Polestar 2 UAE Launch: Media Drive.

12 journalists drove it. Government officials saw it revealed.

Client

Polestar

Capability

Launches and premieres

Sector

Automotive

Who came

12 journalists, then government officials

Concept, warehouse fit-out, graphic design, production, photography, video and on-ground management.

The brief

Mark the official partnership between Trading Enterprises and Polestar in two parts: a media drive for journalists to test and review the car, and a private reveal for UAE government officials.

What we did

For the media drive, we turned a warehouse at Alserkal Avenue into a Polestar space, sleek and simple like the car, for 12 journalists. For the reveal night, we reused its signage and lightboxes in a traditional Dubai venue. The Polestar 2 was revealed from behind a 3 by 3 metre LED screen.