The Power of Dreams

In September this year, the IAA motor show in Frankfurt showcased the automotive industry’s latest products and most daring innovations. Avantgarde was amidst the action with a unique stand concept for Japanese brand Honda.

When Honda decided to find a new agency to lead the development of their stands at all major European automotive trade shows (IAA Frankfurt as well as the motor shows in Geneva and Paris) they were looking for an international company with an expertise in creating brand experiences, not just building a slick trade show stand. 

Avantgarde London and Munich joined forces and developed a concept that incorporated the company’s claim “The Power of Dreams” into a unique stand design: A ‘dream wave’ above the visitors’ heads shows the development from vision to automotive reality: the new Honda NSX, Civic Type R and the 2+4 concept car. Additional ‘dream clusters’ further expanded on Honda’s product categories.

Along with working closely with the client on all display, interactive, graphic and video content, London’s creative and design studio collaborated with Munich’s brand image design unit to produce the striking architecture of the stand. The London office is also in charge of all content development, client and project management and production over the next three years.

The first result of this collaboration was the Honda stand at this year’s IAA show in Frankfurt/Germany: The stand conveyed a creative and visionary atmosphere – completely in tune with the models on display. What made it stand out from the plethora of interchangeable pieces of brand architecture at the show was the integrated approach: communications, stand design and media usage had been planned and executed according to an overall creative vision. The stand attracted a total of 192,000 visitors during the show.

Stuart Bradbury, managing director at Avantgarde, said: “The Honda project demonstrates the agency’s ability to combine its own in-house design and production expertise with Avantgarde international specialist resources and local office insight. We are very proud to have been awarded the contract and look forward to creating plenty more brand fans for Honda.”

John Kingston, head of public relations and corporate affairs at Honda, added: “Avantgarde delivered against all the objectives of our brief. The team demonstrated a deep understanding of the Honda brand and its Power of Dreams proposition. Their approach balanced our requirement for brand impact and maximum visitor engagement.”

Beyond this year’s IAA stand Avantgarde are already developing the Honda brand experience at the first of six more shows in Geneva, Paris, and Frankfurt until 2017.