Lynk & Co

In October 2018, Lynk & Co held a stylish event in Tokyo, Japan – the launch of their new vehicle model, the 03, at the awesome Fuji International Speedway race track.

Our primary objective was to deliver an impressive launch and press event to show the audience how the new model and the brand are differentiated from their competitors.

Responsible for design, fabrication, installation and project management, the Pico team leveraged our creativity and powerful execution abilities to deliver an incredible event that awed the senses of the 600 guests.

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Solution

The overarching theme was ‘Game Changer – Always Ready’. The team used the power of car racing as a vehicle to unleash their creativity, delivering an event that was full of energy.

The launch event was held at the Fuji International Speedway race track, located near Mount Fuji. Aiming to leverage the popularity of this famous location, the team conducted in-depth research on how to integrate the brand and its products with the geography during the idea creation phase. The end result was an immersive 'fashionable race track' on-site experience. To kick off the demonstration portion of the event, a fleet of Lynk & Co 03 cars were put through their paces on the speedway, with members of the media following close behind on a safari-style bus, feeling the driving force of the new car.

Before the launch portion of the event, guests were invited to visit five brand experience zones, named Design Space, Power Space, Brand Space, Driving Space and Car Racing Space. These zones showed off Lynk & Co’s vehicle design, mechanics, brand history, electronic systems and the incredible WTCR – FIA World Touring Car Cup. In addition, detailed brand-themed interactive activities, like a DIY postcard workshop, interactive photo-taking and a hand-painting booth offered further touch points for guests to experience and appreciate the brand’s unique essence. Complementing these hands-on experiences were ten food trucks serving delicious Japanese light refreshments.

As night fell, it was time for the launch itself. The creative narrative of the launch was based on the idea of urban road-workers opening up a closed road and unveiling the 03 model to the world. To set the scene, an opening video of Lynk & Co milestones was played, followed by the stunning introduction of the 03 on a stage decorated with racing track-style elements and was launched amidst a thrilling, light and sound-filled car show by six star racers.

To further reinforce Lynk & Co’s stylish and fashionable brand spirit, the launch also included a fashion show with crossover fashion products from Spanish sportswear brand Joma, with 30 models from nine different countries showcasing fashion items on the urban street-like stage.

Results

The event reinforced Lynk & Co’s exciting, stylish and fashionable image, gathering an impressive amount of media coverage.

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