KIA Universe of Elements: Playful Brand Experience

As the official partner of the e-sports event “Red Bull League of its Own”, Kia pursued the aim of integrating itself seamlessly into the event that presented itself and at the same time of persuading young gamers of their own e-mobility mindset. Jazzunique developed the “Kia Universe of Elements” for this purpose: an experience of the brand as a whole that combines the Kia Nature Elements with the gaming world of League of Legends.

Within a minimalistically set up spatial design, visitors to the event were able to experience the Kia brand and its new e-car EV9 via various activity areas.

It was possible to individually configure the EV9 within a gaming landscape as a VR experience. An immersive portal created a unique gaming scenario through floor sensors, synchronised animations and the associated activation of mysterious symbols. Reactive lighting, generative sound effects and mirrored surfaces provided an impressive enhancement of perceptions and the sensory experience.