Immersive pavilion

The expression of American luxury

We collaborated with Lincoln to refresh its auto show presence for the Shanghai Auto Show, to better reflect personal luxury whilst clearly expressing the incredible technology that the brand pioneered.

The Lincoln brand had matured substantially in China and its latest vehicles were a testament to this. Embodying a striking combination of progressive American luxury with features that were uniquely relevant to its Chinese audience.

The 2021 Shanghai Auto Show was the perfect time to refresh the brand’s auto show experience, reflecting the brand’s vision of personal luxury alongside the incredible technology that Lincoln was pioneering in the market.

Introducing the Immersive Pavilion

We had a clear desire to create something iconic and unique within the auto show environment. To create a destination that would fundamentally become a brand home for Lincoln, a space to discover the brand in a consistently exciting experience.

We, therefore, created a sensory omnichannel brand experience named, ‘The Immersive Pavilion’. Each area of the stand had its distinct characteristics bound together by a unified mid-century modern aesthetic. This emphasis on timeless luxury created a cohesive experience that was bold, exciting and reflected Lincoln.

An iconic statement

Making an iconic statement within the auto show environment, the Lincoln stand was unmistakable.

Rather than concentrating the entire structure at the rear of the stand, we ran a generous upper deck perpendicular to the glasshouse. Walking through the environment, spaces flowed and spilt into each other to create a more personal and intimate atmosphere; galleries became informal lounges, and elegant stairs led to a long-spanning deck.

This created a sense of contrast that felt completely natural for a brand like Lincoln, both timeless and distinctly contemporary.

The future lives here

Located at the front of the stand, the entrance pavilion was the embodiment of Lincoln’s forward-looking attitude. So much so, that we named it the ‘Future Lab’.

For the 2021 Shanghai Motor Show, the ‘Future Lab’ hosted an incredible, interactive expression of Lincoln’s new HMI, ‘Constellation’, where guests’ every movement was picked up by full-body motion sensors and reinterpreted on the double-story LED screen for a fully immersive experience. Each year, the ‘Future Lab’ would be re-invigorated with new artwork that transported guests into Lincoln’s new vision of luxury.

Shanghai Auto Show Awards:
Best Stand

Ford World Excellence Award

For the audience

Through moments of surprise and delight, audiences have been offered a truly immersive experience that is not typically found at an auto show. Through this experience, visitors have experienced something truly unique and connected deeply with Lincoln’s take on luxury.

For the brand

Reflected in the outstanding results – including the experience winner of Best Stand at the Shanghai Auto Show. Not only did the experience connect deeply with the in-person audience but it also helped Lincoln reach a wider audience through 1.6 million media impressions. Most importantly the brand’s sales increased by 20% following the implementation of Imagination’s experience programme.