Automotive Ford Stand - Shanghai Motor Show
Automotive Ford Stand - Shanghai Motor Show from Rob Atkinson
Automotive Ford Stand - Shanghai Motor Show

With China’s auto industry fast becoming the biggest market in the world in 2009, Ford was looking to expand into Asia to counteract declining sales in Europe and America. The Brief was to create awareness and interest of Ford technologies and innovations in an interactive way at Asia's biggest Auto Show.
The design had to reflect Ford's brand values yet still provide audience engagement using a series of digital, mechanical and audio displays. In addition, a customized launch sequence was developed incorporating acrobats in constume from China's state circus and a computerized weight-controlled cable management system to lower the feature vehicle from within a false ceiling.
I worked on the concept, development and eventual installation in Shanghai, coordinating the material, mechanical, structural and digital engagement features within a consistent Brand platform.

Distinctive Yves Klein Blue wall sets Ford apart from its competitors. Achieved through a combination of photoluminecent paint and blue filtered lighting
Touch tables supported by wall graphics created unique displays, activities and digital interactives designed to communicate the technological and safety features of the vehicles on show
Gamification was key to audience participation and increased both footfall and dwell time on stand
The focal point was the central 'drum' which was the main launch mechanism for the feature vehicles
Acrobats from the Chinese State Circus were hired for the launch sequence, producing complex choreographed aerial manoeuvres that preceded the vehicle being launch
Drive Green touch table with supporting graphics communicating the environmental benefits and fuel efficiency of the drivetrain technology
Engaging activities such as a scalectrix mini-track race with customised vehicles and branded racetrack was a huge draw for visitors
Contained within the blue wall, the facilities included office and meeting room environments
Both production and concept vehicles were present at the launch and gave press and consumers alike a preview of Ford's regional program
All aspects of the stand from canopy treatment through to wall and floor colours were designed to reflect the brand, operating as a singular uninterrupted whole
The Ford Focus launch vehicle descends on a computerized cable-adjusted launch sequence that was the result of many hours of testing and rehearsal.
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Automotive Ford Stand - Shanghai Motor Show

With China’s auto industry fast becoming the biggest market in the world in 2009, Ford was looking to expand into Asia to counteract declining sales in Europe and America. The Brief was to create awareness and interest of Ford technologies and innovations in an interactive way at Asia's biggest Auto Show.
The design had to reflect Ford's brand values yet still provide audience engagement using a series of digital, mechanical and audio displays. In addition, a customized launch sequence was developed incorporating acrobats in constume from China's state circus and a computerized weight-controlled cable management system to lower the feature vehicle from within a false ceiling.
I worked on the concept, development and eventual installation in Shanghai, coordinating the material, mechanical, structural and digital engagement features within a consistent Brand platform.

Rob Atkinson
Design Director at Imagination London, United Kingdom