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IROC / Concept car presentation

Discipline: Interior Architecture

Discipline: Interior Architecture

For its international world-premiere, the Volkswagen concept car “IROC” was presented as a young, dynamic rebel, a rock-star coming out of the dark. In the Airport Berlin Tempelhof, a special room-in-room architecture was built on 10.000 sqm: On an elevated speedway, which surrounded the whole audience, the car was presented driven fast in between two media layers. The observer was surprised by a real drive integrated into a virtual 360 degree-world consisting of a transparent LED wall and a video projections wall behind. The car became part of this spectacular media environment and only turned real when entering the stage.

Client / Manufacturer


Volkswagen AG
Wolfsburg, Germany

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eventlabs GmbH

eventlabs GmbH
Hamburg, Germany

Fabian Tank, Lars Debbert, Cedric Ebener, Holger Pütting