VW MEDIA WORKSHOP
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VW MEDIA WORKSHOP 〰️
Client: Volkswagen China
Project: PRE-LOAD MEDIA WORKSHOP
City/Year: Shanghai, 2025
THE ASK
Volkswagen China needed a confidential pre‑load media workshop in Shanghai to introduce its first 3 next‑generation NEV show cars to a small group of core journalists and KOLs ahead of their world premieres at Auto Shanghai 2025. The objective was to deepen understanding of Volkswagen’s new China‑specific design and technology DNA, reinforce confidence in the “in China, for China” transformation, and enable embargoed content that could warm up the market before Group Night and the public reveal.
THE RESULT
The Pre‑load Media Workshop was designed as a salon‑style studio event in an urban, design‑forward Shanghai venue, combining an intimate workshop area with a fully equipped shooting space for the three confidential show cars. For one entire week, each day two identical sessions of around 25 media each were structured into a clear flow: mingle, a concise strategic keynote on “A new Dawn” a design‑led presentation using sketches and renderings to unpack the new China DNA, a dynamic three‑car reveal, followed by Q&A, interviews and dedicated pre‑shooting time.