Lotus Eletre Hyper Drive
Oslo, Norway
2023
ART DIRECTOR
BRAND EXPERIENCE
EVENT DESIGN
The brief was to deliver an engaging global media drive event in Oslo, Norway for the new Lotus Eletre – the brand’s first all-electric Hyper SUV. The event incorporated two dynamic road driving routes, a high-performance airfield experience where guests were able to test out the 900hp Eletre R model, an audio demonstration and two immersive product messaging exhibitions, known as the ‘Tech Zones’.
My role was dedicated to the set concepts, design and builds at each location, helping to bring this vehicle launch to life. We travelled to find venues and transformed environments with immersive set builds, which channelled a slick and hyper-tech aesthetic to reflect the essence of the brand and the technology of the Eletre.
LTS01 / →
The use of black throughout the Tech Hub allowed us to control lighting and yellow LED highlights, as well as create a cinematic experience around the digital displays. The rooms structure and floor graphics discretely guided guests through the space so that they could interact with each zone and story in our chosen order.
LTS02 / →
To showcase the Eletre’s performance and speed we took over a hangar at a private airfield, placing hospitality at the forefront. Guests were invited to listen to insights and demos led by Lotus Engineers, followed by a high-performance test drive experience on the runway.
LTS03 / →
Each rotation began and ended at our exclusive welcome zone at Oslo Airport. We took an ordinary car park and overhauled it with the Lotus brand identity. It was important that guests were welcomed with a strong sense of arrival and hint of luxury in what is otherwise a mundane space.
LTS04 / →
Further activities and concepts were explored for the media drive, yet did not come to fruition. Initial concepts were imagined and presented to the client with hand-drawn scamps.
LTS05 / →
