the brief
To design, build and manage a 4x4 course at the 2006 British International Motorshow, suitable for showcasing various manufacturers' off-road vehicles. The area allocated to the course at Excel, London should be transformed from a large tarmac parking area into an urban 4x4 course capable of demonstrating a range of off-road vehicles.
the solution
The man-made re-creation of extreme 4x4 terrain was taken right through from concept to delivery by Brandscape. The Urban Regeneration themed course, Adventure Land, included water crossings, a log articulation system, side slopes and a jaw dropping 24ft high 35° bridge. All five manufacturers utilising the course were able to highlight their vehicles' exceptional off-road capabilities to the 44,500 visitors that experienced the course.
The result: a high profile, must-see visitor experience attracting vast numbers of participants and spectators, provoking excitement, raising brand and product awareness and ultimately generating positive word of mouth for our clients.
The following manufacturers took to the Adventure Land course, showcasing one or more of their off-road vehicles: Nissan, Daihatsu, Toyota, Volvo and Kia.