VOLKSWAGEN 2016 - 2017 - BRUSSELS MOTOR SHOW
Focus on a stand that has been transformed to channel the new marketing position of the brand
In the past the market for automotive brands can be broken down into three categories: manufacturers of ‘General’ vehicles, ‘Premium’ vehicles and ‘Low-cost’ vehicles.
Until now Volkswagen has positioned itself as a ‘General’ automobile manufacturer, however it has decided to create and to position itself in a new segment: ‘the Mid-Premium’. A segment that is aimed at a middle class audience that is well educated, relatively well off, interested in change, progress, innovations, technology and is fully aware of the ecological challenges we face.
This new positioning translates into new promises of sales that place human beings at the heart of the brand’s concerns. Automobiles for more pleasure, well-being, that are comfortable and intuitive, connected and that offer an intelligent durability and are able to adapt continually to new technologies.
The stand designed and built by our teams and reflects the image of this new positioning.
The style is more minimalist, and has the ambiance of a loft, warm and connected where visitors are placed at the core.
This style is reflected in the choice of trendy materials and colours like concrete, wood, black, etc. and also by the integration of a wide range of ‘people’ visuals, big digital screens, warm lighting.
Walls in concrete
The ‘concrete’ look for the walls was created using a composite material that is a mix of wood and compressed, dry cement. A customised structure that was built specially to accommodate pre-cut panels in this material.
60-metre wing structure built in our workshops.
Do contact us and confidentially entrust us with the organisation of your presence.