Aurora Illuminated
Challenges
With just 5 weeks from the initial client call to event load-in, our team was met with one of its most significant challenges to date. When automotive technology company, Aurora, wanted to launch their fleet of autonomous semis, they knew they had to do it in a way that was bold, powerful, and attention-grabbing. That’s a little hard to do when your venue is an old wrecker yard in the middle of rural Texas with absolutely no on-site infrastructure! It’s even more challenging when your attendees consist of government officials, media pundits, key executives, and global tastemakers, all of whom have to engage seamlessly with the experience over the course of a two-week run.
With a desire to leverage their new forthcoming Texas HQ location, Aurora challenged us to create an experience that was high-touch and engaging, while still being true and authentic to the brand.
Execution
Over the course of the 5 week lead time, we concepted, designed, installed, and executed programming in 3 bespoke venues literally raised from the scorched earth of the wrecker yard (what, we like to add a little drama every now and then). These experiences consisted of a full-time production crew, custom scenic design, a medical facility, kitchen, and BOH ops areas for all staff alongside the beautifully apportioned venue built inside a frame tent.
Relevance
Just because you’re launching doesn’t mean it has to be cookie cutter. Give us the location and let us make the memories happen for your guests.
