- Transforming Communication
smart first driving event, Barcelona 2014:
Young, urban and trendy – what better place to host the first driving presentation of a new smart car than Barcelona? In the very heart of the Catalan metropolis, OSK created a pop-up brand world in the Museu del Disseny to serve as a hub for the international press preview. It was to function as the base for about 500 journalists from around the world to explore the vibrant Mediterranean city in the smart fortwo and smart forfour.
The claim adopted by smart, “FOR a new urban joy”, underscores the fact that the two new models are not simply cars, but also convey a positive perception of urban living. Their core values are freedom, individualism, and an unbridled zest for life in the city. These concepts provided the leitmotif for the first driving event in Barcelona and also defined the flavor of the spatial communication.
The Design Museum chosen as the venue for the event by OSK, oozes the smart character of city life. Located immediately alongside the Agbar Tower in the center of the city, it represented a perfect gate to the new model generation. Inside, the sense of excitement was maintained by initially keeping the exhibition area under wraps – on arrival, visitors had to follow a mapped-out route before coming face to face with the new smart world.
The exhibition space for the automotive experts was a large room decorated in young, bright colors overlooked by an LED ceiling with warm red lighting. The sight lines led from the entrance to individual topic islands describing the benefits of the new models, including their design, safety, connectivity and technology. A special island was dedicated to the subject of agility. Here the OSK team created a bar with workstations exactly mirroring the small turning circles of the smart fortwo and smart forfour – 6.95 meters for the two-seater and 8.65 meters for the four-seater.
Those who wished to take a smart car away from the museum and into the urban jungle of Barcelona enjoyed not only the delights of a great microcar, but also OSK’s unique take on getting around. In addition to the car’s own navigation system, graffitis were applied to the roads in strategic locations ahead of each coffee stop and city tour checkpoint.