Shanghai Auto Show
"Design your own booth"
In China, the world’s largest market for electric mobility, Volkswagen is focusing on innovative and interactive brand experiences to inspire the young, tech-savvy generation to embrace its electric vehicles. To support this effort, we developed an innovative real-time drawing game and a participatory gaming app that effectively highlighted the brand’s presentation.
The exhibition stand centered on two key aspects of the brand: the world’s largest brand community—the VW Community—and the latest innovations in e-mobility. Both elements were presented in an interactive way and formed the core of an exhibition experience in which visitors could actively help shape the design. Under the motto “Design your own booth,” visitors took the lead, while the brand booth dynamically responded to their input.
Car Painting Space
In the Car Painting Space, visitors had the opportunity to bring their creative ideas to life directly on the vehicles. Through playful interaction, unique lighting designs emerged that extended from the vehicles, through the central LED control system, all the way to the ceiling light installation. The real-time painting game we developed allowed visitors to use “projection mapping” to project a paint design directly onto a real vehicle. The designs could then be shared on social media, making the experience even more interactive and viral.
Experience Game as an Interactive Dialogue
We also developed a gaming application based on a 25-meter-wide LED screen featuring three playing fields. This interactive, real-time motion game allowed visitors to get to know the Volkswagen brand in a playful way and actively engage in a dialogue with the brand.
This innovative exhibition concept powerfully illustrated the connection between community and technological progress, which lies at the heart of Volkswagen’s brand identity in the field of e-mobility.