For the launch of the new Polestar 2, the agency Vok Dams produced an attention-grabbing pop-up experience in four key cities: Hangzhou, Shanghai, Beijing, and Shenzhen. VIPs, press and the general-public were invited to learn more about the Polestar 2 and the brand behind it. The roadshow became an emotional brand experience, complementing Polestar’s digital sales model and sharpens the brand’s public profile.
Following the minimalist design of the performance electric vehicle, the “Polestar Cube” was a modular, state-of-the-art structure, combining aesthetics, sustainability and connectivity. The cube reflected the full range of innovative thinking, which is central to the Polestar brand.
The overall objective of the brand experience was to reach maximum awareness. The “Polestar Cube” was placed in true hotspots of the cities. Its impressive design made it a real eye-catcher for all guests and passers-by. Stunning anamorphic 3D projections created a real sense of depth, and communicated the key brand and product messages: sustainability, safety, connectivity and design. An immersive and powerful brand experience that fascinated thousands both onsite and online.
The current experiential trend is a sway towards regional events, with many small events held in different locations as a roadshow. Find out more and download the Vok Dams whitepaper “Think Globally, Experience Locally” for free here.
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