The physical launch of Emeya was presented in New York City. The mythology of a brand born from an enthusiast’s garage was articulated through a raw multi-story parking structure connected by an industrial car elevator. Iconic Lotus cars led to art objects depicting the design process and an immersive art film scored by the Burial soundtrack. The artist David Curtis-Ring designed a car reveal that used light to lead the audience towards Emeya.
To launch Lotus' new fully-electric hyper GT, the Emeya, we designed an immersive experience connecting the brand's 75 years of racing heritage with future-facing technology in a New York parking structure.
Stages of the design process were presented in a series of installations across the garage's multiple levels, which included an immersive screening, archival cars, and an exhibition on the Emeya’s innovations.
The film was shot from the perspective of a car speeding through the city and built around a custom score by British electronic icon Burial and a performance by spoken word artist James Massiah.
For the climax of the experience, the car was framed with an installation by British artist David Curtis-Ring. Forced perspectives and moving light led toward a reflective monolith that offered glimpses of the car before its full reveal.
- 4,900 pieces of media coverage
- 3,000 earned social mentions
- 121,000 engagements
- $200M earned media value
Curated press, VIPs, influencers and consumers were programmed through the installation over 3-days following a launch event that drew guests up to the rooftop to access the car and brand stakeholders.
The campaign created over 5,000 separate pieces of coverage across varied target media including Wallpaper*, Bloomberg, Top Gear and Hypebeast with global social mentions and engagements combining to deliver an earned media value of $200M.
