How does one set a grand stage for a small electric car? With a considered choice of location, date, staging and partners. This was BLACKSPACE’s approach when developing a concept for the new electric car of the Korean luxury automobile brand Genesis. The product launch of the Genesis Mint Concept was to take place as part of the New York International Auto Show (NYIAS) but not get lost among all the exhibition stands and presentations of other automobile manufacturers.
The agency purposely decided on a trendy location in town, Hudson Yards, and on a date that was related to the trade fair but that still stood out: a day before the exhibition started. The content was also a departure from traditional concepts, transforming the market launch into a fashion show, in cooperation with Condé Nast. Amidst fashion design and an urban lifestyle, surrounded by oversized iconic accessories, the little car was presented in grand style in the Big Apple.