项目品牌： VOLKSWAGEN GROUP
项目地点： 首尔 江南区狎鸥亭街头
Volkswagen Korea unveiled its new flagship model, the all new premium sedan Arteon in December. Breaking with the conventions of an automotive launch, SMS GROUP built an experiential pop-up – ‘The Art:eon House’, open for one month in the heart of Seoul – to celebrate the debut of the vehicle. We created an immersive experience and event space that enabled audiences to enjoy Arteon’s beauty in every sense.
‘Beauty in every sense’
Taking over a building in the stylish shopping area Apgujeong in Seoul’s famous Gangnam district, we created a juxtaposition of experiences that could be explored with all senses across its 5 floors to promote the aesthetic and lifestyle behind Arteon. The Art:eon House became an exclusive destination in Seoul and a hotspot for the young and trendy from its launch on December 5 till the month’s end.
1F: The Gallery
‘The Gallery’ floor was dedicated to exhibiting the Arteon in the most beautiful and engaging way, with expressive media installations by renowned artists such as Johan Han making a lasting first impression.
Pete’s Studio & Dukes Coffee on the second floor brought the lifestyle behind the Arteon to life. Guests could visit an art exhibition with exhibits of Pete Eckart, a blind photographer that created stunning images around the Arteon, and enjoy the lifestyle product displays and the Arteon café and lounge. SMS GROUP collaborated with Dukes Coffee, a well-known barista brand from Melbourne, Australia, to provide different flavors for the visitors of the Arteon experience.