The Challenge
Following the opening of the SEAT store at Westfield White City, SEAT had the opportunity to activate a two-week installation within the main atrium.

The objective was to engage a high volume of potential customers, raise brand profile and deliver measurable increases in awareness and consideration of SEAT products.

The Insight
Traditional car displays don’t reflect the lifestyle and energy associated with the brand.

The Idea
Recreate the atmosphere of Barcelona by transporting an urban plaza into the heart of Westfield, bringing the ‘Created in Barcelona’ positioning to life in a more authentic and engaging way.

Execution
A large-scale installation designed to replicate an urban Barcelona plaza within the shopping centre atrium.

The environment moved away from traditional car stand formats, instead immersing visitors in a space inspired by the energy, style and culture of the city.

The experience was designed to be interactive and social, encouraging visitors to explore the space, engage with the brand and share their experience with friends, family and across social media.

Result
High levels of engagement with a large volume of Westfield visitors

Increased brand awareness and consideration

Delivered a measurable impact in line with campaign objectives