Volkswagen DRIVE. Immersive Space ICONS WORLD.
An immersive cultural journey through past, present, and future icons, brought to life in the heart of Berlin.
Information |
Volkswagen AG | 2024
Lead: NEST ONE GmbH BRAND. EXPERIENCE. ARCHITECTURE.
Berlin, Germany.
Brand Identity, Multimedia, Sound Design, Creative Coding, Motion Design, Immersive Light Installation
Introduction
How do you connect generations through a shared cultural and technological journey? The Storytelling Company created an immersive world within the DRIVE. Volkswagen Group Forum in Berlin, inviting visitors to explore the evolution of mobility and societal change through the lens of iconic design, innovation, and imagination.
“ICONIC – A Timeless Journey of Culture, Society, and Mobility” is more than an exhibition. It’s a living, sensory-driven experience that invites guests to reflect on the past, interact with the present, and imagine the future.
Challenges
The experience needed to resonate with a broad public audience while honoring Volkswagen’s legacy of design and innovation. It had to be accessible, visually arresting, emotionally engaging, and seamlessly interactive, without losing narrative clarity.
Combining architecture, media art, motion graphics, and interactive storytelling into one flowing experience demanded precise coordination and a bold creative vision. The challenge was to avoid a static exhibit and instead create a fully immersive, looped journey that could captivate and educate all at once.
Solution
TSC transformed the exhibition space into “ICONS WORLD”—a darkened, theatrical environment structured into three spatial chapters: Yesterday, Today, and Tomorrow.
In the “Yesterday” zone, large-scale projections and soundscapes evoked the cultural identity of past decades, featuring legendary design objects and symbols of mobility from the 1950s onward.
“Today” placed visitors at the center of current social and environmental questions. It featured real-time reflections, motion-reactive visuals, and contemplative storytelling that encouraged individual and collective introspection.
“Tomorrow” unfolded as a speculative, hope-driven vision of the future. Dreamlike landscapes, futuristic objects, and dynamic animations invited visitors to imagine a world where mobility, architecture, and community evolve with sustainability and creativity in mind.
Each scene was crafted as part of a 12-minute narrative loop, combining high-resolution projections, surround sound, and minimal physical structures to let the media and message take center stage.
Results
The installation became a signature public experience in Berlin, drawing daily visitors of all ages and backgrounds. By offering free access seven days a week, the exhibition became a democratic cultural space, bridging generations and sparking dialogue about innovation, identity, and responsibility.
Visitors didn’t just view history. They walked through it, felt it, and imagined what comes next. With the VW brand at the core, the experience solidified TSC’s ability to transform storytelling into spatial, emotional journeys that leave a lasting imprint.
Credits |
Lead Agency: NEST ONE GmbH
ICONIC Exhibition Overall Concept & Design: NEST ONE GmbH
Concept and Design of Immersive Space ICONS WORLD: TSC Experience Design
Team for TSC Experience Design:
Programming: wirmachenbunt GmbH & Co. KG
Sound: KlingKlangKlong
Technical Planning: Christian Hergarten
Commissioned by: Volkswagen AG
Photos: Ken Schluchtmann & Stefan Warter | Volkswagen AG
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