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Situation
Land Rover wanted a world premiere media event to unveil the new 2005 LR3 during the New York Auto Show.

Solution
To accomplish the task, Studio Creative transformed an off-site location - the "white space" gallery of Manhattan's Chelsea Art Museum - into a sophisticated showcase that truly reflected the Land Rover brand.  Contemporary artwork, upscale furnishings, floral arrangements, branding graphics, and a jazz trio turned the museum's three floors into an experiential evening gala for automotive media.

On the first floor, the media were welcomed with cocktails and hors d'oeuvres. A raised area with theatrical lighting, concert audio system, and hanging plasma monitors set the stage for the LR3 reveal.

Following the unveiling and initial walkaround, the audience was invited upstairs to dinner on the third floor. Afterward, the media had the opportunity to circulate through the museum with Land Rover executives, designers, and engineers for ad hoc technical briefings with the vehicles.

Results
Land Rover was very pleased with the impressive introduction we created for the LR3.  For two nights following the media event, we staged the same presentation for specially invited dealers and select customers where a series of "focus group" comments were captured and used in local dealer advertising.