The Shell Eco-Marathon Experience is a dynamic pop-up energy lab that is currently in its fourth year. Popping up every summer in a different European city, the Shell Eco-Marathon is a multifaceted brand activation that incorporates tactile activities, virtual reality and a showcase of products and services.
The experience was this year held in Rotterdam Central Station and is last time it will be held in the Netherlands. The engaging pop-up is set up as a retail shop, and offers individual consumers a chance to explore the virtual reality technology as well as create a mini figurine of themselves.
For several weeks ahead of the event, the pop-up location was gift-wrapped in promotional posters that aimed to create buzz around the experience.