KIA on the IAA 2021 in Munich
Movement That Inspires
The Kia brand has radically transformed itself in 2021 with an elementary promise: Movement That Inspires.
Inspiring people to ideas through movement was the ultimate goal. This is especially true for a trade fair stand designed to let the industry & the public marvel at the boldly modernised brand. For the IAA Mobility in Munich, the challenge was to create attention for an intangible feeling within the mass event.
A credible brand experience must be surprising and interactive. If people on site feel that they are not just silent spectators but a living part of a production, then the connection with the brand is much more intense, immersive and ultimately more sustainable.
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Inspire to move
An exhibition stand is not mobile, but stationary, so the inversion of the claim was obvious to us: "inspire to move". The necessary movement for inspiration had to come from visitors to the stand.
The architectural concept needed a pull effect that attracts from afar and intuitively triggers a reflex for something moving already when approaching.
We called this immersive brand experience upon entering the Kia world the Kia Living Totem: a responsive installation that reacts live and in real time to the movements of people at and on the stand.
To turn the connection between people and brand into a holistic experience, we created an urban pavilion around the totem, which invited visitors on site on an interactive journey of discovery around the theme of Movement that inspires.
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Digital innovation and genuine encounters
The end result was a dynamic, constantly changing experience as a brand credo come to life in a publicly accessible space - our example of the symbiosis of digital innovation and real encounters.
In line with Kia's philosophy of using people's movement as a source of inspiration for their products, we developed a holistic design concept together with our friends from bright! and transformed Kia's new corporate identity into a spatial, urban and interactive experience.
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We do everything that is needed, right down to the last detail, to make your brand a spatial experience – from the brainstorming workshop through to the conceptual planning and final handover of the completely realised brand space.