INSIGNIA: CENTRE STAGE
The world premiere of the stunning new Insignia needed a fitting showcase – and we have created a spectacular setting that will show off not just new Insignia, but the whole range to perfection.
WORDS BY MARTIN GURDON
PICTURES BY VAUXHALL
New Insignia made its world debut at this year’s British International Motor Show in London, and the task facing our Exhibitions Team was to provide a stage to reflect the premium design values and advanced technology of this stunning new car.
Keith Michaels, GM UK & Ireland’s Marketing Operations Manager, has been involved in the design of the spectacular stand for the Motor Show from its inception - and he describes the final result as ‘amazingly satisfying’.
‘We were faced with three major objectives in considering this design’, says Michaels. ‘Firstly, we had to create a compelling structure for the world premiere of new Insignia; secondly we had to properly showcase the rest of the Vauxhall range; and thirdly we had to introduce the new and striking Vauxhall Griffin badge’.
Michaels also explains that another challenge in such a busy exhibition
environment is to attract and retain visitors on the stand. We had to create something which would cut through the exhibition clutter and act like a magnet to visitors.
‘We also have a new advertising strapline’, he says, ‘and that line, “Discover Vauxhall” lends itself brilliantly to an exhibition environment’. ‘And that’s what really led to the creation of the monolithic centrepiece, which visitors will have to enter to discover the secrets of new Insignia’.
The huge centrepiece is divided into two sections. In the ‘Design Gallery’,
visitors will discover the design story behind the new car – through stunning
video imagery and sound, as well as a brilliantly lit Insignia, centre stage.