When the International Motor Show (IAA) opens its doors for the 64th time in Frankfurt on September 15, the Volkswagen brand will be present with an approx. 9,000 square meter exhibition stand in Hall 3.0. The brand will be showcasing 54 vehicles and numerous technical exhibits. Highlights include the world premiere of the brand’s new small car called the up!, innovative studies and a 30-meter “Innovation Wall” – a giant-size tablet PC. Visitors will also be able to enjoy a driving experience in a test fleet of 74 cars including nine electric-powered Golf blue-e-motion.
- World premiere of the up! at the IAA in Frankfurt
- Largest fleet of test vehicles with 74 models
- 54 show cars at 8,893 m² exhibition stand
“The innovative and emotional side to Volkswagen will be on show at IAA 2011,” Tillmann Stauske, head of fairs and congresses at Volkswagen, said. Construction of the Volkswagen exhibition stand is currently at the crucial phase. Planning already began ten months ago. A team of 1,000 is now on site, working hard over a 25-day period to turn the visions of 14 architects into reality.
Volkswagen is showcasing 54 vehicles at the 8,893 square meter stand shaped like a cloud. The main attraction is Volkswagen’s new up!, which has its own multi-media showroom. Further models of the city specialist are on show on the shiny white “carwalks” that crisscross the stand. A DJ is in action right next to the exhibits at the approx. 500 square meter Beetle showroom which has been designed with a lounge feeling in mind. The new Golf Cabriolet and the Tiguan are also on show for visitors to take a look.
The interactive “Innovation Wall” is at the heart of the technology section of the exhibition stand. The 30-meter wall gives visitors a taste of tomorrow’s mobility as well as presenting innovative studies and alternative technologies. The giant-sized tablet PC will create virtual presentations around the real exhibits.
Innovative and appealing – these are the common themes of the multi-media stand concept. A web special for smart phones (download via www.volkswagen.de) provides visitors with information on the hall plan, the Driving Experience test fleet schedule and also has sight-seeing tips for Frankfurt. In addition, the web special functions as an audio guide – in English and German – for the up! and Beetle showrooms and in the technology section. The hosts and hostesses will be distributing around 400 headsets to visitors at the Volkswagen stand each day so that they can enjoy the benefits of the mobile motor show and travel guide.
Anyone who follows the web special route to downtown Frankfurt encounters the up! all along the way. Volkswagen’s smallest model makes a big appearance on giant banner ads and a digital screen at Frankfurt central station. For those interested in finding out more, lots of information on the latest model is available via an integrated USB interface at the up! display at Frankfurt airport.
A total of 228 hosts and hostesses and around 80 Volkswagen employees will be looking after visitors, either at the IAA 2011 stand or at the driving experience and offroad track. As Stauske says: “Volkswagen has the largest test fleet of any automaker at the IAA – 74 vehicles are lined up outside Hall 3.0. That means our guests can experience the entire Volkswagen product range – from the Polo and Golf blue-e-motion to the Touareg Hybrid.”
The Volkswagen team performed a logistical masterpiece in the run-up to the motor show: From setting up the stand architecture, through cabling up the IT system for the multi-media technology world to the light installations. Around 2,100 lamps and roughly 80 kilometers of cables were installed to create a perfect light setting for the exhibits and over 100 show elements.
The Volkswagen stand has been a popular feature at the IAA in recent years, and large crowds of automobile fans are expected this year, too. 150,000 catalogs and flyers as well as roughly 10 pallets of give-aways are ready and waiting for the visitors. There will be plenty of replenishments, too: A further five deliveries, each with 7.5 tons of material, are already scheduled.
Volkswagen stand – Facts and figures
8,893 sq m total exhibition space (of which 4,436 sq m built-up stand designed on two floors), 54 show cars at the stand, 74 Driving Experience vehicles (test drives and off road), 25-day stand erection period, 9-week production period, 10-month preparation period, 14 architects, 8m-high three-dimensional supporting structure, 2,870 sq m carpeting, 6,400 sq m glass floors, 300 tons of steel, 13,550 sq m chipboard, 5 turntables, 35,000 carrier bags, 10 km IT cables, 155 sq m LED area light sources, 5 km audio cables, 440 moving lights, 400 lamps and vehicle lighting (total 2,100 lamps), 2 megawatt total power output, 80 km lighting cables, 48 up! shows, 56 Beetle shows, total: 104 shows on 8 show days, 228 hosts/hostesses, 80 Volkswagen employees.