Last Wednesday—the first of two media viewing days at the New York International Auto Show—Kia hosted a late-afternoon event at Exit Art. Looking to punctuate its reception with a bit of mystery, the automotive company used lighting to hide its newest vehicle in plain sight. Working with the managers of the Midtown West gallery, the marketing team at Kia also incorporated the venue's current exhibition, "BrainWave: Common Senses," into the decor.
Surprise was one of the key directives given to the event's production company, Go! Productions, and lighting designer Pat Caramel. The red invitation, decorated with question marks, held very little information, save for the location and time, and that Kia's "design has been making news, and the best is yet to come in New York." The latter was a hint at the Korean-based manufacturer's Koup concept car, which was to be officially revealed to the press the following morning at the Javits Center.The Koup was the showpiece of the event—in its central spot in the gallery, it was demarcated from the other areas by vibrant red lighting and almost fully enclosed by floor-to-ceiling drapes attached to the site's columns. The car itself was red and partially covered, making it difficult for attendees to make out details and even the shape of the machine.
Knowing full well that its guests' day was packed with other events and press conferences, Kia provided free pedicabs rides from the convention center to Exit Art, and later from its event to any other venue.
Surprise was one of the key directives given to the event's production company, Go! Productions, and lighting designer Pat Caramel. The red invitation, decorated with question marks, held very little information, save for the location and time, and that Kia's "design has been making news, and the best is yet to come in New York." The latter was a hint at the Korean-based manufacturer's Koup concept car, which was to be officially revealed to the press the following morning at the Javits Center.The Koup was the showpiece of the event—in its central spot in the gallery, it was demarcated from the other areas by vibrant red lighting and almost fully enclosed by floor-to-ceiling drapes attached to the site's columns. The car itself was red and partially covered, making it difficult for attendees to make out details and even the shape of the machine.
Knowing full well that its guests' day was packed with other events and press conferences, Kia provided free pedicabs rides from the convention center to Exit Art, and later from its event to any other venue.
As the car wasn't debuting until the next morning, the Kia team wanted to give the press at the event a sneak peek without giving the game away, placing the partially covered red vehicle in a room washed with vibrant red lighting.
Photo: Chris Ross for BizBash
Although the event was only a block from Javits, Kia provided free pedicab rides from the convention center to Exit Art.
Photo: Chris Ross for BizBash
Kia, which announced its sponsorship of the 2008 Vans Warped Tour the day of its event, brought the shoe company in to customize shoes for guests at its lounge.
Photo: Chris Ross for BizBash
The production team created niches for the event sponsors that were more subtle in color and lighting, including a small space for Infinity Systems.
Photo: Chris Ross for BizBash
Kia left much of the artwork from the venue's exhibit in place, putting seating and bars around the pieces.
Photo: Chris Ross for BizBash
