SAAB planned to launch their new 95 model in the region. They were looking for something new for the launch party to grab the attention of the attendees and to reward them for their time.
We took SAAB’s ‘move your mind’ tagline literally.
Inspired by the clean and simple brand guidelines we created a camouflaged reactive wall, which is not particularly interesting up until the moment when someone activates it with merely passing in front of it. With the movement of the body and limbs, the audience can reveal the hidden information thus resulting in higher brand recall and retention.