Automotive brand experience

We turned an upcycled shipping container into a stunningly unique automotive brand experience that celebrates the joy and pleasure of driving.

Background

As an organisation built on the premise of ‘Defying conventions’, Mazda Motors UK wanted to share the joy and pleasure of driving at a series of events around the country. And the company wanted to do it in a brave and creative way, staying away from traditional exhibition trailers, often clunky, imposing and not very welcoming. So Mazda’s events marketing team asked us to create a bespoke automotive brand experience from an upcycled shipping container.

Challenge

Our client needed a creative solution to help their events team deliver an experience that was personable and luxurious, but could also be set up by a single person in as little as just two hours. Mazda also wanted the experience to feel open and inviting, avoiding the hard sell feel that most exhibition trailers can create.

Solution

We re-engineered the shipping container to develop a versatile space that was suitable for a variety of indoor or outdoor events. The fixed size (38m sq.) limited what could be done within the structure, so we looked for ways to increase its versatility, allowing the Mazda team to change the mobile container to adapt to different situations.

We cut and replaced the sides of the container with custom-built canopies that were powered by hydraulics and could be extended independently at the touch of a button. This opened up the mobile unit, creating a light and airy atmosphere, and making it possible to accommodate up to 30 people at a time.

We also incorporated sliding glass doors with branded decals into the design to help make the space comfortable in adverse weather, or shut out noise during presentations. The illuminated brand signage folds up to add height to the mobile unit and increase visibility at trade shows or busy outdoor events.

Inside the unit, every detail was designed and fitted out to celebrate driving, immersing visitors in a rich sensory experience.

As well as a full bar with HDMI ports for laptops and tablets, we installed a media wall that incorporated four flush-mounted TVs to play promotional videos and other rich content. The media wall swings out to offer additional storage space and provide access to USB ports on the back of each TV.

The premium finishes and polished stainless steel edging were inspired by our client’s head office in Dartford, helping establish brand consistency.

The internal LED spotlights and pendant lighting created a pleasant and welcoming atmosphere for visitors as they move around the space.

Perfect for an exclusive drinks reception, or high-energy promotional event, the upcycled shipping container became a streamlined, self-contained tool that Mazda’s marketing team could roll out with minimal effort.

The platform floors, which can withstand up to 2 tons of weight each, can be folded down on either side of the unit, extending the footprint to double or triple the original size and allowing up to two vehicles to be displayed. The motorised hydraulic arms make it easy for staff to independently extend or retract canopies to suit different event requirements.

The mobile unit – of course meeting health and safety regulations with anti-slip flooring, platform ramps and steps – can be easily folded up and loaded onto a truck for simple delivery, deployment or storage. And only 2 hours are needed for just one person to set everything up, from delivery to being event-ready.