The objective was to transform the launch of the new VW Fox into an attention-grabbing press event. Eighty automobile industry journalists from around the world were each invited for two days to the 30-day event in Copenhagen to experience the new Fox.

We radically rethought the idea of press interaction and transformed it into an event created by the target group for the target group. In a City Takeover, all interactions the press had with the car were designed by creative minds from across the globe.

For four weeks, Copenhagen found itself in the grips of an art, culture and design festival centered on the launch of the VW Fox. The young urban target group played an active role as designers and operators of the Hotel Fox, as chefs and as artists. The result was an enormous media response.

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