24 September 2012
Volkswagen showcases Golf at stand in Paris
- 22 exhibition vehicles on show at 2,763 m² stand
- Stand architecture mirrors striking design elements of new Golf
- Focus on communication and interaction
“Our stand at the Paris Motor show has emotionality and a customer focus as well as providing the optimum setting for showcasing the new Golf,” says Giovanni Perosino, Head of Marketing Communications, Volkswagen brand. “To achieve that, we have once again broken new ground as regards the stand architecture, exhibits and communications.”
The Hyperdrive’s three-dimensional supporting structure is 90 meters long and has an area of 998 square meters; the visitors’ zones inside this structure take up the themes of the different stages to the marketing campaign. Visitors are welcomed to the stand with an original French “macaron” and then enter the “Onething” section where they can find out more about the seven personal questions that feature in the first part of the Golf campaign. They then move on to the “Excitement Zone”, which presents a lavish film about the new Golf.
It is the “Feature Lab”, a 30-meter interactive area that brings together the real-life and the media vehicle presentations, which forms the heart of the exhibition performance. Laser radar technology similar to a giant tablet PC allows visitors to enjoy their individual experience of the product innovations. The final zone, the technology-oriented “Innovation Cell”, introduces visitors to sustainability at Volkswagen, technologies and innovations.
In terms of its architecture, Volkswagen Hyperdrive picks up typical design elements of the new Golf such as the more prominent tornado line, the striking fuel cap and the A and C pillars. “The iconic and classic design of the new Golf has inspired the Hyperdrive’s architecture,” Perosino said.
The stand constructors have laid over 100 kilometers of cable and assembled 138 metric tons of steel. 125 truckloads of equipment had to be transported to the Paris Motor Show.
Facts and figures on the Volkswagen stand:
Location: Paris EXPO, hall 4.0
Stand area: 2,763 m2
Length and width of stand: 84.50m x 32.50m
Erection commenced: September 11, 2012
Duration: 16 days
Erection completed: September 26, 2012
Production time: 9 weeks
Enclosed space: 4,134m3
Floor space: 1,100m2
Planning time: 9 months
Architects/ Designers: 7
Architectural highlights: Hyperdrive
Total number of lamps: 896
Vehicles and driving actions: 14 (press conference), 22 (2nd press day, public days)
Catering personnel: 30 service staff, 6 logistics technicians, 9 chefs
Number of hosts/hostesses: 180 in two training groups
Spokesperson Corporate & Business
Phone: +49 (0) 53 61 / 9-87575
Fax: +49 (0) 53 61 / 9-57 87182