On 4th of May 2021 the new ŠKODA FABIA was revealed in a virtual premiere. The show was made accessible via stream for the trade press as well as for the general public.
We deliberately decided not to produce the show in a virtual studio, but in a real-world environment: The DOX, Centre for Contemporary Art in Prague. An original Tape Art exhibition, especially curated for the event, became set design and artistic red thread.
Although the premiere was pre-produced, it created a real live feeling. But we went one step further and broke down the boundaries of the classic premiere format: expanding reality, creating added value in terms of content and staging, and applying new ways of storytelling. Using the space in all its dimensions, thus creating images that an audience on site will never see.
Additionally, we made the venue digitally accessible: the architecture of the DOX was completely virtualised, digital visitors could move non-linearly through the location. The user experience was upgraded by numerous interaction possibilities and an AR car app – meaning we went truly hybrid.
