Volkswagen brings medal wins to life at Sochi

Agency Avantgarde has been tasked by Volkswagen Group Russia to create a unique brand experience at the 2014 Sochi Winter Olympics.

The Volkswagen pavilion at the Sochi Winter Olympic Games
The Volkswagen pavilion at the Sochi Winter Olympic Games

As part of the automotive brand’s paviliion at the Olympic Park, 60 live dancers will bring the medal count to life twice a day as part of a ‘living medal table’.

The dancers will symbolise changes in the medal rankings through individual choreographies as well as a digital animation on a 540 square metre LED screen.

The pavilion features a five-storey front and a showroom for the latest models from Volkswagen, Audi, Škoda and Volkswagen commercial vehicles. It also features a hospitality area and a press centre.

Avantgarde Germany was responsible for the design, build and the artistic production, while the agency’s Russian division provided expertise in the local market.

Marcus Osegowitsch, general director at Volkswagen Group Russia, said: "Creating a connection with the Olympic Games demonstrates our support for the Games and our commitment in Russia.

"We are bringing the medal count to life to show that behind each and every medal are individual people and their stories."

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