In July 2020, Polestar – a Swedish manufacturer of hybrid and electric cars – presented its new models in Germany. Combined launch and media events were designed to convey details, offer the possibility of test drives and introduce the brand in Germany. Uniplan organised small events complying with corona regulations for journalists and bloggers, creating an atmosphere conducive to communication. In addition, there was the possibility to test the new Polestar 2 in the real setting of a German metropolis. The concept was designed to distinguish it from stereotypical luxurious automobile presentations – less flamboyancy and luxury in favour of more substance and the opportunity to build up a trusting relationship.
The launch and media events each with between 15 and 35 persons took place in Hamburg, Berlin, Cologne and Munich. Apart from local content on site, a streamed Q&A session with Polestar CEO Thomas Ingenlath and some members of the design and product team supplemented the programme. The design and event concept reflected the values of Polestar, especially the topics of design, technology and sustainability. It presented itself with a reduced, linear but fresh design. The guests could use the vehicles freely. There was a conscious decision against prepared test stretches and in favour of real city driving conditions. There was also the possibility of a long route test drive to the next event location, which saved the additional transport of the vehicles.