大众·里约摇滚音乐节丨BrazilRio de Janeiro丨Almap

Volkswagen Rock in Rio

The new brand and concept

The most important symbol of the brand has been fundamentally redesigned. The Volkswagen logo is the most important link between the product and the brand and stands for Volkswagen values such as quality, attention to detail, value and durability

We want to become more human and move lively, to adopt the customer’s perspective to a greater extent and to tell authentic stories.

The rebranding also represents a tremendous opportunity to allow customers throughout the world to experience Volkswagen as a strong new brand, “New Volkswagen”. “New Volkswagen” represents a departure towards the new Volkswagen world, where digitalization and connectivity will make customer communications more data-driven, more personalized and much more individual.

Rock in Rio is one of the main music festivals in the world and takes place in Rio de Janeiro every two years. Held for seven days, the event presents some of the main names of the most varied musical aspects of the planet.

The project

In a partnership with Almap, we brought this project that marked VW's return to the festival, in addition to presenting the brand's new guideline to the general public.

This guideline consists of vibrant coppers, transparency and the brand's interaction with people and moving images. All of these elements were introduced here in this 3-story space.

2 cars were on display, one of them the ID4, an electric model that brings the company's commitment to favoring the "way to zero". incredible from the Mundo Stage.

Floorplan

Facade

Built with large LED panels and colored acrylics to show the integration between the stand, the cars and the people

Groundfloor

Open to the public with activation and car display

Mezzanine

VIP area for guests with special entrance, it had an exclusive bar and a gazebo for the main stage, this entire floor has a sustainable concept based on the "Way to Zero'"

Rooftop

An open space with a private bar and a comfortable and relaxed lounge for guests to enjoy the concerts with the most privileged view of the festival

Route 85

This space was used to show the new VW Kombi, and we used a Car Wash in the middle to show the evolution of an old Kombi with the new model

VIP Area

A space to show the new NFT produced by Volkswagen  and car display with "Way to Zero"

Thank you!

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