EMA winners: Best Trade Show/Exhibition

This is part of our coverage on GOLD winners from the Event Marketing Awards 2018. See the full list of winners here. 

GOLD winner: Uniplan
Event: Lynk & Co, The Co-Creation Playground
Brand: Lynk & Co

As a new car brand, Lynk & Co were keen to drive traffic to their booth at Auto Shanghai last year. To do that, Uniplan set out to design an unconventional booth to “challenge the status quo” and focus on a unique customer experience. Because of the brand’s disruptive model, the aim was to target an audience of young, digital natives between 18 and 35.

To do that, the agency used people instead of cars at the centre of its “co-creation playground” and used appropriate design language to indicate youth, urbanism, and a welcoming vibe. The playground included a parking lot that portrayed an urban sharing utopia, an upside-down skyline with LED curtains to reflect the flashy neon lights of the city at night, and a loft-style design without panel partition walls to emphasise openness.

The tangible product – the Lynk & Co 03 concept car – was revealed on press day in a “club box” setting with LED flooring below to display abstract road imagery. There was also a DJ with a producer inside of the cube to create the look and feel of a nightclub. At the end of the show, the booth welcomed over 100,000 visitors and generated over 17,000 positive stories.