Product Launch Evening: Unveiling a Premium Electric Vehicle in Paris
For the preview of a premium electric model, WMH Project designed three Paris launch scenarios conceived as immersive experiences. Each concept turns an iconic venue into a narrative stage to reveal the vehicle through four promises: energy, design, intelligence and driving pleasure.
Why turn a product launch into an immersive experience?
A premium launch is no longer just a speech and an unveiling. The goal is to make product attributes come alive — here, electric energy, design, onboard intelligence and driving pleasure — as a narrative progression. Each moment of the evening becomes a "tableau" or an "act" embodying a promise, rather than a mere product pitch.
How does a surreal dinner serve brand storytelling?
The first concept is built around a dinner-spectacle in a historic Paris venue for 200 guests. Structured in six tableaux, it moves the vehicle along a catwalk crossing the nave at each course. One costumed head waiter for every two guests, service synchronised like a ballet, four dishes signed by a Michelin-starred chef: each dish, costume and prop echoes a dimension of the product. Mapping and soundscapes evolve with each act.
What is the value of a choreographed reveal on ice?
The second concept unfolds on the world's largest indoor ice rink, privatised for 500 guests. A 10-to-12-minute reveal show in four acts — design, energy, intelligence, joy — stages skaters and a troupe tracing the vehicle's lines across the ice. The evening can extend to a wider audience in a second part, up to 5,000 people in successive one-hour waves, without catering.
How do you create surprise on a prestigious avenue?
The third concept takes over a raw, ephemeral 2,000 sqm space on an emblematic avenue, for 250 guests. The concrete setting contrasts with the vehicle and plays on aesthetic confrontation. The reveal peaks with a collective "start engine": guests switch on their smartphone lights until a threshold triggers light and sound.
Which scenographic levers make the difference?
All three scenarios share a common grammar: evolving scenography, spectacular mapping, sound direction, costumes and props, live performance. The through-line is a revisited heritage — a historic 1962 model as starting point — projected toward a technological vision. This continuity between heritage and innovation grounds the story without ever slipping into cold technical demonstration.
Designed and orchestrated by WMH Project — We Make It Happen.
FAQ
How many guests for an immersive launch evening?
Depending on the concept, formats range from 200 to 500 guests, with the option to extend up to 5,000 people in successive waves for the ice-rink version.
Which Paris venues suit a spectacular product launch?
Three iconic options were studied: a historic palace, the world's largest indoor ice rink and a raw 2,000 sqm ephemeral space on an emblematic avenue.
How do you structure a launch narrative?
The story is split into acts or tableaux, each embodying a product promise — energy, design, intelligence, joy — carried by mapping, light, sound and live performance.