kubik’s unique concept for Amsterdam Motor Show

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In order to celebrate the 110th anniversary of the Amsterdam Motor Show, one of the oldest motor shows in the world, experiential marketing company kubik created an innovative new approach to showcasing a diverse collection of vehicles.

Working in co-operation with show organizers Amsterdam RAI, kubik proposed that rather than group vehicles by brand or manufacturer, the vehicles should be exhibited in imaginative, specially created thematic environments. This unique new approach will result in all of the show cars being grouped into six specific worlds: Family & Travel; Cabrio; Luxury & Sport; Adventure, City & Compact; and Green Innovations. Automotive manufacturers, brands and dealers will have their own corporate lounges and reception areas set-up in a dedicated exhibition hall.

“We anticipated the current market conditions in the automotive world and wanted to do something creative and new with our show”, says Fernand Molenschot tradeshow manager for the Amsterdam Motor Show. “This out-of-the-box approach from kubik offers car manufactures an excellent opportunity to display their latest models in an exciting new way that is also very cost-effective.”

In order to create a clear distinction between the different worlds, kubik utilized standard shipping containers as a running design element to clearly demarcate each world while taking advantage of the size of the containers to feature billboards with spectacular graphics and promotion materials. For each of the six worlds at the show, kubik designed a developed a unique graphic approach and incorporated the brand identity of the participating car brands into each graphic design.

“This was a great opportunity for kubik to expand our traditional automotive exhibits,” said Hajo Reinders, managing director of kubik‘s European head office in Amsterdam. “With this cool new approach at the Amsterdam show, the kubik team is going beyond design and experiential marketing to operational excellence as we take a lead role in program design, installation, production and execution of the graphic program.”

The new design concept was very well received and the Amsterdam Motor Show features thirty different manufacturers and over five hundred cars – seventy of which are making their Amsterdam debut.  The Amsterdam Motor Show runs from March 31 till April 9 in the Amsterdam RAI Exhibition and Conference Centre.

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