Client, Messebau
Geneva, Switzerland
2019
GALA
Swiss sports cars by Piëch represent pure driving pleasure without distraction. But how do you convey tranquility in a hectic trade fair environment? We created an "Anti-Exhibition Stand": replacing cold high-tech and noise with a warm living room atmosphere. A decelarated oasis that stages the new GT Mark Zero as a functional work of art.
Disruptive Exhibition Concept
Interdisciplinary Design Execution
The Geneva Motor Show is one of the most competitive environments on earth. For the launch of the Piëch brand, GALA Design had to stand out. Our strategy was "Inverted Marketing": being quiet while everyone else was loud. By using warm textiles, wood, and dimmed lighting, we created a profound contrast to the sterile halls, emphasizing the exclusivity of the prototype.
We translated the values of a classic sports car, elegance and timelessness, into architecture. The stand did not feel like a temporary build, but rather an established salon. High-end materials and authentic craftsmanship communicated a subconscious message of durability and superior quality to every visitor.
By breaking expectations. When the industry leans on technology, we lean on emotion and haptics. The human eye is naturally drawn to contrast, and our "Silent Luxury" provided exactly that.
In the luxury segment, absolutely. Clients aren't looking for data sheets; they are looking for a lifestyle. The lounge environment transports that feeling of belonging and comfort instantly.
It is the decisive factor. We used warm focal spots to highlight the car's curves (the "Liquid Light" effect), while the lounge remained in soft, diffused light to ensure visitor comfort.
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