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Archive for March, 2005
LINDE 116 PRODUCT LAUNCH
Author: admin
11.03.2005
ExCel London 
4th – 11th March 2005
In partnership with KBW, Drive Productions and Lavish created a spectacular product launch for Linde at London’s ExCel.
With a new Linde Marketing Director at the helm wanting to make a splash, we set out to make some really big waves!
This was a complicated project involving multiple levels of conceptualisation, design and implementation, which was all very satisfying and worthwhile, as the results were outstanding….
The main show included magicians, acrobats and dancers; flames, flying torsos and a woman sawn in half, with a backdrop of multi-storey pole-dancers on podiums silhouetted behind backlit screens.
The magician bisected his wife and then torched her ass, or her head – it was hard to tell.
The product being so spectacularly launched was the new Linde 116 forklift truck. This was effortlessly pushed on to stage by hand in a branded box, which was then magically spun around and flipped over as if by magic….
…. with the ‘X-Range’ branded side facing the audience, the Linde 116 burst through its branding and on to stage:
So how did we get a 4.8 ton truck to glide on stage and spin round in a box? Well, that’d be telling. A partial answer is air-skates; an amazing piece of hardware that floats very heavy stuff on a cushion of air. Add to this a sprinkling of Drive fairy dust and anything is possible!
We also created an exciting and visually dazzling interior, immersing the delegates in the dreamy world of Linde Material Handling, like stepping inside an architectural incarnation of the brand itself!
The innovative free standing ‘polos’ broke up the vast interior space, creating a red-carpeted avenue leading to the Linde product range.
Another striking feature was the branded bar, which was set within a geodesic dome with a bespoke fluted light feature….
The show was produced and choreographed by Lavish, who also designed and created the costumes and provided the performers.
All in all it was a knock-your-socks off event that left the delegates buzzing!!!
We’ve since worked with Linde to create the 386 product launch and their exhibition stands at the Commercial Vehicle Show and IMHX exhibitions.