Lotus had a major rebrand in 2019 and the Guangzhou Motor Show was the first major global event where the new brand was to be showcased.
Guangzhou is an important and relevant location and market for Lotus so the brief was to create an eye-catching stand that would command attention from the audience and would reflect the significance of Lotus cars within the Asian market using all the new brand elements.
The stand brief was a platform to display cars, a semi private space for the Evija, meeting space, a good-sized VIP Hospitality area and to also deliver the press conference for the reveal to the region of the new Evija.
What we did
Connect were responsible for all elements of the show, from the initial stand design, selecting a local partner to build the stand under our supervision and the management of all third partner suppliers. We also designed and produced the press event and reveal using a select team from the UK and carefully sourced local crew who we managed.
Using the new brand guidelines we designed a stand that would promote Lotus Cars in the most compelling way and captivate the visitors to the show.
The stand was crowned with the Lotus yellow halo round the edge of the rigging which meant it could be seen from a distance. The hexagonal pattern from the engine bay of the Evija was reflected above in the stand rigging design. A raised revolve in the middle of the stand floor space allowed the car that was launched at the press event to be elevated for the reveal and then showcased effectively through the remaining public days.
The stand façade was made up of a large LED screen which was flanked by a stunning light box on one side and a window into the VIP hospitality space on the other. Another large light box sat behind the car which was an effective backdrop for event photography.
Inside was a separate area for the Evija which allowed the public to see in but also provided a more private space for VIP customers. Upstairs was well sized, smart meeting spaces and a luxury VIP hospitality space with screens showing content and a bar for all catering needs.