kia Proceed to Europe’s leading journalists, bloggers, and influencers, we created an immersive event experience that turned a product presentation into a moment of cultural impact.

Strategy: Building on Kia’s campaign themes: Daring, Individual, Stylish, and Confident. Our strategy was to transform these core attributes into a physical experience. We selected a dramatic ship hangar as the stage for an unveiling that felt bold, unexpected, and deeply aligned with the ProCeed’s character. Every touchpoint was designed to let guests feel the attitude of the car long before they saw it.

Solution: We brought the concept “The Arrival of the New Kia Proceed” to life through a contemporary, container-inspired environment filled with neon accents, tropical elements, mirrored surfaces, and striking brand colours. The highlight: the ProCeed hidden beneath a full-size shipping container, revealed through a dramatic lift moment. After the reveal, the outdoor hangar transformed into a lively social playground with food stands, a bar, a dance floor, and interactive experiences, from a live tattoo station to a selfie tunnel, each representing one of the car’s signature traits.

Client:

Kia Europe

Location:

Barcelona

Services:

Brand Strategy, Brand Design, Art Direction, Design

Year:

2018

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