DRIVING CULTURE - the new ŠKODA FABIA

DRIVING CULTURE – the new ŠKODA FABIA
Digital World Premiere | Streamed on May 4th, 2021

On May 4th 2021, ŠKODA unveiled the highly anticipated 4th generation of its best-selling FABIA. This iteration boasts a fresh design, incorporates cutting-edge technology, and introduces features typically known from higher vehicle classes. The result is a FABIA that's not only the smartest but also the most agile and emotionally resonant in its segment, effectively shattering conventional boundaries.

Confronted with the challenge of orchestrating a captivating launch event during the era of COVID-19, we devised a strategy grounded in three key conceptual pillars:

1. ORIGINALITY: CULTURAL FRAMING
The DOX, Centre for Contemporary Art in Prague, serves as an institution dedicated to democratizing art access—an ideal venue for introducing the FABIA, a car designed to make exceptional design accessible to all.
Our set design featured an original Tape Art exhibition, weaving an artistic narrative throughout the event.

2. ACCESSIBILITY: PRE-PRODUCED SHOW
The premiere wasn't confined to trade press alone; it was made available to a global audience through live streaming.
While maintaining the live character of the event, we steered clear of virtual studios, instead opting for a real-world environment that brought authenticity to the digital world premiere.
Cinematic elements redefined the stage space, enhancing the traditional premiere setting.
Clever editing, augmented reality, and extended reality segments injected delightful surprises into the production.

3. EVOLUTION: VIRTUAL PAVILION
We completely virtualized The DOX, allowing digital visitors to explore the venue non-linearly.
An array of interactive features and an AR car app elevated the user experience, making it both engaging and immersive.

The outcome was a dynamic event that fully leveraged the spatial dimensions of the venue, crafting visuals that transcended the in-person experience. By expanding reality and enriching the content and staging, we not only delivered a live feeling but also transcended traditional premiere formats. Or to say it briefly with our motto: DRIVING CULTURE TO THE NEXT LEVEL.