Award: Best Automotive Stand – GOLD
Event Name: European Motorshow Tour
Agency Website: avantgarde.net
The ambition was to turn an exhibition stand into a brand experience.
- To bring to life the brand proposition – “Power Of Dreams”.
- To create a stand-out and impactful architectural statement which uniquely announces Honda within the crowded market of the global motorshow.
The stand’s most striking feature is the spectacular Honda ‘Dreamwave’ installation, something never done before, which uses 100m2 of suspended overhead LED screens immersing stand visitors in the world of Honda. This prominent element represents the Power Of Dreams and acts as an effective attractor, drawing visitors into the heart of the stand. The wave symbolises the dreams and aspirations of the brand as dramatic screen content – the ideas, visions and imagery flow across the wave, leading the eye to the hero product(s) positioned at the foot of the wave.
Visitors are drawn to the Dreamwave and central stage, a supporting tier of brand experience touchpoints are strategically placed to engage them, supporting the reveal of new products through emotive storytelling.
The visitor journey consists of bespoke touchscreen interactions: Dynamic multi-touch experience takes visitors on an educational story through Honda’s pioneering fuel cell technology; Multi-language games highlight the USPs of key Honda models through fun and engaging experiences.
Together with the unique Dreamwave structure, a distinct architectural language has been created for Honda at these Motorshows. Enhancing the dynamic form of the Dreamwave, a series of elegant sweeping lines define display zones and circulation routes across the stand. This curved geometry also informs the treatment of the layered main wall integrating the central screen. Beyond this elegant wall is a double height structure allowing Honda to entertain and provide hospitality to media and business guests.
The scale and precision of the build is impressive – over three-weeks we lay close to 2000m2 of flooring and rig almost 650 light fittings, which together perfectly showcase up to 19 vehicles.