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Maxx and Hildebrandt create looks for Volkswagen branding event with Chauvet

Volkswagen’s new showroom concept, as part of the company’s rebranding campaign, features an updated design rolled out at some 10,000 showrooms across the globe. Prior to the Covid-19 lockdown, groups of invited dealers got to “test drive” the new retailing concept through Volkswagen Brand Experience Days, an event involving 50 nations, where guests could get a first-hand look at a real replica of a new store.

Accenting the aesthetic features of the showroom concept was a lighting design by Markus Axmann of Maxx Lichtdesign, who used a collection of Chauvet Professional Ovation and Colorado fixtures supplied by Hildebrandt Veranstaltungstechnik, which was entrusted with the overall technical implementation.

“Brightness and color temperature were extremely important in reflecting the new design concept,” says Martin Hildebrandt, CEO of Hildebrandt Veranstaltungstechnik. “The show was hosted by many different speakers every day and we had little time for rehearsals. It became clear that the whole light operation had to be done with cues inside a PowerPoint presentation connected with a timecode programmed show.” Team members included Torsten Bauschke who was responsible for static analysis and CAD drawings.

The rig featured 22 Ovation F-915VW Fresnels, 12 Ovation E-930VW ellipsoidals and 28 Colorado Panel Q40 rectangular wash fixtures. Fields of white light from the Ovation units highlighted the automobiles on display, helping them stand out from their backgrounds, while at the same time integrating them visually into their environment. Balancing this effect were the color washes from the RGBW Colorado fixtures. At the start of each show, the excitement level was pumped up with a strobe display.

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