Audi Uses the 'Unexpected' to Woo Guests at South Florida A6 Premiere

By Mitra Sorrells June 30, 2011, 12:49 PM EDT

Rather than cutting the long vines that had grown down into the event space from the garden above, organizers opted to incorporate them into the decor.

Photo: Oriol Tarridas Photography

When Siinc Agency set out to produce the South Florida premiere of the new Audi A6, company co-founder Isabel Chattas said they wanted to do something “in an unexpected atmosphere.” Rather ironic, then, that they chose to hold the car event the night of June 23 in a parking garage. Of course, when the parking garage is the seventh-floor event space at 1111 Lincoln Road, the sweeping city views and 34-foot ceilings do create a unique setting.

“We do events for Audi all the time, so it is a challenge to keep doing things that are innovative but that respect the different nuances of each vehicle,” said Chattas, Siinc's C.O.O. “The A6 is in the middle [of the Audi lineup], so we wanted to do something out of the box that would draw people in.” Nearly 600 people attended the party, where three Audi A6 vehicles and one R8 were on display; catering was provided by Rosa Mexicano. Unlike most Audi events, which are done all in white, for this premiere Siinc added a pop of color with bright Frank Gehry Color Cubes from Heller. “Again, to do something a little unexpected. And these were very visually compelling pieces,” she said of the decor decision. The venue’s management offered to cut long vines growing down into the garage from the garden above, but organizers opted to incorporate them into the look.

Your email inquiry will be sent to 3 venue