The Sky’s the limit…or is it the stand? Mazda

Challenge

Mazda had revolutionary new technology to showcase in New York, but getting it noticed required making best use of a display space that was less than ideal.

Insight

To make a small space seem big you need to rely on brand insight driving design.

Solution

SkyActiv technology was Mazda’s ace in the fuel efficiency stakes and the 2011 NY Auto show was the perfect place to launch it. However, with a multi-million pound concept car as well as new engines and transmissions to showcase, stand space and height were at a premium.

We created The SkyActiv Zone - a dedicated area of the stand, designed to draw maximum attention to Mazda’s revolutionary new technology. The area was marked out with low, angled walls, while creative use of pelmets turned low ceilings into subtle references to the corporate logo, evoking the same feeling of "surrounded space".

Although set apart, the SkyActiv Zone was still unmistakably Mazda, with brand essence maintained across the whole stand and linked by line-of-sight to the main stage.   

Results

The SkyActiv zone attracted huge interest at the show from both customers and the media.