WM Pop-Up Store 2018

The EX5 is an electric compact crossover SUV made by the Chinese electric car manufacturer Weltmeister. A pop-up store was to be developed to introduce the new brand and present the first product for the chinese market. It was to target a younger public and provide a topic of conversation. The aim was to stand out from other automobile manufacturers with an artistic campaign rich in content.

Uniplan was inspired by Nordlicht and developed a type of “ice house”. Embedded in settings of cool ice and a cozy hygge flair, the new car was presented to the public. Its design incorporated the colors of the brand and realized a summer and winter version. In terms of content, the car presentation was integrated into a story designed to raise awareness of the effects of global warming and show the transition to a new era of electric cars. A brief video took the visitors to the North Pole, let them listen to the sound of melting glaciers and told of the problems faced by polar bears. For this purpose, the automobile brand cooperated with NGOs. Content, photos and videos were communicated through the official Wechat channel as well as with the help of fans and influencers.