The all new Audi A3 Launch Event

Audi’s latest generation A3 arrived in Taiwan amid the buzz of a party, thanks to a boldly different approach to the usual vehicle launch formula. Media and VIP guests were swept into a celebratory spirit as they contemplated the qualities of the new car while enjoying a catwalk show and spectacular lighting effects.



A sophisticated stage lighting scheme was used to intensify the event’s visual impact while dynamically ‘pulling together’ all its elements, from the Audi A3 to the fashions to the venue itself. The placement and coordination of light fixtures on stage and around the venue was painstakingly planned and endlessly rehearsed to perfection.

Meanwhile, the team created other venue features to further extend the ‘sophisticated chill’ of the launch. As well as the stage and Audi A3 display areas, the venue entrance was decorated to get guests into the mood. The venue even featured an art gallery-like VIP networking zone.

Up-to-the-minute style, sophistication and fun were the soul of this launch event – just as they characterise the car at the centre of it all.


“The boldly different approach to our Audi A3 launch really did take the event in a different direction than what most guests expected – and that was a key to its success. The launch creatively addressed what media and VIP guests would actually enjoy at a new car launch, and delivered that with a sophisticated party atmosphere that also perfectly complemented the Audi A3 itself. It was a job well done by the Pico team”

Lydia Ho, Event Marketing Assistant Manager, Audi Taiwan