Within the framework of the global concept «Do not rule, but reign», the national launch of the legendary model was brutal and impressive.

The launch was held in the format of a two-day closed Gala, including a large-scale multimedia show.

As location was chosen an old and famous sport stadium Druzhba in Luzhniki, that was practically fully reinstalled for the event. More than 2000 sq m of build up in 3 days. For the reveal show was created a «3d cinema» that contained 2 screens of 240 square meters surface each and 400 square meters of a floor surface for projection, that included shockproof digital screens inside. Together with the agency partner in multimedia technologies Sila Sveta, we have created the first worldwide practice of the reveal show with cars driving through the projection in dynamics. More than 1600 guests in 2 days, including media and celebrity, more than 240 test drive requests.