This event marked Lotus’s most significant launch in a decade with the introduction of their first all-electric Hyper SUV, the Lotus Eletre. Over the course of two days, 150 media representatives from around the globe attended, experiencing dynamic routes tailored to highlight the vehicle’s features. Leading and managing all aspects of the creative direction, including the design of two immersive, split-themed areas: a tech zone and a performance zone. These spaces featured large-format wall-mounted infographics and engaging video content. Additionally, planning and art-direction for a comprehensive suite of hero press images and video footage to capture the essence of the event.

The welcome area of the Norwegian hotel featured detailed wall information, and each guest received a personalised welcome letter accompanied by a unique British newspaper outlining the upcoming programme. A specially designed runway hanger provided information about the R vehicle and the Lotus brand, offering an engaging space for guests. Each area was carefully crafted to ensure that media representatives could easily absorb the key product messages while meeting with the relevant engineers, enhancing their understanding of the car’s innovations.

Throughout the entire programme, we led the content creation team responsible for producing bespoke film and photography for the attending journalists. Each piece of content was meticulously edited, retouched, and delivered within 24 hours of their departure. The coverage reached over 20 million viewers, marking a significant success for the brand and amplifying its global presence.