Audi’s latest generation A3 arrived in Taiwan amid the buzz of a party, thanks to a boldly different approach to the usual vehicle launch formula. Media and VIP guests were swept into a celebratory spirit as they contemplated the qualities of the new car while enjoying a catwalk show and spectacular lighting effects.
A sophisticated stage lighting scheme was used to intensify the event’s visual impact while dynamically ‘pulling together’ all its elements, from the Audi A3 to the fashions to the venue itself. The placement and coordination of light fixtures on stage and around the venue was painstakingly planned and endlessly rehearsed to perfection.
Meanwhile, the team created other venue features to further extend the ‘sophisticated chill’ of the launch. As well as the stage and Audi A3 display areas, the venue entrance was decorated to get guests into the mood. The venue even featured an art gallery-like VIP networking zone.
Up-to-the-minute style, sophistication and fun were the soul of this launch event – just as they characterise the car at the centre of it all.