Volkswagen at Auto China: Visual brand experience with curved LED streams

In spring, Chinese and international automotive manufacturers presented their innovations at the 14th Beijing International Automotive Exhibition – the largest industry meeting in China. The highlights of Volkswagen’s exhibit were its “lifestreams”: Four curved LED strips that impressively brought the Volkswagen product world to life for visitors.

Expotechnik implemented a two-story trade fair concept spanning a total area of 8,200 square feet for the Wolfsburg-based company. The focus of the concept was a show stage with a catwalk in front of a 50-feet-wide and 15-feet-high LED screen. In front of the stage was a highlight pedestal with three integrated car turntables. The glass floor of the trade fair booth reflected the exhibits, setting them off perfectly.
The “lifestreams” ensured a lasting and emotive brand experience: Four curved LED strips, each 95 feet long, on which the Volkswagen brand messages were presented visually. The LED strip screens at a height of ten feet caught visitors’ attention and invited them to interact with the Volkswagen brand world.

The trade fair booth also included a two-story building complex with a total area of 3,300 square feet, which provided space for offices and technical rooms. A coffee garden on the upper floor served as an atmospheric meeting area.
The greatest challenge in this major global project was the predetermined short set-up time in Beijing. A total of 30 shipping containers were needed to transport the extensive Volkswagen brand architecture.

The Beijing International Automotive Exhibition – also known as Auto China – alternates each year with the Auto Shanghai trade fair. Every two years, Chinese and international automotive manufacturers present their innovations at the largest industry meeting in China. This year’s Beijing International Automotive Exhibition took place from April 25 to May 4, 2016.