02 September 2011 ~ 0 Comments

Volkswagen at the IAA 2011 in Frankfurt: 8893-square metre stand, 54 show cars

Traditionally an impressive home motor show for German car manufacturers, Volkswagen is pulling out all the stops at 2011’s IAA in Frankfurt. With 54 show cars on it 8893m² Hall 3 exhibition stand, the company’s largest (not literally) launch is its all-new up! city car. The new Golf Cabriolet and Tiguan will also be Volkswagen’s stars of the show. In addition, there will also be a fleet of 74 test vehicles – the largest at the event – including nine electric-powered Golf blue e-motions. 1000 workers are on site turning the vision of 14 architects into reality, while 2870m² of carpeting will be laid along with 6400m² of glass flooring. Four hundred lamps and a similar number of moving lights will illuminate the two-floor stand, and 80 Volkswagen employees and 228 hosts and hostesses will welcome visitors. The 2011 IAA Frankfurt opens it doors on 15 September. Read more for the full official Volkswagen press release.

Volkswagen at the IAA: up!solutely innovative
World premiere of the up! at the IAA in Frankfurt; largest fleet of test vehicles with 74 models; 54 show cars at 8,893m² exhibition stand

Wolfsburg, 01 September 2011

When the International Motor Show (IAA) opens its doors for the 64th time in Frankfurt on September 15, the Volkswagen brand will be present with a 9000 square metre exhibition stand in Hall 3. The brand will be showcasing 54 vehicles and numerous technical exhibits. Highlights include the world premiere of the brand’s new small car called the up!, innovative studies and a 30-metre ‘Innovation Wall’ – a giant-size tablet PC. Visitors will also be able to enjoy a driving experience in a test fleet of 74 cars including nine electric-powered Golf blue-e-motions.

‘The innovative and emotional side to Volkswagen will be on show at IAA 2011,’ said Tillmann Stauske, head of fairs and congresses at Volkswagen. Construction of the Volkswagen exhibition stand is currently at the crucial phase. Planning began ten months ago. A team of 1000 is now on site, working hard over a 25-day period to turn the visions of 14 architects into reality.

Volkswagen is showcasing 54 vehicles at the 8893 square metre stand shaped like a cloud. The main attraction is Volkswagen’s new up! (above) which has its own multimedia showroom. Further models of the city specialist are on show on the shiny white ‘carwalks’ that crisscross the stand. A DJ is in action right next to the exhibits at the 500 square metre Beetle showroom which has been designed with a lounge feeling in mind. The new Golf Cabriolet and the Tiguan are also on show for visitors to take a look. The interactive ‘Innovation Wall’ is at the heart of the technology section of the exhibition stand. The 30-metre wall gives visitors a taste of tomorrow’s mobility as well as presenting innovative studies and alternative technologies. The giant-sized tablet PC will create virtual presentations around the real exhibits.

Innovative and appealing – these are the common themes of the multi-media stand concept. A web special for smart phones (download via www.volkswagen.de) provides visitors with information on the hall plan, the Driving Experience test fleet schedule and also has sight-seeing tips for Frankfurt. In addition, the web special functions as an audio guide – in English and German – for the up! and Beetle showrooms and for the technology section. The hosts and hostesses will be distributing around 400 headsets to visitors at the VW stand each day so that they can enjoy the benefits of the mobile motor show and travel guide.

Anyone who follows the web special route to downtown Frankfurt encounters the up! all along the way. Volkswagen’s smallest model makes a big appearance on giant banner ads and a digital screen at Frankfurt central station. For those interested in finding out more, lots of information on the latest model is available via an integrated USB interface at the up! display at Frankfurt airport.

A total of 228 hosts and hostesses and around 80 Volkswagen employees will be looking after visitors, either at the IAA 2011 stand or at the driving experience and offroad track. As Stauske says: ‘Volkswagen has the largest test fleet of any automaker at the IAA – 74 vehicles are lined up outside Hall 3. That means our guests can experience the entire Volkswagen product range – from the Polo and Golf blue-e-motion to the Touareg Hybrid.’

The Volkswagen team performed a logistical masterpiece in the run-up to the motor show: From setting up the stand architecture, through cabling up the IT system for the multi-media technology world to the light installations. Around 2,100 lamps and roughly 80 kilometres of cables were installed to create a perfect light setting for the exhibits and over 100 show elements. The Volkswagen stand has been a popular feature at the IAA in recent years, and large crowds of automobile fans are expected this year, too. 150,000 catalogs and flyers as well as roughly 10 pallets of give-aways are ready and waiting for the visitors. There will be plenty of replenishments, too: a further five deliveries, each with 7.5 tons of material, are already scheduled.

Volkswagen stand – facts and figures
8,893 sq m total exhibition space (of which 4,436 sq m built-up stand designed on two floors), 54 show cars at the stand, 74 Driving Experience vehicles (test drives and off road), 25-day stand erection period, 9-week production period, 10-month preparation period, 14 architects, 8m-high three-dimensional supporting structure, 2,870 sq m carpeting, 6,400 sq m glass floors, 300 tons of steel, 13,550 sq m chipboard, 5 turntables, 35,000 carrier bags, 10 km IT cables, 155 sq m LED area light sources, 5 km audio cables, 440 moving lights, 400 lamps and vehicle lighting (total 2,100 lamps), 2 megawatt total power output, 80 km lighting cables, 48 up! shows, 56 Beetle shows (total of 104 shows on 8 show days), 228 hosts/hostesses, 80 Volkswagen employees.

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