beon. Events

A World Premiere with a dynamic reveal to present the new SEAT Tarraco

Friday October 26th, 2018

This September 18th the most ambitious SEAT model was launched to the media in an event that met the highest expectations: A massive set-up in a former bull-ring, in Tarragona, the city from which the car takes its Roman name.

After many months awaiting the new logo for Martorell, spurred by the great interest arisen after the public contest #SEATbuscanombre, SEAT Tarraco landed at last at Tarragona, the city that originates the car’s name. This new model, representing a new market segment for SEAT, is the most ambitious generation of car in the last years of the Spanish automotive history, and completes the saga of SUV cars, after Ateca and Arona. In this special context, Parafina Comunicación & beon. Worldwide worked together to execute a world premiere that featured an outstanding staging and reveal.

Hosted at Tarraco Arena Plaça (TAP), a large hall and former bullring, the massive set-up covered the whole circular area with two big screens of 27×9 meters that divided the arena in two spacious areas. Guests arrived first to the Cocktail zone, with decor and furniture inspired by the corporate colors of SEAT, and combining the brand freshness, Mediterranean youth spirit, with the sophistication and elegance associated to the target audience of the new SEAT Tarraco.

Large posters, printed canvas, and neon structures advanced the campaign concepts that will boost the new model in upcoming months. From the initial approaches, both agencies have wanted to align themselves with the campaign’s master lines, and reflect this not only in a physical space, but also in a graphic image for the event, inspired by vintage signage, and the aesthetics that represents the set-up design scheme.

After the Welcome Cocktail, a video on the big screen triggered attendees’ attention, starting after the opening of two gates located under it, where attendees have accessed to the Reveal Zone. Once there, all them were invited to personalized seating area to contemplate the large dimensions of the assembly. Behind the amazing screen, two ramps representing the double nature of the new SEAT Tarraco: an urban, concrete side and off-road one, inspired by natural landscapes.

After the intro that Luca de Meo, SEAT President and Matthias Rabe, R&D Vice-President delivered in the middle of the stage, the awaited moment of the reveal finally came. Parafina & beon. conceived the occasion as a dynamic presentation that maximized both the venue shape and its dimensions. The original set-up already gave some clue of the presentation, and the climax took place in the carefully planned WOW moment: the first images of the new Tarraco on the screen that became real when the first car descended the ramp at maximum speed. With the lights off, the music and the images on the screen accompanied the hypnotic movement of the two SEAT Tarraco that disappeared in the tunnels, appeared again on stage to ascend the ramps, and ended aligned in front of the audience in full music climax. Just in that moments, lights went on, and finally all the international media were introduced to the new SEAT Tarraco.

The reveal continued with the presentation, in the presence of the car, getting into all the details of the new model. Once it ended, guests went down to have a closer look at the car and take some pictures. On the other side, the Cocktail zone welcomed again the attendees displaying the SEAT Tarraco so they could interact with the new models up to the end of the event. Once it was over, the setting was used for two more days to present the new SEAT Tarraco to the guests of Residual Value and the dealer network of SEAT Spain.

Nearly 1,000 attendees were able to enjoy this dynamic reveal thanks to a stage design that allowed the new model to cover 150 meters during their presentation.

Balance Productions


Audiovisual Production

Balance Productions is an audiovisual production company formed by a group of professionals with creative profiles, equipped with the best technology and specialized in the fields of advertising, television, documentaries, and events. They conceive and produce their own audiovisual works or in cooperation with other producers, developing commercial productions with a high dose of creativity, branding know-how, and oriented to the client’s objectives. The concept, content, and message are reflected in each shot, music piece, or word. Committed with work excellence and detail, Balance is at the forefront of audiovisual production with the best results.

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Expresión

 

Stage design and decor manufacturing and set-up

Experts in manufacturing and assembling elements of ephemeral architecture, as stage sets and sets for any type of project. Thanks to facilities of more than 2,000m², Expresión can transform all its raw materials into elements for set design, interior design and ephemeral construction elements in its lab workshop. The mastery of the different types of materials facilitates the best choices depending on the durability of the ephemeral elements that are being produced. Likewise, Expresión accomplished the client’s own projects, providing expert guidance and consultancy focused on the needs of the ephemeral element to be produced.

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JanOff

Small and large format digital printing

Specialized in digital printing in small and large format in all types of media in any project. Digital printing on rigid materials, textile printing, and stationery printing and small format. Ten years in the sector and a team of professionals able of developing any project, advising their clients at all times with a personalized service and providing innovative and creative ideas. Janoff offers the best solutions and the possibility of personalizing and decorating any space, business place, event, etc., with a wide range of top quality formats and materials and providing maximum efficacy. Modern facilities and the latest technology aimed to meet deadlines and face any challenge with precision.

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Kunst Deco


Furniture and decor rentals

Kunst Deco designs, creates, builds and, above all, provides fine décor with a wide catalog of rental of furniture and decoration elements that transform any venue or space according to the needs of each client. From big spatial arrangements to the design, creation, and set-up of the smallest decorative detail to create unique sensations.
An extensive career of results-driven, successful projects. In-house production which allows the team to provide decor elements of the highest quality at good price.
Creations that generate memories that last in the minds of our clients, clearly transmitting their style and core values.

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Moonflower Technologies


Digital creativity solutions

Moonflower Technologies is a digital creativity tech team of professionals specialized in the fields of 3D design, programming, and computer engineering. They are specialized in the development of applications, virtual reality, videogames, video mapping, robotics, R&D in audiovisual engineering and content, augmented reality, and 3D animation..

Its innovative philosophy is ideal for the conception and generation of communication, marketing, and event production actions at international level. An interdisciplinary team that accomplished projects from the initial design to the final results. Their R&D department is the key to their successful creations.

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Next Studio


Graphic Design

Next Studio is a graphic design studio, a hive of ideas and graphic expressions in constant evolution. Design trends from all points of view. More than 20 professionals with expertise in the field of architecture, fine arts, communication, engineering, advertising, or technological design work for leading brands, trends-oriented and in permanent creative synergies. Next not only design but also produce their work worldwide, in coordination with the rest of production brands in the Group.

 

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OnOff Audiovisuals


Audiovisual production and rentals

OnOff is an audiovisual services company with more than ten years of experience offering creative solutions, always at the forefront of the latest technology in sound, lighting, video, LED lighting, plasma walls, simultaneous translation, or interactive voting. Thanks to its own infrastructure within the holding group, OnOff offers integrated services in audiovisual production of events; from design, set-up and production to the execution of any phase at structural, scenographic, décor, and audiovisual architecture levels.

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Stands XL


Design of stands and ephemeral decoration

Stands XL is a company specialized in the design, manufacture, and assembly of stands and ephemeral decoration. Born to offer all the services and solutions necessary to participate in any type of event, congress, trade fair, exhibition, or corporate action around the world.

Thanks to its design team, Stands XL revolutionizes traditional, modular stands of fairs and exhibitions, using state-of-the-art materials and the latest technology with the aim of offering not regular creations, but super stands.

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