Red LED walls display bold white Future Will Be typography

Case study

Volkswagen ICONIC Icons World

Berlin

The question was never what to show. It was what to let people feel, and then what to let them decide.

ICONIC has been running at the DRIVE. Volkswagen Group Forum in the middle of Berlin since 2024. Free, six days a week. Eight decades of cultural and design icons, from the Beetle to the Porsche 911, in a space that sits somewhere between exhibition and experience. TSC came on at the 2024 launch and stays through the end of 2026.

Person touches a glowing circular display on a large immersive screen

What we built

At its heart sits Icons World: a 270-degree immersive projection environment. Nine 4K projectors, eight LiDAR sensors, 32,640 by 2,650 pixels, spatial sound. The current edition takes travel as its theme, not literally but as a shared dream. At the start of each show, the audience votes on which dream worlds to explore, and the projection answers, so no two groups take the same journey. Half the show was newly conceived for this edition, and what began as a fixed 12-minute loop is now a 15.5-minute experience that shifts every time. It closes on a line that earns its place: ''Iconic dreams are where the future is built.''

The challenge

How do you keep eight decades of icons feeling alive show after show, day after day, for years? A fixed loop ages fast. The experience needed to change with every audience, not just impress the first one through the door.