Volkswagen (VW) set out to redefine its electric future by relaunching the VW ID series at the Shanghai Auto Show, one of the world’s most prestigious automotive events. With a 3000 sqm pavilion designed to captivate audiences and elevate VW's identity, the stage was set for a game-changing showcase.

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VW's initial launch of the ID series failed to resonate, deviating from its core principle of “making technology feel human.” To regain momentum, VW partnered with AVANTGARDE EDGE to craft a fresh narrative that would reconnect with its audience and reinforce the brand's prestige.

Our solution was VW City, a concept spotlighting everyday people living seamlessly connected lives, powered by the smart, human-centered technology of VW ID cars. The pavilion became an immersive hub featuring interactive installations that demonstrated the intelligent features and customer-focused value of the vehicles.

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The crown jewel of the pavilion was the VW City Plaza, boasting a groundbreaking double-sided anamorphic screen—a first in the automotive world. This naked-eye 3D display brought stories to life with stunning forced perspective effects, creating an unforgettable experience.

Behind the scenes, meticulous planning went into choreographing car movements, designing storyboard sequences, and tackling technical challenges to maximize the immersive 3D visuals.

The bold, interactive pavilion delivered a new, relatable vision for the VW ID series, reinforcing VW's commitment to human-centric innovation while reigniting excitement in the electric vehicle market.