More and more companies and brands are realizing that it is not enough to simply advertize products at great expense. They and the brand must become more of a symbol. Marketing events must therefore focus on the people, not on their own products. They must set an example and actually touch their visitors. The first Korean luxury car brand Genesis pursued such an approach together with BLACKSPACE. In times in which the divided nation is often the subject of international political and local tension, Genesis wanted to offer something that the people could be proud of – something that would bring them together.
At the same time as the international automobile exhibition (IAA) 2017 in Frankfurt, Genesis held a corresponding big festival, but thousands of kilometers away in Seoul, the home city of the company. The introduction of the new car model G70 was taken as an occasion to give away 20.000 free tickets to this exceptional major event. BLACKSPACE designed an impressive, fully animated stage at the Olympic Park of the city and invited stars such as Gwen Stefani, Andra Day and CL. A fashion show by Jeremy Scott completed the musical contribution. During this night, Genesis Motors did not want to present themselves as an automobile enterprise but as the host of a moment that brings people together and points the way.