Mission: As a key promotional channel for trendy brand Lynk & Co, the auto show undertakes the creative mission of leading the trend of the automobile market every year in its diverse design. At the end of 2021, VAVE Studio and Encore Exhibition received a new brand upgrade demand from Lynk & Co, redefining the auto show space that "subverts the auto industry" for it. Concept: Lynk & Co is born to“subvert the auto industry.” Lynk & Co has created an emotional connection with its customers that goes beyond the use of product. It is the lifestyle concept around the brand. VAVE Studio, as a design firm, is helping Lynk & Co to "subvert" even more from a spatial experience perspective. Developing a better mobility concept means moving away from a product focus to connectivity, independence, flexibility and sustainability. We are taking the brand story forward, bringing the experience to the forefront and saying no to the traditional "big parking lot" at auto shows! Realization: We defined a creative meeting point, with a rigorous and brand-driven design language that seamlessly merges the digital and real worlds. Connecting brands with people is what we do. The Lynk & Co booth welcomes visitors with a huge LED wall and an oversized CO sculpture in the middle, seamlessly connecting the digital world and the real world with a rigorous and brand oriented design language. Whether exploring exclusive digital collections or a VR zone where visitors can experience the thrill of a racing simulation in an urban playground – interactive experiences are spread throughout the space. There was also more fun to be had at the booth: DJ performances, robot choreography show or spectacular product presentations. With its finger on the pulse of the times, Lynk & Co is disrupting industries to change mobility.

As a new upgrade of Lynk & Co auto show system, the client's demand was to achieve flexibility in the construction of the structure, in order to cope with different auto show and road show venue conditions. Therefore, we made a perfect modular booth design and deconstructed the brand logo on this basis, extracting "CO" as the core visual element of the auto show system, which strengthened the brand symbol and also perfectly conveyed the brand's value of "Co to Everthing". "This design not only solves the client's functional needs, but also strengthens the brand influence on the customer.

Although this was a spatial interpretation for an auto show, the solution achieved such a huge response in the industry that the client used it as a spatial guideline to standardize the design of all exhibitions, flagship stores and city showrooms.

No brand has ever had the courage to place its products at the back of the auto show, because the traditional arrangement can't get rid of the “car selling” scenario, and therefore generate serious aesthetic fatigue among the society. But Lynk & Co’s auto show design successfully proved that even if the product is not emphasized, the marketing power of the brand can be maximized, and this move has changed the game rule in the auto show industry.

Creative Director: Tobias Geisler， Haijie Hu Strategy and Planning: Wenqian Luo， Ziyao Li，Chufan He Space Designer: Vincent Kropp, Matthias Suetterlin, Wenqian Luo, Yue Wu Graphic Designer: Whan Lee Motion Designer: Benjamin Muehlbauer Partner: Encore Exhibition

The goal was to help an automotive brand develop a more scientifically reusable spatial language, which turned out to be better than expected, not only achieving this functional requirement, but also setting a new standard for the client's brand space.