Brand, Home, Live Show, Marketing Event
About This Project

Free Event organizes and produces the reveal of the new Volkswagen ID.3, the first electric car of the German automotive brand. Organized at the East End Studios in Milan, the product launch was dedicated to dealerships and fleets. In several moments over two days, the Volkswagen management presented the new car to the public present, with a scenic project that worked on the concept of electrification, proposing a show of great impact between shadows and lights.

A  long, dark path gradually lit up in a choreography of light beams in sync with the music, creating an atmosphere of great anticipation and charm that kept the audience glued to their sessions until the moment of the reveal, while the interactive bracelets that wore on their wrists they lit up making guests 100% part of the show.


Once the car was shown, the institutional part of the event began, also conceived by the event agency as a dynamic exchange full of special effects. The creative and scenic project are by Free Event, which in addition to managing the direction of the entire corporate event, has also signed the production and content, including videos and ppt.

An important event for Volkswagen – that with ID.3 is definitely launched in the electricity market – but also for the Free Event itself, which in addition to strengthening the relationship with one of the world’s best-known automotive brands, is confirmed among the agencies leader in the organization of corporate and corporate events, product launches, conventions and musical and sporting events. For Volkswagen, in fact, Free Event oversaw the press launch of the T-Roc and the Volkswagen Trio road show in 2018 and 2019.