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Subaru of America

Ascent Media Event

What if . . .
To introduce its newest SUV, an automaker invited press and brand influencers out of the booth and into a fully immersive, outdoors lifestyle environment?

Departing from the tradition of in-booth press reveals, Subaru decided to unveil its largest-ever SUV, the Ascent, with an event in a branded environment. Working with EWI as designers and general contractors, and in partnership with the drive company and production firm, Subaru set out to create an immersive and fun experience for an audience of media as well as local brand enthusiast groups.

We created an event space that focused on family appeal, with a fun and outdoorsy atmosphere that felt natural (not contrived). The elegance rooted in nature and recreation started with the entrance, a tented walkway lit with camp lanterns and lined with trees, which created the feeling of entering a magic forest. The graphics and décor extended throughout the space, including bonfire pits for relaxation, camp-inspired cuisine, and a real dirt trail for the stage set.

By managing all of the details, we also made the event easy for Subaru’s team. We coordinated with engineers, managed security, secured permits, and oversaw the team of vendors, including the production company that brought in nine lovable golden retrievers as “brand ambassadors.” We also successfully navigated the unusual challenges the event created, answering questions like, how do you make sure the HVAC system doesn’t disturb the dirt décor? Thanks to EWI, every detail was handled, resulting in a successful reveal and a high volume of social content from happy attendees.