From 24 September to 9 October 2015, Uniplan and Grass Roots Germany brought together more than 3,500 sales representatives and corporate fleet customers in southern Spain for an extraordinary product launch set in a carefully selected desert landscape. The location became the foundation of a unique concept: a fully immersive space-inspired launch base.
The entire project was built around a strong look & feel, where every detail was designed to be experienced rather than simply observed. The «Astra Base» recreated a futuristic environment in the heart of nature, allowing participants to discover the vehicle through a highly immersive and sensory journey.
One of the event’s most distinctive features was the opportunity to stay in exclusive bubble suites, offering uninterrupted views of the star-filled sky and seamlessly combining comfort, emotion, and the surrounding landscape into a truly memorable experience.
The spectacular surroundings of Sierra Nevada provided the ideal setting for the dynamic driving tests, featuring a purpose-built high-speed circuit integrated into the launch base itself. The route was specifically designed to showcase the vehicle’s performance under authentic driving conditions.
Team Andaluces acted as the Destination Management Company (DMC) responsible for on-site coordination, ensuring seamless operations and maintaining the integrity of the overall experience under the direction of Ute Raschke.
This project demonstrates how a product launch can become much more than a presentation, evolving into a compelling brand experience where the destination, creative concept, and flawless execution come together to create something truly unforgettable.
