Tesla

Tesla - Model-S Plaid Launch Event

CLIENT
Tesla

ROLE
Event dESIGNER + Onsite Coordinator

YEAR
2021

LOCATION
Fremont, CA

when hurdles TURN into opportunities.…

On June 10, 2021, the test track at Tesla’s Fremont Factory transformed into a hub of anticipation and innovation for Tesla's grand launch of the Model-S Plaid. The event design was nothing short of spectacular, with a meticulous fusion of futuristic aesthetics and VIP elegance. Designing an elite event on a dynamic test track presented its own set of challenges, but the Tesla team ingeniously turned these hurdles into opportunities.

I creates the layout for the event to focus on the technological details within the automative marvel. As attendees entered the event, the registration counters and back side of the bathrooms blocked the view of the full venue until they reached the bottom. This small mechanism of catch and release created the right amount of reveal and awe within the larger event (seen in aerial 0:05). For guests, the keynote stage was oriented at the far end of the event space, providing a destination to journey towards. For the keynote speaker, Elon Musk, the stage was precisely positioned and constructed so he could drive on to the stage from the race test track (seen in video at 3:30). Central to the event space were 4 engineering demonstrations that highlighted the impressive design feats of the Model-S Plaid - from the vehicle's aerodynamics to its cutting-edge battery technology. The centrality of these demo areas were to encourage attendee/engineer engagement before and after the details were featured in the keynote under proper theatrical lighting and cameras (seen in video at 9:55).

The heart of the event lay in the thrilling test rides around the iconic race test track, where guests were invited to experience the Model-S Plaid showcase its record-setting acceleration and top speeds. Guests witnessed unmatched performance firsthand as they buckled in for an adrenaline-pumping experience, feeling the G-forces as the Plaid effortlessly maneuvered under the through the track's curves and straightaways. Adjacent to the test track, the VIP section provided privacy, comfort, and conversation for guests. The elevated experience included complimentary blankets, private catering, and soft seating. Through the keynote and after, the VIP area offered a premium vantage point to witness the heart-racing test rides and the thrilling light displays that illuminated the race track.

Recognizing the test track's unique topography, including the bumps and ledges that typically serve to test safety features, the team strategically leveraged these tripping hazards to elevate the event experience. Flanking the interactive engineering areas were food/drink stations as well as iconic Tesla vehicles, precariously positioned on the test ramps. These sleek electric marvels stood as silent ambassadors for guests to admire while they watched the race track from the grand stands. The rumble strips became a natural stage for the first 25 Model-S Plaid vehicles to be driven away by customers at the end of the event. The coordination of this epic release added an unexpected dimension to the event as all of the Plaid's came to life moments before owners were granted access to their new vehicle (seen in video at 26:00). This ingenious use of the track's features exemplified Tesla's knack for turning challenges into creative solutions, creating a launch event that not only defied expectations but set a new precedent for automotive unveilings.

Adding a touch of electrifying entertainment, a Tesla coil spectacle illuminated the night sky, symbolizing the power and innovation behind the Plaid. As the event drew to a close, attendees left with not just the thrill of witnessing a groundbreaking vehicle launch but also with a deeper appreciation for the seamless integration of design and performance that defines Tesla's vision for the future.

Additional videos from the event from content creators and guests: Tesla Model S PLAID Launch Event! - @WHATSINSIDEFAMILY