En el recientemente celebrado Salón del Automóvil de París, SEAT ha desvelado sus planes de cara

al próximo año y ha presentado el Ateca X-Perience, una versión más aventurera y off-road del

Ateca, su primer SUV, que ya se ha convertido en el tercer pilar de la compañía. El Ateca X-Perience,

inspirado en la cultura mediterránea, demuestra las posibilidades de la familia del Ateca y su

potencial de futuro.

Para mostrar el producto y sobre todo, transmitir los valores de SEAT y Barcelona a través de

experiencias e historias, se diseñó, montó y coordinó un stand/showroom en el área exterior del

MotorShow celebrado en París.

El Showroom Barcelona

Para la parte exterior se creó un stand de dos plantas. Revestido en blanco en sus facetas

exteriores, era una estructura de arquitectura efímera que acogía: sala de prensa, salas de

reuniones y oficinas, una zona chill out, un área gastronómica, una terraza y un área social en la que

disfrutar de la experiencia SEAT. A través del concepto Created in Barcelona, la ciudad era

protagonista de este espacio, junto con la modernidad y su rol como referente internacional en

diseño urbano, todos ellos atributos que SEAT comparte.

Barcelona te atrae. La entrada principal del

stand cuenta con el skyline de la ciudad en

relieve y una proyección de la salida del sol

sobre el mar de la ciudad. Un SEAT Ateca

emplazado en la parte superior, visible desde

la Puerta de Versailles, da la bienvenida al

visitante.

2

Numerosos detalles reflejan texturas características de Barcelona: las paredes exteriores reproducen

de forma metafórica las baldosas gaudinianas de Paseo de Gracia, mientras que en el interior, se han

revestido los suelos. En la primera planta, una terraza, representando las “clásicas” terrazas de

Barcelona, un espacio de relax desde el cual ver el Salón desde otra perspectiva.

Una extensa proyección del amanecer sobre el Skyline de Barcelona se proyecta sincronizada con las luces de todo el

espacio. Para la iluminación del stand se ha planteado poder pasar del día a la noche en cuestión de minutos, alterando

la atmósfera del espacio independientemente de la luz que haya en el exterior. Los olivos, símbolo del Mediterráneo,

destacan entre piezas de mobiliario hexagonales, a su vez replicando las baldosas que se van repitiendo y dan

continuidad a lo largo de distintos soportes o estructuras del stand.

3

Exposición de objetos diseñados en

Barcelona, iconos del diseño, como la

antorcha olímpica de André Ricard en 1992

para los JJOO de Barcelona; la mítica vinagrera

de Rafael Marquina; la baldosa de La Flor o la

Botella de Font Vella entre otros objetos

diseñados en el siglo XX y que son ya un

clásico.

Un muro interactivo permite al visitante

aprender más sobre la marca. Un mosaico de

videos cortos, que cambian según la

presencia y comportamiento del visitante.

4

Solución durante los dos días primeros días de la feria, destinados a prensa, de una de las esquinas

del nivel 0, bajo la terraza: es una sala de prensa equipada y acristalada para acoger a profesionales,

invitados, etc.

Cambio para el resto de días de acceso de público general al salón: esa sala se convierte en bajo

techo de exposición de un Ateca, con el relieve del skyline de Barcelona en la pared y la cristalera de

fondo Solución de la zona de exposición exterior del Ateca.

SHOWROOM PARIS14/07/2016

TECHNOLOGY TO ENJOY

With the launch of the new A-SUV, the first in a series of new products,

SEAT begins a new era, a new FUTURE, entering a new territory, without

limits.

What were limitations before are now challenges.

Paris, the city of light, is the perfect setting for transmitting the

Mediterranean essence of SEAT, thereby strengthening the urban,

young and modern character of the new range and especially the new

A-SUV.

STARTING POINT

With the launch of the new A-SUV, the first in a series of new products,

SEAT begins a new era, a new FUTURE, entering a new territory,

without limits.

What were limitations before are now challenges.

Paris, the city of light, is the perfect setting for transmitting the

Mediterranean essence of SEAT, thereby strengthening the urban,

young and modern character of the new range and especially the new

A-SUV.

CONCEPT

Creating a new experienceBarcelona, SEAT’s source of inspiration, transforms and claims its

position of a transcendent and cosmopolitan city. A leading city in

research, generating trends, creative and innovative.

Undoubtedly it represents all that SEAT is with its Mediterranean

essence as well as its source of inspiration.

To create a memorable experience that has as its undisputed star the new Seat

Ateca we propose two separate spaces within the showroom in Paris. We want

visitors to know the new model in depth. To see whee it was born, who it is for

and to know all its technological advances. From context to content.

We propose two spaces, a SHOWROOM in which to understand the environment

of the new Ateca, its source of inspiration and a STAND located already inside the

pavilion, in which to see in practice what actually makes this model different, its

great technological package.

All this content and information will be given to visitors in a fun, entertaining

manner, an experience that invites one to discover and to learn.

DEFINITION

SHOWROOM

It’s hard for us to choose.

Choosing one option is often a problem.

But there are places where the possibilities are endless, where the routine can

be transformed into something exciting.

That’s Barcelona.

A place to live all the possibilities and the New Ateca is the vehicle to live them.

SHOWROOMIdea

URBANVENTUREBARCELONA AN

CITY

SHOWROOMIdea

SHOWROOMMoodboard

URBANADVENTURE

SHOWROOMPlanMain floor_press days

SHOWROOMPlanMain floor_public days

Entrance

Exit

SHOWROOMPlanFirst floor

Offices and meeting rooms

Display area New Seat Ateca

Urban: Press Area

Adventure: Social area

Press interview area glazed with exterior view

VIP social areas

VIP terrace area

Room areas / VIP Meeting offices

SHOWROOMRequirements

SHOWROOMSolutionMain entrance

Barcelona attracts you.The main entrance is recognized thanks to the skyline of the city. On a large screenthe visitors can see how they are captured and taken to Barcelona.An Ateca placed on top welcomes the visitors, visible from the Porte de Versailles.

SHOWROOMSolutionMain entrance

SHOWROOMSolutionPress days

SHOWROOMSolutionMain entrance_night

The facade skin will be a print fabric that reproduces the Paseo de Gracia tiles in

a metaphoric manner.

SHOWROOMSolutionExterior night

TERRACE COVERINGMoodboard

BARCELONA TERRACES

Some think that the best part of Barcelona are the terraces,

from where to see the whole city and have it at their feet.

We take this idea to Paris, an exclusive space to relax and see

the room from another point of view..

SHOWROOMSolutionTerrace Option A

SHOWROOMSolutionTerrace Option B

SHOWROOMSolutionInterior day

SHOWROOMSolutionInterior day

SHOWROOMSolutionInterior Night

Thanks to a large projection screen where the New Dawn video is projected and synchronized with the general lights, the space goes from day to night in minutes by altering the atmosphere of the place, light changes everything.On the press days cars will be exposed on “la Diagonal”

SHOWROOMSolutionInteractive wall Inside, a wall becomes an interactive space to learn

more about the brand.

A big mosaic of small videos that change according

to the presence and behaviour of the visitor will

transfer dynamism and vitality into the space

and resemble the characteristic outer skin of this

design.

SHOWROOMSolutionAdventure zone

In the adventure area, the hexagonal shapes unite,

work and extrude, creating an irregular environment

at different levels, which serve as workshops

and support to olive trees, characteristic of the

Mediterranean.

SHOWROOMSolutionInterview zone

In the adventure area, the hexagonal shapes unite,

work and extrude, creating an irregular environment

at different levels, which serve as workshops

and support to olive trees, characteristic of the

Mediterranean.

PRESS AREAMoodboard

PRESS AREA

PRESS AREA LOCATION LAYOUT

PRESS AREA SOLUTIONpress days

PRESS AREA SOLUTIONpress days

PRESS AREA SOLUTIONpress days

SHOWROOMSolutionPublic days

SHOWROOMSolution Loft social zone

We create a space with tables and chairs from where to

contemplate the central space of the showroom and see the

New Dawn.

A large bar runs through the space to become two bars.

SHOWROOMSolutionTop view

/ ACCESSORIES & MERCHANDISING

ACCESSORIES & MERCHANDISINGLayout

We have proposed a space for the ATECA accessories and its merchandising.

It has been thought in this space, as it was useless. It is a strategic point

because everyone will be "forced" to pass through. On the one hand those who

come from the interior SEAT Stand this door will act as principal and on the

other hand those who enter through the front door will exit though this door.

ACCESSORIES & MERCHANDISINGLayout

We divided the elements into two. On one wall all ATECA accessories such as

lights, knobs, steering wheels, tires or color charts will be placed. While in

the second wall are all objects of merchandising associated with this product.

In the SEAT Collection may be a mannequin with clothes, miniature cars,

suitcases and branded luggage etc.

ACCESSORIES & MERCHANDISINGSolutionEach case will have an interior lighting led strip that will give light to the

exhibit object frontally. They will be closed with glass and all of them will

carry informational texts for each item.

ACCESSORIES & MERCHANDISINGSolution