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There is nothing more powerful than human connection and what better way to engage a customer than to let them touch and feel a product that you want them to buy. This is especially important when you’re a new player in the luxury automobile sector. This was the scenario that our client Hyundai/Genesis wanted to provide when they launched the new Genesis Convertible during the LA Auto Show. We created an exclusive event that would provide an opportunity for Genesis to put their new product right in the hands of the customer. There was a buzz of anticipation with the Genesis being one of the top three being talked about and had elevated their growth into the luxury market with their impressive new EV. The significance of this moment even commanded the attendance of the esteemed company leadership from Korea. Attendance required an exclusive invite to a private location.
To be clear, we were responsible for the product launch only, but that moment was the crux of the evening and the ability for the guests to experience the incredible nature of this new automobile would spell success or failure.
Guests were welcomed to the Villa Ada, a stunning private residence in Malibu, and wined and dined, and then invited out into the backyard (right on the beach) where the reveal was to take place precisely at sunset.There sat a huge gray box alone and out of place. At a predetermined time, immersive headphones were distributed to guests to put on for the presentation of the new electric vehicle.
As the sun dipped to the horizon, dramatic music and a narration about the car and its features began, and the guests were immersed into the launch of the exquisite car as one wall after another fell away and lighting enhanced the golden moment of the car rising to its glory with an evolving golden California sunset as the backdrop. As the presentation ended, the guests were invited out onto the sand (now covered by the walls of the box) to explore the vehicle. It was simple engagement at its best. Capture the guests attention, show them a beautiful car, then let them see it up close and personal. We didn’t want the technology or mode of reveal to outshine the star of the show - the car. In all its simplicity, the experience was captivating and set the media sphere on fire with excitement.
It wasn’t as simple as it sounds. Tight timeframes to conceptualize, design, build, and test a hydraulic platform for sand was challenging. Despite meticulous engineering and construction to prevent sinking and withstand wind, last-minute changes and limited parts availability added pressure. Despite the difficulty, the system was fine-tuned just in time and showcased our team's adaptability and perseverance under pressure.
The intention was an incredible product reveal that matched the beautiful luxury of the auto, and our team of creative event professionals and engineers delivered with spectacular results. As “Car and Driver Magazine” said, “The Genesis X Convertible Concept Stuns in Los Angeles Debut” - just the result our client wanted to see. Market arrival is anticipated in 2026.
Nomination Title: The “Genesis X Convertible” Reveal Event
