Green Room presents the launch of Kia’s game-changing new electric car

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The electric revolution is here. Plug-in car sales have accelerated by a huge 160% across the globe in 2021, as the EV market offering continues to ramp up, appealing to eco-conscious travellers keen to reduce their carbon footprint.

As trusted confidante to Kia, brand and retail design consultancy Green Room continue to craft the ultimate showcase for the brand’s latest product launches at the Great West Road showroom in London – this time, Kia’s game-changing new electric car, the EV6. The Great West Road sees 211,000 people drive past the 40-metre-wide Kia showroom every single day – dubbed ‘the biggest billboard in the world’. Capturing the attention of this fleeting audience is both a challenge and an opportunity.

At the start of the year, Kia unveiled their new brand identity and global brand slogan ‘Movement that inspires’; the premium EV6 is the first physical manifestation of the brand’s new direction, and a product launch that positions Kia firmly as an electrification pioneer, following their e-Niro and Soul EV models.

To optimise brand visibility and increase footfall, Green Room’s latest Great West Road design brings the sleek and striking EV6 vehicle to life through a theatrical and dynamic light show; illuminated pink lights ripple through the space, designed to grab the attention of passing traffic in a limited 3-5 second window.

Bringing the essence of South Korea all the way to Brentford, tree bark columns throughout the space burst into a cherry blossom canopy ceiling, with cars raised on mounds of fallen blossom petals below. A sensorial backdrop to Kia’s East Asian brand heritage, and a story continuation of the dream-like EV6 national TV commercial encouraging you to Inspire your senses – the campaign strapline which glows down on the passing cars from the showroom up above.

This campaign endorses Green Room’s continued, successful assignment to drive brand visibility and engagement for Kia at their Great West Road showroom. The all new EV6 campaign launched on 16th November 2021, and delivers a landmark moment in the next generation of the brand.

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