Kia Proceed Medialounge Barcelona

The task was to develop a unique and unforgettable event experience for the launch of the new Kia ProCeed in front of European press and selected bloggers and influencers. Under the banner “The arrival of the new Kia ProCeed”, the event took four key product characteristics from the marketing campaign – daring, individual, stylish and confident – and put them center-stage. For the car’s unveiling, a distinctive venue was chosen in the form of a shipyard hangar. Inside, we created a contemporary look that expressed the four concepts, utilizing large shipping containers, mirrored surfaces, tropical plants, neon signs and colors from the key event visual. Outside, shipping containers provided temporary spaces while the main star of the event, the new Kia ProCeed, remained hidden beneath a container before being dramatically unveiled as the container was lifted. After the unveiling, the outdoor space was transformed with a bar, food stands and a dance floor. As additional entertainment, visitors could take part in an experience program reflecting the four themes: a live tattoo station (daring), a hairdressers (individual), a selfie tunnel (stylish) and a photo wall (confident).

Client: Innocean / Kia Motors Europe
Industry: Automotive, Event
Service: Concept, Design, Content
Period: August 2018
Location: Barcelona