BRUSSELS MOTOR/AUTO SHOW 2019 : CLOSE UP ON THE PROJECTS, BACKSTAGES AND HIGHLIGHTS OF THIS 2019 SHOW
What solutions are there to convert the guidelines of each brand and incorporate their marketing objectives? Follow the guide!
For two years, the new positioning of the brand translates into new promises of sales that place human beings at the heart of the brand’s concerns. Automobiles for more pleasure and well-being, that are comfortable and intuitive, connected and that offer ‘intelligent’ durability and are able to adapt continually to new technologies.
The booth, designed and built by our teams, is the image of this positioning and of the brand’s guidelines.
The style is more minimalist, and has the ambiance of a loft, warm and connected where the visitor is central.
This style is reflected in the choice of ‘trendy’ materials and colours like concrete, wood, black, etc. and also by the incorporation of a wide range of ‘people’ visuals, big digital screens, warm lighting.
Organisation and communication in clear and structured space
This year Volkswagen is not hesitating to exhibit all its models of cars and utility vehicles, emphasizing its electric models.
The brand is also presenting as a Belgian preview the new T-Cross, its latest SUV, as well as a prototype of the ID-Crozz, the brand’s range of a future generation of electric vehicles in the form of an SUV which will begin with the launch of the ID in 2020!
Another highlight: the VW Crafter. To demonstrate that it is aimed at a wide audience of professionals, a specific illustrated and animated area is also dedicated to it.
Discover animation to concretely visualize the evolution of this vehicle, which offers many arrangements with a single chassis!
The booth’s layout, the positioning of products, the high signage, the interplay of colours and materials on the floor lets the booth be clearly organized into different areas. Cars, utility vehicles, electric vehicles, new models, previews… are easily identifiable for visitors.
The booth’s construction under a contract made it possible to invest in equipment and also to reuse a large part of it.
The booth, designed and built by our teams, had to perfectly meet the strict design and guidelines of Maserati’s Italian architects.
The guide for the Maserati brand, which was nearly 250 pages long, was a challenge for our team to interpret successfully.
The work consisted, among other things, of finding alternate materials to offer a rendering equivalent to the very luxurious materials presented in the guide but which was in line with the budget dedicated to their presence at the Brussels Show.
The Alcantara and concrete slabs covering the walls are, for example, perfectly imitated by an adhesive coating, very realistic visually and to the touch. This solution is also used to ‘imitate’ the brushed aluminium of the arch.
The walnut parquet was replaced by laminate and the tile by vinyl.
The Maserati crest, on the other hand, was 100% custom made by our ADC metal fabrication workshop.
On the novelty side, we note the presence of the Trofeo version of the Levante SUV, doped by Ferrari. A mechanical jewel with captivating sound can reach the impressive peak speed of 304 km/h!
GINION GROUP - McLAREN AND ROLLS ROYCE
VIP and high-end ambience for the Ginion Group’s booth, the official importer of McLaren and Rolls Royce for the Benelux.
The challenge for our architect-designers was mainly to succeed in bringing together in the same space two luxurious British brands that have very different worlds: definitely sporty for McLaren and ultra prestigious for Rolls Royce.
They have designed a relatively sober architecture, leaving the vehicles to express themselves and decorate the space by themselves.
Separated by a common bar, the interior lounge consisted of two lounges with clean atmospheres, enhanced by the furniture and decorative objects in line with the DNA of each brand.
No changes to the guidelines for the brand we have been setting up a booth for in the Motor Show for several years.
On the program, on the other hand, are many new things, prototypes, previews and an emphasis on its electric range.
From the entry level to the hyper sporty and including the SUV and hybrid and electric solutions, the former are not to be missed!
For prototypes, we could discover the EQC, its electric SUV, which is intended to compete with Tesla.
Another prototype is the Smart Vision EQ: a self-driving electric car dedicated to car sharing.
Just as surprising is the prototype of its Vision Van, the delivery van of the future, electric and connected.
Podium, signage, the interplay of colours and materials on the floor identify the different areas and highlight the many models and new things.
The new Mercedes CLA and V Class, available within a few months, may be discovered in a world preview in ‘black boxes’. Models can be contemplated by visitors but not photographed. A precaution to prevent their publication in the press…
Porsche is celebrating its 70 years, tracing the history of the brand and offering visitors a European première!
The presence of the all-new ‘iconic 911’ was indisputably the star of the booth. It has a completely new exterior design and an interior inspired by the 911 of the 1970s but very ‘connected’.
The booth was practically ‘built’ around this new 911. Two specimens are exhibited. The first is placed at the edge of the booth to please the eyes and senses. Visitors can enjoy the comfort of the interior, while being accompanied by an adviser.
Other novelties, including the restyled Macan, are also to be found at the booth.
More comfort for visitors…
While in 2018 the booth was partly accessible without access control, this year the brand wants 100% control of its access. The solution limits the number of people present simultaneously in the booth and thus provides more comfort for its visitors.
And even though not everyone will sign a purchase order, all visitors were welcome to admire these racy sports cars!
See without being seen…
As in 2018, the brand’s wish was to make certain areas private. But this year, the idea was to retain a certain transparency that allowed ‘seeing without being seen’. The solution was to use on the windows a non-reflecting mirror film, thereby leaving the least lighted part ‘invisible’ and making the interior space private.
The solution also gives more depth to the booth. The effect is further reinforced by the perspective play of the giant screen reflected in the mirrored windows.
Another novelty is the floor the allows VIP ‘visitors’ to be welcomed in a racy Porsche atmosphere…
Note that during the booth’s development, our architects set choices in the materials used, with the result is a booth that is 80% reusable!
A booth with a ‘Catalan’ look reflects the origins of the Spanish brand.
For this project, our architects and developers worked in collaboration with the Belgian and Spanish offices. The stand was designed on the basis of Spanish guidelines. Some of the furniture and decorative objects came directly from the Spanish office.
In the booth, we also pinpoint the presence of an area dedicated to the “new brand” Cupra. Previously, in 2018, Cupra, the sporty crest of Seat had officially become a full-fledged brand. For the occasion, it exhibits its first model with the Cupra crest, the Ateca Cupra. Sports lovers will appreciate it!
After passing through Milan, Zurich, Brussels and Paris, the Bihr booth was reinstalled in our capital. It is a fully modular and reusable booth that our architects designed for this specialist in spare parts and accessories for motorcycles, scooters and quads.
The booth provides good visibility, thereby allowing Bihr - a reseller of several brands - to promote its reputation as a brand while respecting the customer’s budget constraints.
It is the first presence in the Motor Show for this network of new generation body shops, purchased several months ago by the D’Ieteren Group. A good opportunity for the brand to boost its reputation with consumers.
The booth is 100% modular with a mixture of panels and printed pictures. A good compromise to test a presence at the show while controlling costs with a quality image. A Hummer served as an ‘eye catcher’ while an animated contest was widely communicated at the booth.