“Big City, Small Car“ – Genesis Mint Concept Car Presentation

Blackspace
© Photos Genesis Motor America, LLC, Fountain Valley
© Photos Genesis Motor America, LLC, Fountain Valley
© Photos Genesis Motor America, LLC, Fountain Valley
Published in the
Event Design Yearbook 2020/2021
Book cover

Description

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.

Details

Agency
Blackspace
Client
Genesis
Year
2019
City
New York
Country
USA
Dramaturgy
The Bridge.co
Direction / Coordination
Invnt, LLC
Artists / Show acts
Condé Nast, World Trade Center

Categories

Industry
Automotive Industry
Location
Rented Location
Topic
Oversized, Scenography, Sculpture
Type
Brand Activation, Fashion Show