GLIMMA’s Asian hub was fully revved up to deliver impressive branding solutions for VW Group at the motor show in Shanghai this April.
The Auto Shanghai show, now in its 15th year, is increasing in size and importance as the Chinese automotive market continues to grow. VW Group held an exclusive pre-show event, Volkswagen Group Night 2013 Shanghai, hosted by VW Group’s most senior executives, including the Group Chairman and Chief Executive Officer (CEO) and other CEOs within the Group.
With special invitation only for media, key customers, partners and dealers, the event is one of the most important in the automotive calendar and the branding had to be spot on.
GLIMMA, in partnership with our Key Partner in Germany, Kürten & Lechner GmbH, was firmly in the driving seat to project manage the delivery of the branded environment for the event. Tapping into GLIMMA’s international network of suppliers, we produced graphics, including billboards, self-adhesive vinyl for displays, plotter cut graphics and frosted film.
A prime example of global meets local, the supply chain included VW’s design agency in Germany, Smart Minds GmbH and GLIMMA’s key graphics partner in Shanghai, Top Photo Imaging. The pivotal role of co-ordinating this global team fell to James Ling, who heads up GLIMMA’s Asian hub.
He explains why ‘Just In Time’ worked just as well for this automotive exhibition as it does for automotive manufacturing itself:
“Designing temporary exhibition space is always a challenge as you are designing purely on paper; as the physical space starts to take shape, it’s inevitable that there will be last minute changes. In this case, there were amendments right up to just 90 minutes before the event opened! Thankfully by using local based and committed suppliers, we were able to offer complete flexibility to meet these changes and additions at short notice.”