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MATRIX is breaking with typical auto show conventions and turning its back to the fairgrounds. The trade fair booth is transformed into a sleekly pop-up shop and nightclub. This stand-alone showroom in the city center is accessible to everybody. It transforms from a daytime retail hub to the city’s hottest night club and back in twelve-hour intervals. The involvement of local partners makes the club even more authentic. Donning VR headset, visitors find themselves in a digital MATRIX while standing in the real one. This double reality renders a vivid and exciting experience of the new car’s features while mixing virtual and actual space.
Marc Ziegler, Melanie Molnar, Moritz Pongratz, Robert Soschinski, Agnes Bachmaier, Lars Reiners, Jürgen Titz, Simone Grütter
STAGG & FRIENDS GmbH