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The brand is working with experiential agency Avantgarde to deliver the activation at Geneva Motor Show. The agency's production director Rory Sloan said the stand build took 20 days and involved eight different suppliers.
The stand is approximately 2,000sqm, features 21 Honda products and a full armoury of media including a
high tech 4K 3D photon server, meaning that the team can move and replace media while it’s playing.
Honda will be showcasing a trio of vehicles at the show, including the new Honda Civic Type R which is making its world debut. Guests will also be able to see The Honda NeuV electric concept car and the Clarity Fuel Cell vehicle.
Sloan said: "Anyone who has ever delivered a European Motor Show or other event of this scale will know first hand the extreme levels of passion, hard work and stamina it takes to deliver these types of events. For Avantgarde, this is now our fourth delivery of a European Motor Show for Honda, and despite using the same stand framework, the concept is adapted every show to display new product and key features at each event. The planning for the next Motor Show has already begun so we always have to be thinking forward as we will be building the next show in just a little over five months."
Steve Austen-Brown, creative director at Avantgarde, said: "With each show for Honda we create a clear focus around the product heroes of the stand, the central focus being the stage content, which is brought to life with a dramatic and immersive ‘Dreamwave’ multi-screen feature. The content of the ‘Dreamwave’ changes for each event and uses the latest brand and product films, which we curate into a show edit to fit this dynamic multi-screen arrangement. The ‘Dreamwave’ display originates from a desire to embrace the essence of the Honda brand - The Power of Dreams.
He adds that the dreams shown on the screens surround the hero products set beneath them, with the focus of these dreams based around Honda’s brand pillars of sporty and advanced. The sporty styling and layout of the stand is combined with interactions that educate and explain the advanced technologies applied across Honda’s product development and product ranges.
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