Auto RAI

The organizers of the Amsterdam Motor Show had a tough challenge for kubik: develop a totally new concept for this automotive exhibition, reduce the cost of participation by 80%, and make sure every visitor enjoyed a total overview of all available car brands and models. kubik proposed a radical idea: we would group the vehicles not by manufacturer, but by how they are used! Vehicles were placed in thematic environments that grouped the cars and light trucks into six specific “worlds”: Family & Travel; Cabrio; Luxury & Sport; Adventure; City & Compact; and Green Innovations