The Brief
In 2017, Lynk & Co engaged Pico to help roll out its concept at two ‘A-class’ and five ‘B-class’ motor shows across seven cities in China, including Changsha, Chongqing, Guangzhou, Hangzhou, Tianjin, Wuhan and Zhengzhou.
Execution
Building on the marque’s emphasis on the modern urban lifestyles of young professionals, the team evolved a ‘playground’ theme for its show presence. The booth’s architecture maximised openness and flow, even dispensing with such obstructions as a stage to enable visitors to mix freely, converse, and build a community.
The booth’s activities matched the architecture for openness, with visitors mingling and even joining in on performances by DJs, rappers and dancing bartenders. Other interactive features included swing installations and a photo booth.
Results
Response to Lynk & Co’s show presence was galvanising, with the booth recording a flow of visitors that exceeded client expectations.
