Villa Escalade was a 15-day hybrid experiential activation that took place in a private villa in the Emirates Hills, Dubai in November 2020. The objective of the event was to reveal the vehicle to a large audience of GCC and local media, customers and prospective customers, and it kicked off with a live broadcast reveal of the vehicle from the villa itself. Small groups of three to five media guests and VIP customers were invited to the villa in designated timeslots over the 15 days, to learn about the new vehicle through educational and experiential activations. There were also opportunities to test-drive the car. During the planning stages, the event was postponed and amended several times due to changes in local COVID restrictions. Activations included the conversion of a basement space to a bespoke cinema room, complete with popcorn machine and (pre-packaged!) pick & mix candies, and the use of 8D sound technology and AKG headphones to highlight the exceptional capabilities of the vehicle’s AKG speakers. A white ‘Escalade Live’ studio was also built in the basement, with display car and vehicle specialist on standby to meet virtually with customers. Virtual visitors interacted with the product specialist via a bespoke online platform, and could even engage with the experiential activations in the villa. The event convincingly exceeded the client’s objectives, with an extremely successful volume of media engagement ensuring that the event was oversubscribed, and the virtual launch via the client’s YouTube platform had over 35,000 views.