Building almost a city from scratch.
SEAT's CLTs are the most important events of the year for the global sales team. Here, dealers from all over the world are introduced to the launch of a model. In this case, the iconic SEAT Leon.
At C14torce Experience, we worked and coordinated everything from the concepts to the construction of the event, which was to be held at the Port Aventura Congress Centre and had to be cancelled (already set up) due to the COVID19 pandemic.
Opening show
6 months of hard work
It was a challenge to work side by side with architects, interior designers, set designers, logistics agency... And also to find the solution to build our dream: a 30 meters catwalk that was a gigantic "magic cube" of mirrors and light. And it was a great sadness to dismantle it without the audience being able to experience it live.
It was also a challenge to take care of every detail: from the signage of the spaces to the conceptualization of the car presentation show, the creation of spaces for workshops, resting and the selection of the location, decoration and concept of the show for the night party of each group of dealers (300 every day for a month and a half). All this, without moving away from the sporty fun spirit of the new SEAT Leon.
Agency: C14torce
Creative Direction: Luis Villalba
Creative supervision, concept and copywriting: Ana Simón
Art direction and concept: Federico Zordán.
Design: Marta García, Dani Juandí.
Architecture: Bach Arquitectes.
Construction: Nussli.
Scenography: Dreinull
Creative Direction: Luis Villalba
Creative supervision, concept and copywriting: Ana Simón
Art direction and concept: Federico Zordán.
Design: Marta García, Dani Juandí.
Architecture: Bach Arquitectes.
Construction: Nussli.
Scenography: Dreinull