Brand hotel and lifestyle cosmos

The aim was to make the market launch of the new VW Fox an attention-grabbing press event. 80 international car journalists were invited to the 30-day event in Copenhagen for two days each to experience the new Fox. We radically rethought the press event and made it an event by the target group for the target group. In a city takeover, all of the press touchpoints with the vehicle were designed by young international creatives. For four weeks, Copenhagen was the setting for an art, culture and design festival to mark the launch of the VW Fox. The young urban target group became active themselves; as designers and operators of the Hotel Fox, as chefs and artists. The result was a brilliant media response.