Prestige Motors planned the global unveiling of its new all‑electric luxury SUV. The event required a unique, high‑end venue that could accommodate 800 VIP guests, a full‑size rotating stage for the car reveal, interactive display zones, and a catering area – all under one roof. The client specifically wanted a column‑free interior to avoid obstructing sightlines, and the building’s exterior had to be custom‑branded with the car model’s graphics.
Traditional exhibition halls were either booked, too small, or lacked the “wow" factor. A temporary structure was preferred, but standard marquees had internal poles and limited height. The client needed a venue that felt permanent and premium yet could be erected and removed with minimal environmental impact on the scenic lakeside location.
| Challenge | Detail |
|---|---|
| Aesthetic requirement | Building exterior must carry full‑colour branded graphics and appear sleek, not industrial |
| No internal columns | Stage, displays, and guest seating must have 360° visibility |
| Acoustic performance | Need good sound insulation for presentations and live music |
| Climate control | June weather can be hot (30°C+) and humid; must maintain comfortable indoor temperature |
| Environmental restrictions | No permanent foundations allowed on the heritage estate; all anchoring must be removable |
| Tight schedule | Event date fixed; build‑up allowed only 12 days, dismantle within 5 days |
The event organiser specified the 30m * 50m Air‑Supported Membrane Building with a premium upgrade package:
| Feature | Specification |
|---|---|
| Exterior membrane | Custom‑printed white PVC with matte finish – printed with the car brand’s dynamic wave pattern and model name, digitally applied using UV‑stable inks |
| Interior lining | Black inner scrim for light control and acoustics, combined with dimmable LED pendant lighting suspended from hanging points |
| Height | 11 m centre height – allowed a 6m‑high rotating stage and overhead projection screens |
| Entrance | Two 5m wide air‑lock entrances (VIP and press), plus 4 emergency exits |
| Cooling | Four chilled‑air HVAC units connected via DN800 duct interfaces – providing 200 kW cooling capacity |
| Flooring | Temporary raised flooring system over the membrane base – no damage to the lawn |
| Anchoring | Ground screws (helical piles) that were removed after the event, leaving no trace |
| Branding | Integrated exterior lighting (uplighting) that highlighted the printed graphics at night |
| Fire safety | EN 13501‑1 B‑s1,d0 + full sprinkler system (temporary) |
The building was delivered in 5 modules (each 10m long). The printed membrane panels were produced in the factory and pre‑welded – so on‑site, the entire structure could be inflated and tensioned within hours.
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Day 1–4: Ground screw installation and anchoring rail placement.
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Day 5–7: Membrane modules delivered, unrolled, and edge‑sealed; fan and HVAC units positioned.
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Day 8: Inflation and pressure testing – the building rose to full height in under 2 hours.
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Day 9–11: Interior fit‑out – stage construction, flooring, lighting, sound system, and displays installed. The air‑lock doors and emergency exits were tested.
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Day 12: Final cleaning and technical rehearsal – fully ready on schedule.
The event ran for 3 days, including press conferences, test‑drive departures, and evening galas. After the event, dismantling took just 4 days – all membranes, fans, and ground screws were removed, and the lawn was restored to its original condition.
| Metric | Outcome |
|---|---|
| Build‑up time | 12 days (including fit‑out) |
| Dismantle time | 4 days – all traces removed |
| Interior space | 1,500 m² column‑free – accommodated 800 guests, a 10m rotating stage, 6 display pods, and a 200‑seat dining area comfortably |
| Cooling performance | Maintained indoor temperature at 22°C despite outside 32°C |
| Visual impact | Branded exterior received widespread media coverage; social media posts featuring the building generated over 5 million impressions |
| Guest feedback | 98% of attendees rated the venue as “spectacular" and “unforgettable" |
| Environmental compliance | No permanent damage to the heritage site; local authorities approved the method |
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Brand Amplification – The printed membrane created a 30m * 50m billboard that was visible from the lakeside promenade and even from passing boats. The building itself became a centrepiece of the event, reinforcing the brand’s innovative and futuristic image.
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Logistical Efficiency – Modular prefabrication eliminated almost all on‑site welding and cutting, reducing noise and dust – crucial for the quiet estate environment. The fast erection also allowed the organiser to spend more time on interior perfection.
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Superior Guest Experience – The absence of columns, combined with high‑quality acoustics and climate control, made the presentation feel like a permanent auto show pavilion. The air‑lock entrances prevented drafts and maintained steady pressure, so doors didn’t slam.
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Cost‑Effective Premium Solution – Compared to building a custom temporary pavilion from scaffolding and truss, the air‑supported structure saved approximately 40% of the budget while delivering a more elegant aesthetic and better environmental control.
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Repeat Business Potential – The client was so impressed that they reserved the building for two more European launches in the following year. The modular system allows the same membrane panels to be re‑printed with new graphics, extending the structure’s useful life.
“We have launched cars in convention centres, airports, and custom‑built pavilions – but nothing compared to this. The air‑supported building gave us a vast, uninterrupted space with a sleek, futuristic look that perfectly matched our new electric vehicle. The custom printing on the outside made our brand visible from miles away. Setup was fast, the climate was perfect, and our guests were blown away. This is now our go‑to solution for high‑profile launches."
— Head of Global Events, Prestige Motors AG