Polestar 5 Launch Australia

Design of the pioneering ‘story studio’ experience to reveal one of three cars available globally to the Australian market. The space we needed to create was outside the global playbook: incorporating multiple layers to appeal to diverse audiences.With the primary intention of creating awe, our design vision needed to connect the heart and the head - delivering a 360-degree launch program, all designed around new global activation standards.Within the design, we needed to deliver quality and efficiencies within a fixed budget and a compressed timeframe housed within a complex heritage venue with exacting technical and aesthetic design requirements.

The design solution was engineered to the millimetre with audience at the core.The solution required collaboration with global teams to transform the heritage venue into a premium brand-aligned environment.The ‘story studio’ experience itself was a first for the venue: a completely narrative-driven experience broken into a three-act visitor journey: mezzanine gallery, curated product reveal, post-reveal exploration.For the space, we ensured 360-degree vehicle viewing to optimise content capture for target audiences, unlocking the venue’s industrial heritage with human-centred messaging, while ensuring complex technical elements such as the 10,000-lumen skylight, LED screens, and custom backlit imagery were integrated flawlessly.

Efficient. Balanced. Memorable. Globally benchmarked design within a heritage-listed venue.The experience Designteam created set a new launch benchmark for Polestar globally. It reinforced luxury performance positioning, generating earned and owned media reach and driving early market consideration and brand salience for customers.The program delivered was fully subscribed with strong engagement and valuable positive sentiment. Additionally, we ensured efficient design throughout the process, generating no waste from the event.The experience promoted performance electric vehicle technology as a key message, fostering emotional connection between brand and stakeholders while strengthening brand loyalty through curated discovery and proximity to experts.

• Provocative. Memorable. Special. • ‘Story studio’ contemporary experience design integrated all elements within heritage venue.• Minimal not simple: a bold original vision connecting the heart and the head.• Cleverly unlocked the industrial character of the venue to provide a premium backdrop for the product's National debut.• Efficient design approaches resulted in zero waste.• Designed with a message hierarchy in mind: product boldly featured from every angle.• Intentional experience design for both shared moments and individual discovery and connection.• Integrated human-centred layers of storytelling in addition to the technically advanced approach utilizing large-scale backlit imagery and technical lighting with optimal effect.• Established dedicated experience zones across multiple levels, including an arrival gallery and featured ‘hero’ reveal studio space.• Multifaceted use of the space to accommodate three distinct audience groups within a single-da.• Ensured the product was always the hero in the space by mapping and designing guest sightlines and technical elements seamlessly.• Integrated overhead 10,000 lumens skylight to boldly define the vehicle’s footprint with enhanced and striking visual impact.• Performance Architecture theme to align the venue's electric power-station heritage with the brand's luxury and performance messaging.• Curated three-act experience balanced collective group reveal moments with personal exploration and discovery of the product.