Lightswitch helped create Nissan’s new experiential auto show concept: A collection of different neighborhoods, each highlighting the lifestyles and personalities of prospective customers.
Lightswitch helped create Nissan’s new experiential auto show concept: A collection of different neighborhoods, each highlighting the lifestyles and personalities of prospective customers.
As the auto show market began to return following the pandemic, Nissan made the decision to embark on a new experiential concept: An abstract “city” consisting of different neighborhoods, each of which highlighted the lifestyles and personalities of prospective customers. Each neighborhood corresponded with a specific Nissan product and its target audience, with the hope of telling stories that were important to each customer group.
Lightswitch has worked with George P. Johnson experiential marketing agency on Nissan auto show exhibits for 20 years. During that time, our collaboration has grown into one of trust and creativity. During the past three Nissan North American Auto Show seasons, our team helped the brand create distinct neighborhoods by filling out the exhibition with features such as exciting sports car photo ops, naturalistic outdoor-themed areas highlighting trucks and off-road SUVs, performance garages promoting the Nissan GTR supercar, and urban-themed areas for popular vehicles in the lineup.
Additional areas were also created to highlight the Ariya, Nissan’s mainstream entry into the burgeoning premium EV market. Some of the shows even included ride-and-drive experiences on an indoor course, where guests were welcomed aboard as passengers in professionally-driven EVs.
Lightswitch was also responsible for lighting Nissan’s “passionate presenter” program. These engaging demonstrations, given by live product specialists, highlighted vehicle features through live trivia game shows and other fun activities. Our team helped bring the program to life through integrated lighting and visual effects.
Following the pandemic, this series of auto shows successfully continued our long collaboration with George P. Johnson in creating engaging and memorable experiences for Nissan. The new customer-oriented concept allowed for more intimate experiences focused on communicating the benefits of particular products to specific buyer groups. Lightswitch is proud of what we have accomplished with George P. Johnson and Nissan over the past two decades, and we look forward to continuing this exciting creative collaboration.
Photography by Kathryn Rapier & Matt Petit
