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Australian EV Launch Events

Genesis
Genesis x Semi Permanent — EV Car Launch
Genesis x Semi Permanent — EV Car Launch

How can we bring to life the core values of Genesis Motors — audacious and progressive — in the context of a luxury launch event.

  • Creative Concept

  • Experience Design & Set Dressing

  • Art Direction

  • Curation & Programming

  • Talent Management

  • Event Production

  • Audience Management

  • Content Capture & Creation

The future is electric, and Genesis Motors is at its forefront. To celebrate the arrival of three new EV models into Australia, and to present vision for the automotive company’s future, Semi Permanent was tasked with conceptualising and producing an end-to-end two-day event experience that exemplified the brand values of audacious, progressive and distinctly Korean. 
Genesis x Semi Permanent — EV Car Launch
As a means of bringing to life the Light & Wonder brand platform of Genesis, Semi Permanent collaborated with Los Angeles-based multimedia artist and composer Jesse Woolston on an original series title Infinite Constant Front. A dynamics-based simulation model that simulates the oceans and mimics how we observe specimens through a forced perspective, the triptych of digital works leveraged our eyes’ and ears’ sense of aesthetic and stability. 
Genesis x Semi Permanent — EV Car Launch
Genesis x Semi Permanent – EV Car Launch
Woolston hand-painted each colour study, with bold tones sampled from the Genesis vehicle models, creating an inherent link between the resultant work and the brand DNA. Set on five by five metre LED screens in a darkened cavern of the MCA, and offset with bespoke mirrored car platforms and panelling, the hallucinatory experience transported our guests into the electrified, elevated world of Genesis, and drove high audience retention and engagement with the four models on display. 
Genesis x Semi Permanent — EV Car Launch
Genesis x Semi Permanent — EV Car Launch
An additional surprise for event guests was presented in the form of a rare live performance by globally sought-after electronic music outfit Flight Facilities, fresh from their festival circuit tour through the northern hemisphere summer. Joined on stage by Brooke Addamo (aka Owl Eyes), the 30-minute set punctuated an evening.
Genesis x Semi Permanent — EV Car Launch
Genesis x Semi Permanent — EV Car Launch
Genesis x Semi Permanent — EV Car Launch
Like its namesake, Genesis represents the start of a new era, and so following the official launch event, Semi Permanent collaborated with Soho House and Highsnobiety to utilise the venue and dedicated set build for a second event: HOMEGROWN. A night of on-the-rise Australian musical talent, the event was dubbed the party of the year and featured performances by Glass Beams, Gold Fang, Dante Knows, Triple One, Raj Mahal, Ayebatonye and Mike Who.
Genesis x Semi Permanent – EV Car Launch
Dante Knows
Genesis x Semi Permanent – EV Car Launch
Glass Beams
Genesis x Semi Permanent – EV Car Launch
Genesis x Semi Permanent – EV Car Launch
Gold Fang
The event was attended by some 300 guests drawn from Semi Permanent and Highsnobiety’s databases, along with Soho House’s Australian ‘Cities Without Houses’ members. 
Genesis x Semi Permanent – EV Car Launch
Genesis x Semi Permanent – EV Car Launch
Genesis x Semi Permanent – EV Car Launch
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