The Oasis /
An automotive brand experience; immersing guests into the expansive desert under a 24-hour simulation of the Californian sky. Telling the story of design, technology, and the promise of a new luxury experience.
Lucid Motors, 2023 — 24
The client wanted to launch and position the Lucid brand in Europe, whilst generating excitement, demand and conversion on the spot.
The ambition was to create a modern and exclusive luxury car experience that reflects the existing brand aesthetics and architecture, while also being easy to adapt to various sizes and formats for a wide range of events, fairs, and retail locations.
Selected guests get invited to rest, recharge and discover the Lucid brand in an authentic and minimalist elegant Californian desert scenario — The Oasis.
Creative Approach
As we take the journey, that is life, we sometimes forget that resting is part of movement.
Let’s slow down, catch our breaths in the clean, Californian desert air, before traveling on.
Join us. Step into the realm of Lucid and recharge for your personal journey.
Muted colors and organic shapes mix with sharp edges and materials used in the car creating a calm environment, while highlighting the hero of the Oasis: the Lucid Air.
Design Concept
The design concept revolves around the company’s founding pillars of Space, Energy and Time, which collectively tell the story of how comfort, innovation and connectivity come together to deliver a truly different luxury experience. Adding to the design intent, the experience should feature a (multiple) screen setup to immerse visitors into the vast Californian desert sky on a 24-hr simulation.
Adaptation #01 Masters Expo 2023
For the first time the concept was designed and implemented at the Masters Expo in Amsterdam in 2023. Within a tight budget and limited timeframe, the focus was on minimizing the amount of space and complexity, while achieving the best possible brand experience.
Execution at RAI Amsterdam
Here's a quick video capturing the overall experience, hospitality and atmosphere during the Masters Expo in Amsterdam
Adaptation #02 Geneva Motor Show
Next to generating excitement, demand and conversion, the main objective for the second edition of the concept was to support the launch of the new Gravity SUV model during Geneva International Motor Show, 2024
Design Process
Based on our experience with the previous production and our ongoing collaboration with the client, the entire design process proved to be quick and efficient again. With a clear and straightforward design concept in place, we were able to arrive at a suitable design, and within just a few iterations, the proposal received approval for production, allowing us to move forward into technical planning and execution.
