Volks Rock in Rio

This Volkswagen project at Rock in Rio was designed to create a powerful, immersive brand experience through architecture, technology, and visual storytelling. The activation began with an initial concept: a sleek, futuristic space featuring the iconic VW logo inside a layered infinity mirror box, illuminated with striking LED lights. This visual centerpiece was crafted to be both interactive and photogenic, drawing visitors in for a moment of connection with the brand.

The final approved structure expanded upon this idea, transforming it into a large-scale, multi-story pavilion that fully embraced the energy of the festival. One of the most impactful features of the space was its facade—completely covered in LED panels. These screens continuously displayed incredible animated content, bringing motion, color, and vibrancy to the installation and making it one of the most eye-catching elements at the event.

Inside, the experience was divided across several floors, each offering a different layer of engagement. On the ground level, visitors encountered a cinematic environment where a Volkswagen vehicle was showcased against a backdrop of moody vertical LED lights and the Rock in Rio logo, creating a music video-like setting that encouraged content creation. Moving upward, the upper floors offered lounge spaces and a bar area, giving guests a comfortable place to relax, socialize, and enjoy premium views of the festival.

At the heart of the pavilion, the VW infinity logo installation remained a consistent visual anchor—glowing with depth and light, it became one of the most photographed elements of the space. The result was a brand environment that was both bold and immersive, embodying Volkswagen’s commitment to innovation while fully integrating into the cultural and energetic pulse of Rock in Rio.