When BYD tasked us with transforming a high-capacity event hall at Farnborough International, also home of the largest business airport in the UK, into an interactive walk-through space for the two-day product launch of their new hybrid, the BYD SEAL U DM-i, there was one additional complication. We only had four weeks to do it.
So, we hit the ground running.
Working alongside automotive marketing agency ‘We Are Nameless’, our goal was to turn the expansive venue into something that felt both intimate and dynamic. From the walkway to the stage to the breakout spaces, every element was designed to underline both the SEAL U DM-i’s innovative design and its positioning as the premier hybrid family SUV.
Guests arrived through a tunnel, dramatically lit with interactive floor-to-ceiling illuminations. On entering the hall they were greeted with a 20-metre LED backdrop that filled the large space with impressive visuals of the SEAL U DM-i in action. The car itself powered key experiential elements including selfie booths, popcorn machines and a cinema screen showing DreamWorks family film ‘The Wild Robot’. Walk-through areas invited guests to explore key features of the SEAL U DM-i, including its cutting-edge vehicle-to-load technology.
Onstage, there were presentations and live product demonstrations and later, performances, as the space was further transformed into an evening party venue with live entertainment and cocktails.
For day two, we worked quickly to reconfigure the space for a day of meetings with UK dealerships. We coordinated the speakers, handled all the content, and ensured every presentation flowed smoothly from a technical point of view, allowing dealers to get to grips with every aspect of the SEAL U DM-i.
