Jaguar Land Rover Roadshow – built in the premium segment: exciting, distinctive, eventful
For the practical implementation of a series of temporary presentations of the brand-new premium vehicles Jaguar F-PACE and Range Rover EVOQUE Cabriolet, the agency Voss+Fischer chose the productive services of Isinger+Merz. The scenario: pop-up stores in temporarily vacant, unusual, and trendy city locations provide visitors with comprehensive information about the technical and visual product features of the advertised vehicle types. The themes “Innovation Lab” and “Urban Jungle” embody the defined lifestyle associated with the vehicles, are translated into mobile three-dimensional elements, and are presented as a backdrop.
ISINGERMERZ's proven wide-ranging portfolio of services in organization, production, and implementation predestined it for the lean, straightforward realization of the task: construction of the decorative elements and logistical and technical implementation of the five-day events in Frankfurt, Berlin, Düsseldorf, Munich, Stuttgart, and Hamburg. The focus was on staging the characteristic brand worlds and experiences at a high visual and technical level in terms of transport and assembly. We will now take a look back at this classic example of a typical temporary campaign in six steps.
6 steps to the perfect appearance
The time frame around the turn of the year could hardly have been more challenging, but ultimately, together with Voss+Fischer, we managed to get the complex project ready to go in just 55 days. Tight, task-oriented coordination, communicated with understanding by all involved, characterized the work rhythm of our core team from the very beginning. With a project manager, production manager, and tour coordinator, we were permanently represented by several people in the project, providing advice and practical support to the agency. Their equally high level of professionalism was the perfect building block for turning the intensive planning phase into a decisive turning point.
Synchronous progress was necessary in all phases of the project, meaning that commercial issues had to be dealt with in parallel with structural design, detailed technical planning, and material qualities. With our holistic approach to product design, which always balances function and aesthetics, we were able to draw on our diverse experience to incorporate important aspects into the design of the elements, all of which helped to optimize impact and handling.
Even though the tight schedule of deadlines ultimately required clear and courageous decisions, the accompanying qualitative development process never really came to a standstill in the background. A project always lasts until the end, and even surprising new requirements always found answers and effective solutions.
All parties involved had to make arrangements with the extreme short notice in the development of all construction groups. For example, the defining colorfulness of the "Urban Jungle" had to be harmonized on different materials and surfaces with the same visual effect. Varying pattern rows were created while the components themselves were already cut and ready for assembly; unproblematic because the work with all materials and every finish could be done completely in our workshops. All departments worked hand in hand, as they are specifically geared towards craftsmanship, including experimental work.
Thanks to detailed advance planning, a well-founded definition of the appropriate materials, and the recording of the exact conditions of use, the production process for the jungle itself was a colorful but rather unspectacular affair, measured against the exciting end result. Among our many workshop skills, carpentry, metal construction, CNC, painting, electrical/media workshop, and advertising technology were particularly active in the project and ensured just-in-time completion.
In general, the exemplary jungle principle can of course be applied to any individual mobile or stationary objects, even those that do not yet exist but perhaps should exist from a creative point of view.
The need to move the show between six venues dictated a disciplined transport structure. In particular, all mobile elements had to be dimensioned and portioned in such a way that truck volume was utilized as efficiently as possible. With centimeter-precise fine-tuning, all components were adjusted in height, width, and depth to the transport capacity so that they could be secured without further packaging and without slipping.
Since some locations could only be acquired and inspected after the campaign had started, the elements also had to anticipate potentially difficult delivery situations. During the preliminary inspection of the venues, our tour manager was ultimately able to give the green light in all cases and declare each event a success.
The events had to be moved from city to city between Monday evening and Thursday morning. For the extensive installations and decorations, including sophisticated lighting and media technology, our specialized installation teams had a remarkably small time frame. Despite this, unexpected events and requirements, such as sealing a dusty concrete floor in Stuttgart or laying a carpet at night in Berlin, could be covered by a short-term flexible increase in manpower. Even quick shots could be responded to so directly. Our nationwide network for mobile use proved once again to be indispensable.
What remains: Were we good?
After the constant movement of immense volumes of material in endless day and night shifts, always accompanied by great passion for the project, the unconventional event series came to an end after two months. For the creative agency, we were “a partner on an equal footing, who we can trust and who understands and implements our demands for detail perfectly.”
For us, the memory remains of an extraordinary assignment. Framework conditions and exemplary open communication skills on all sides helped us to optimally contribute our core competencies in production, implementation, and support. For this, we need little more than clearly defined customer wishes, the convinced will, and some time. We do the rest.